Analysis of mobility as a service solution option in tourism traffic scenarios

Mobility as a service (MaaS) plays a critical role in urban transportation networks, leveraging communication technologies to provide integrated travel information while promoting sustainable development. Despite its importance, the application of MaaS in tourism traffic still needs to be explored.

This study focused on tourists visiting Hangzhou and designed a survey questionnaire for data collection. A combined approach of stated preference and revealed preference methods was employed to examine travel behavior within the context of tourism traffic. Using data from an online platform, the study analyzed tourists' travel mode choices and their preferences for different MaaS solutions. First, a nested Logit model was developed, with the upper level representing multimodal transportation choices while the lower level analyzed their MaaS solution selections. Influencing factors were categorized into three main groups: individual characteristics, household attributes, and travel-related factors. Given the potential nonlinear relationships between these influencing factors and MaaS solution choices, a light gradient boosting machine model was further applied. This machine learning model explored interactive effects between various factors on MaaS choice, such as how age and income jointly influence MaaS preferences or how the choice of tourist attractions relates to tourist demographics. To further elucidate the collaborative effects of key factors, the Shapley additive explanations method was incorporated to interpret the collaborative effects of multiple factors on MaaS decisions.

The results indicate a strong connection between MaaS solution choices and tourists' preferred travel modes, validating the use of the nested logit model. Several key factors emerged as significant influencers of MaaS preferences, including income, occupation, household lifecycle, daily travel habits, and the type of tourist attractions visited. Specifically, self-employed individuals, those who frequently use public transport, and tourists who plan fewer bus trips showed a preference for MaaS solutions combining discounts on subways and taxis. Groups traveling with elderly individuals or those accustomed to "public transport and private car" habits leaned toward MaaS solutions that offer unlimited subway rides. Additionally, the type of tourist attractions plays a crucial role in shaping MaaS preferences. Tourists visiting commercial, entertainment, or cultural heritage sites, particularly from lower-income groups, chose MaaS solutions with unlimited bus rides. Meanwhile, those visiting historical landmarks favored taxi-centered MaaS options. Tourists aged 45 and above were less likely to select MaaS solutions with unlimited subway rides as their income rose. Older tourists visiting historical sites showed a stronger preference for MaaS solutions, prioritizing taxi services. Public transport users who gravitate toward subway-based MaaS solutions share common traits, such as being in low-income groups, self-employed, traveling with elderly companions, and regularly transferring between public transport modes in their daily routines.

These findings can guide public transportation agencies, tourism operators, and other stakeholders in designing user-centered MaaS solutions. By segmenting users based on demographics and travel habits, personalized travel services can be created to improve the applicability of MaaS in tourism transportation. The conclusions of this study have significant implications for promoting the use of public transportation, improving the operational efficiency of multimodal urban transportation networks, and increasing the attractiveness of transportation options for tourists.