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The Added Value of a New, Innovative Travel Service: Insights from the UbiGo Field Operational Test in Gothenburg, Sweden

Jana L. Sochor (Institutionen för produkt- och produktionsutveckling, Design and Human Factors) ; Helena Strömberg (Institutionen för produkt- och produktionsutveckling, Design and Human Factors) ; MariAnne Karlsson (Institutionen för produkt- och produktionsutveckling, Design and Human Factors)
International Conference on Mobility and Smart Cities, Rome, October 27–28, 2014 (2014)
[Konferensbidrag, refereegranskat]

The aim of this paper is to introduce the UbiGo transport broker service developed in Gothenburg, Sweden, and to discuss insights from the six- month field operational test regarding incentives for users adopting new travel services as well as perceived added value. Results are presented from participant questionnaires, interviews, and travel diaries. Findings suggest that potential early users are initially incentivized by curiosity, but that this must be transformed into practical incentives such as convenience and economic advantage if the users are to continue using the service. Customers also found added value in the “transportation smorgasbord” concept, 24-hour customer support, new types of subscriptions and tickets, and having everything in their smartphone, but wished for more personalized decision support and feedback. Concern for the environment functioned more as a bonus than as an incentive, meaning that the environmentally friendly choice must also be the practical choice in order to promote sustainability.

Nyckelord: field operational test, multimodal travel, seamless travel, travel service, incentive, added value



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Denna post skapades 2014-10-16. Senast ändrad 2015-06-19.
CPL Pubid: 204389

 

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Institutioner (Chalmers)

Institutionen för produkt- och produktionsutveckling, Design and Human Factors (2008-2017)

Ämnesområden

Transport
Transportteknik och logistik
Teknik och social förändring

Chalmers infrastruktur