The application potential of Mobility as a Service (MaaS) at mega events: A case study of Hangzhou 2022 Asian Games

Abstract

The hosting of mega sporting events will cause an ample increase in travel demand, causing an imbalance between supply and demand, so effective mobility management is essential. Mobility as a Service (MaaS) embodies a novel sustainable mobility paradigm and breathes fresh blood into mobility management. This work aims to reveal the potential acceptance of MaaS in the spectating context as well as the factors influencing the subscription of MaaS bundles, and to discuss the application of MaaS for mobility management at mega events. In the setting of the Hangzhou 2022 Asian Games, an online stated preference survey was conducted in mainland China regarding the entire travel process during the spectating period. Two mixed logit models were employed to analyze the choices of MaaS bundles in Airport/High-Speed Rail Station pick-up and drop-off (APD) scenario and Hotel-Venue (HV) scenario, respectively. Estimation results indicate that about 80% of the respondents are willing to subscribe to MaaS bundles and MaaS is capable of being used for mobility management. Household structure and income, as well as modality styles in daily and tourism, have significant impacts on the subscription intention of MaaS bundles. The results also show that respondents are sensitive to the subscription fees of MaaS bundles. Behavioral inertia is clearly demonstrated in the choice of APD MaaS bundles and obvious preference heterogeneity exists among respondents concerning the travel modes included in HV MaaS bundles. The findings from this study provide valuable information and strategies for transportation planners, event organizers, and those involved in the tourism sector. These insights can facilitate the implementation of personalized and sustainable smart mobility services during events or in tourism, enhancing the overall mobility experience.