Matching mobility services with tourist traveller archetypes in rural destinations

Olli Pihlajamaa (Corresponding author), Jenni Eckhardt, Ashwin Rajan, Juho Kostiainen, Tuomo K. Kinnunen

    Research output: Contribution to conferenceConference articleProfessional


    This paper combines behavioural science and transport research to identify smart mobility solutions for tourists travelling in rural destinations. The research was performed as part of the VAMOS! prjoect and the methods included a literature review and workshops. The results include an analysis framework where different rural traveller archetypes are positioned with appropriate mobility service types according to their characteristic needs and behaviour. Shared mobility and related digital services are analysed as an example. Travellers have different needs and behaviour across the different archetypes but, in addition, there is also variance for the individual based on context and, for example, who they are travelling with. Typical traveller archetypes for a destination can be identified and then utilised in service design. Behavioural dimension is important in smart mobility services. Well-designed services may also change the behaviour of travellers and the accessibility of tourist destinations.
    Original languageEnglish
    Number of pages14
    Publication statusPublished - 20 Sept 2018
    MoE publication typeNot Eligible
    Event25th ITS World Congress: Quality of life - Copenhagen, Denmark
    Duration: 17 Sept 201821 Sept 2018 (Link to conference website)


    Conference25th ITS World Congress
    Internet address


    • rural areas
    • smart mobility services
    • traveller needs


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