SCIENCE & RESEARCH Tourist mobility International Transportation | Collection 2020 66 Development of mobility behaviour in tourism Evaluation of requirements in mobility behaviour of tourists in rural and inner-city regions Transport requirements, Public transport, Rural and inner-city, Effects of new trends in the transport sector, Holiday travel, Modal split The continuous growth of tourism is one of the main causes of an increase in traffic volume in rural and inner-city regions. Taking into account the Paris Agreement on climate protection, pushing forward with sustainable mobility concepts is an obligatory task in the tourist industry. In order to be able to develop future-oriented measures with regard to the accessibility of destinations, a primary goal was an in-depth evaluation of tourist mobility behaviour requirements and the development of a requirements catalogue based on this evaluation. Marcel Weber W hich innovative mobility offers promote sustainable tourism? What are the main points of criticism concerning current mobility service and what improvement potential can be derived from this criticism? What tourist mobility behaviour can be identified? Which needs, problems and wishes will have to be taken into account in the future in order to reduce traffic and at the same time not limit mobility through this reduction? Due to international climate goals and in the context of a continuously increasing trend development in the tourism industry and tourist arrivals over the past years, these and other questions regarding the implementation of innovative sustainable mobility offers cannot be left entirely unanswered. There is a need for an integrated overall concept whose goal it is to not only consider sustainable mobility solutions with regard to the accessibility of holiday destinations or on-site mobility but one that also seeks to develop long-term and future-oriented service offers. Taking into account the changed requirements in tourist mobility behaviour is an obligatory task and out of this the development of a demand-oriented and sustainable mobility offer which can counteract a large part of the CO 2 emissions caused by tourism traffic. Accordingly, it is no longer a question of how sustainable mobility offers can be implemented or optimised. To a greater degree, it is a question of which needs and requirements with regard to future mobility in accordance with political-strategic goals must be taken into account in order to provide fundamentally sustainable mobility offers. Requirements analysis taking into account the season With the worldwide increase in industrialisation and urbanisation of conurbations, a tourist trend can be observed that is moving in the direction of holidays in less populated regions with a connection to sporting activities. Regions that offer tourists a diverse and unique landscape as well as activities close to nature are of particular importance. Due to this trend development, a requirement analysis must take into account that activities close to nature as well as landscape pre-trip phase arrival mobility at the place of stay departure post-trip phase •information •booking •mode of transport •travel planning •drive to the airport •park if necessary •stay at the airport •flight to the airport •change to place of stay •round trip at the place of stay •taxi •rental car •shuttlebus •drive from the place of stay to the airport •stay at the airport •fly to the home airport •change to the place of residence •customer service •customer loyalty •complaint mobility chain travel chain Figure 1: Mobility chain in tourism-[1] Tourist mobility SCIENCE & RESEARCH International Transportation | Collection 2020 67 areas differ according to region and season, and that the differentiated tourism figures must therefore be considered separately. Against this background, it is essential for the analysis to catagorise the requirements of tourist mobility behaviour in terms of summer and winter. This is because summer tourism is mainly characterised by activities such as mountain climbing, hiking or water sports, and winter tourism is more characterised by activities such as skiing, snowshoeing and snowboarding. These different activities carry with them different requirements and needs in mobility as well as in the use and selection of means of transport. To define solution approaches, it was essential to analyse indepth the requirements and needs of tourists along the entire mobility chain in terms of information and booking options, luggage transport and the required on-site mobility (see figure 1). Different quantitative and qualitative data collections were carried out as part of empirical social research. In addition to polling tourists using questionnaires, the centrally used methods also included expert-interviews with players from the tourism and transport sectors. The Innsbruck Airport and the Austrian province of Tyrol provided exemplary examination areas. Tourists as trendsetters for sustainable mobility offers The development of sustainable mobility offers is subject to a significant impact from the changing social strata. This results in hidden challenges