Conceptualizing Strategic Development Pathways for the fortification of Rural Public Transport Networks through tourists and excursionists

Abstract The successful implementation of a high-quality public transport supply in rural areas is challenging. Low demand in combination with a high degree of car ownership regularly results in a vicious circle of decreasing public transport supply. The only way to end this relentless decline in public transport quality is to identify and attract additional users, namely tourists and excursionists. Therefore, the contribution aims at the identification of general success factors for the implementation of attractive rural transport networks and raises the question to what extent such success factors can be aligned towards a strategic development. Building upon a mixed method approach comprising the results of two empirical studies, the contribution proposes a conceptual model showcasing ways towards a high-quality public transport network. Key findings of the study and therefore main pillars of the conceptual model are the following fields: product development, marketing, flexibilization of the provided services and improvement of the service quality.