Mobility is undergoing a major transformation, driven by the development of new
technologies applied to transportation and the emergence of new, more sustainable forms of
travel. One of the emerging trends that is attracting the most interest from researchers,
entrepreneurs and policy makers is Mobility as a Service (MaaS). MaaS is a personalized
mobility service that is adapted to the specific needs of customers, as it tries to provide the
best transport solution from the perspective of the end user. Access to MaaS services by all
segments of the population is essential.
The objective of this study is to explore in depth motivators and barriers in the intention to
adopt MaaS by potential users, as well as to identify features that MaaS should offer
according to their expectations and needs. The work focuses on the city of Malaga, where a
qualitative study is carried out through semi-structured interviews. This methodological
approach is valuable for capturing transport user needs, preferences and attitudes that are
difficult to identify with quantitative methods.
Usefulness in travel planning has emerged as the main motivator from the point of view of
potential users. While the Need to learn how to use the MaaS apps is the most important
barrier to adoption. Multimodality is the main MaaS feature demanded by all age groups,
although there are others that differ by age. The research results provide useful criteria for
decision making by stakeholders (public administrations, policy makers, transport planners,
transport operating companies, etc.), by identifying some key insights that must be
considered for the successful adoption of these technologies in society.
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