for rural and inner-city transport companies; challenges which are not straight away recognisable but are nonetheless present and go far beyond the usual understanding of mobility offers. In order for innovative sustainable mobility offers to be developed and implemented at all, changing social strata must be taken into account. Regular evaluation of the requirements and needs in mobility behaviour is indispensable for this. For the tourism industry and transport companies, this is on the one hand an asset in terms of technical renewals or innovations, but on the other hand it continually poses questions. Tourists significantly contribute to the impact on changing mobility behaviour. Increasing internationality definitely has an impact on the mobility of people living in the destinations. This influence results both from the offers as well as from the experiences and habits of the tourist’s home regions and the holiday motive (see figure 2). As a result of the on-site mobility of tourists and local residents, different requirements and needs with regard to mobility meet in the holiday destinations. This encounter underscores further challenges for transport policy in terms of the consideration and adaptation of transport infrastructure but is at the same time a benefit for needs-oriented and sustainable mobility concepts. A sustainable and needs-oriented mobility concept not only increases the overall attractiveness of a holiday destination or the achievement of climate goals, but also as was evident from the evaluations, in the future an ever stronger societal change in awareness-raising can be expected. Because of its geographical location and diverse landscape, the province of Tyrol enjoys a special status on an international level among tourists. This strengthened the choice of Tyrol as a study area, and due to the wide international scope of the region as France Spain United States of America China Italy Turkey Mexiko Germany Thailand United Kingdom Japan Austria Greece Hong Kong (China) Malaysia 0 10 20 30 40 50 60 70 80 90 100 million of worldwide arrival 89,4 82,8 79,6 62,9 62,1 45,8 41,4 38,9 38,3 36,3 31,2 30,8 30,1 29,3 25,9 0 2 4 6 8 10 12 14 Tirol Salzburg Wien Steiermark Kärnten Oberösterreich Niederösterreich Vorarlberg Burgenland 12,3 7,9 7,5 4,2 3,2 3,1 3,0 2,5 1,1 million of arrival in austria Figure 2: The top destination by international tourist arrivals 2018 [2, 3] winter holiday travel summer holiday travel free use of public transport in the by bus and train n= 110 73 % faster arrival by train than with your own car organised baggage transport n= 102 66 % no loss of flexibility n= 226 67 % n= 111 88 % n= 106 51 % n= 114 68 % packages, which includes the journey by bus and train n= 117 71 % n= 251 80 % faster arrival by train than with your own car n= 251 85 % n= 245 60 % n= 246 71 % n= 243 66 % packages, which includes the journey by bus and train free use of public transport in the by bus and train no loss of flexibility organised baggage transport Figure 3: Survey about service features of a web portal or an application SCIENCE & RESEARCH Tourist mobility International Transportation | Collection 2020 68 a holiday destination, it was essential for the development of solution approaches. Cross-regional multimodal information and booking systems as a future opportunity The time when tourists sought out a travel agency or informed themselves by phone and booked their trip at the desired destination are simply a thing of the past. The Internet is gaining importance as an information and booking tool and is bit by bit replacing the classic travel agency. One reason for the decline of the travel agency as an information and booking facility can be explained by demographic change and advancing digitalisation. Nowadays, tourists want to be able to call up the services offered at the destinations bundled in an application or web portal and book them immediately if they so desire. Travel portals with integrated customer comment or an online map service definitely influence tourist booking, either as a convincing motivation for booking online or due to lack of interest in booking at the holiday destination. The criteria when booking means of transport take into account time (e.g. expeditious arrival at the destination), flexibility (e.g. the means of transport must be available uninterrupted and regularly) and convenience (e.g. an on-site ticket for all means of transport). At present, however, it can be stated that the possibility for information and booking of tourist services is not equally available on the Internet. For a fundamental step in the direction of a sustainable mobility offer, it is of great importance for the destinations to implement a comfortable and clear web portal or application in order to make a combination of different services equally available to tourists. For the destinations, an integrated implementation of a cross-regional multimodal information and booking system as well as an integrated Internet strategy is necessary. This will require close and intensive cooperation between the players at all levels. Innovative mobility offer through