Barriers towards enhancing mobility through integrated mobility services in a regional and rural context: insights from suppliers and organisers

This study explores the potential for integrated mobility services in a regional and rural context. In-depth interviews of stakeholders, including Non-Transport Providers and Transport Providers, were conducted in three regional locations in New South Wales, Australia. Findings revealed that the majority had a positive attitude towards integrated mobility services which could potentially form features of the mobility framework that are relevant to a future provision of Regional and Rural Mobility as a Service (MaaS). Those who expressed negative attitudes commonly had concerns about subscription fees, the reality of private car dependence in rural areas, and the digital usage by older people. The paper discusses the government's role in improving travel options which ensure equitable access to both local and regional transport services. Policy implications for necessary adjustments to the modal landscape as part of a MaaS offering, including the technology implications, are drawn. The results provide insights into the features of mobility services provided by various stakeholders and their fit within the mobility framework. • A mobility framework for integrated mobility services in a regional and rural context is investigated • In-depth stakeholder interviews (transport and non-transport providers) were conducted • Rural MaaS has emerged as a potential solution to the mobility barriers faced by users • Governance should address equitable access to local and regional transport services