Insights from users and providers of regional and rural mobility services, current and future

While the concept of Mobility as a Service (MaaS) has gained popularity in urban areas it has not received much attention in regional and rural contexts, even though these are areas where users often face the greatest challenges in accessing mobility services. The definition and key elements of ‘Rural MaaS’ are still evolving and there is a need to fully understand the significant barriers and enablers to implementation of integrated mobility solutions. This study conducted two related primary data collection exercises: in-depth stakeholder interviews and discussions with end user community members, in three regional locations in New South Wales, Australia. The stakeholder interviews explored barriers to integrated mobility not just from a transport perspective but also from socio-cultural, economic, and governance perspectives. The community discussion groups explored the unique mobility challenges and barriers faced by vulnerable user groups and their attitudes, requirements, and preferences towards integrated mobility solutions. Taken together, the findings suggest that integrated mobility solutions have significant potential to ameliorate the barriers identified and improve the quality of life and social inclusion for rural populations. The paper concludes with policy implications for necessary adjustments to the modal landscape and governance around mobility in rural areas.