door-to-door luggage services faltering Luggage mobility represents a vital asset for tourists and has a significant impact on most processes in the mobility chain (see figure 3). All basic mobility needs that arise during the travel chain are closely related to luggage transport regardless of whether it is the arrival and departure with all of the luggage or a part of the luggage for leisure activities at the destination. In the wake of holiday trends and increasing numbers of tourists, these increasing logistical delivery and service demands result in diverse planning challenges for the logistics and mobility industry. Thereby, compact travel web portals or applications are of interest for services related to information about the destination and/ or services such as hotel booking at the desired destination. Also an expansion of these services through a doorto-door luggage service makes it easier to travel to and from a holiday destination and pre-trip phase arrival and departure phase Mobility at the place of stay solutions Approach 1 Digital networking of information Approach 2 Securing and networking tourist Approach 3 cross regional networking webportal application booking pickup service ressource saving autonom intelligently flexibility group transport integration luggage service service performance traffic relief affordable convenient individual autonom Innovative baggage logistics system suburban mobility and booking systems flexible service oriented shuttle service convention intermodal sustainability real time information optimization approach Figure 4: Overview of the solution approaches Tourist mobility SCIENCE & RESEARCH International Transportation | Collection 2020 69 besides increasing the attractiveness of the holiday destination, it can also ease the burden on transport operators and thus increase efficiency in operation. As can be seen in the evaluation of the arrival and departure phase, tourists in the winter season are interested in using a door-to-door luggage service, especially for sports luggage (e.g. ski equipment, snowboard etc.). Combination of public and individual transport to increase holiday quality For on-site mobility there is often a need for a combination of public and individual transport. Above all, tourists want more flexibility for their mobility at the holiday location. Irregular interval timetables are counterproductive for a sustainable mobility offer and only serve to promote individual transport. Focus on a regularly operating shuttle service at the destination between tourist accommodation and public transport hubs (e.g. airport, train stations etc.) must therefore be guaranteed. Even on holiday, environmental awareness has developed among tourists who would like to take advantage of sustainable and environmentally-friendly mobility: insofar as attractive mobility alternatives are offered. In order to increase acceptance, at least a halfhourly transport interval should be ensured. According to individual needs as well as for a comprehensive offer, it is also recommended that a car-sharing model based on the free-floating principle should be provided, which tourists according to their needs can switch to at a traffic junction. Conclusion: three essential principles for a sustainable mobility concept The result of the evaluation of requirements in mobility behaviour is a short and sweet delineation of the prerequisites for a needsoriented sustainable mobility offer along the mobility chain (see figure 4). It was therefore possible to make visible those places that lead to an improvement in tourism mobility through innovative solutions as well as the facilitation of the politicalstrategic objective. Hence, the key requirements are a web portal or an application in which tourist services with a broad spectrum should be bundled and equally available. There is also a need to recognise that special service offers substantially support and simplify the holiday trip. This can be achieved through an innovative logistics concept in the form of a door-to-door luggage service or an intelligent combination of public and individual transport. The study devoted itself to this topic over a year by posing various questions The results interpreted in this contentrelated short version originates from our own study. This study can be examined in an in-depth extended version. If required, please contact the author. ■ LITERATURE [1] Mobility chain in tourism. Adapted from: Schad, Helmut; Ohnmacht, Timo; Schönhauser, Nora; Amstutz, Marc (2008): Anbindung Schweizer Tourismusorte mit öffentlichem Verkehr - Situation und Verbesserungsvorschläge entlang der Mobilitätskette, ITW Working Paper Mobilität 03/ 2008, Hochschule Luzern, Luzern [2] Statistik Austria (2019): Arrivals by federal state in calendar year 2018, Version 2019, DOI: https: / / www.statistik.at/ web_en/ statistics/ Economy/ tourism/ accommodation/ arrivals_overnight_stays/ index.html [3] World Tourism Organisation (2019): International Tourism Highlights, 2019 Edition, UNWTO, Madrid, DOI: https: / / doi. org/ 10.8111/ 978284421152 Marcel Weber, Dipl.-Ing. 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