报告题目：Scaling Mobility as a Service: Behavioural Evidence, Governance and Pathways for Sustainable Urban Mobility
报告人：Chinh Ho, Assoc. Prof. 悉尼大学商学院
邀请人：刘锴 教授
报告时间及地点：2026年7月15日 14：00-16：00 经济管理学院B312
报告人简介：
Chinh Ho is an Associate Professor in Spatial Logistics and GIS with expertise in spatial analytics and demand modelling using Big Data. He has a research track record with 60+ journal articles (95% in Q1), one book, 15 book chapters, and many fully refereed conference papers (four winning the best paper award) in the areas of logistics and transport, statistical modelling, and big data. Chinh has an immense interest in intelligent mobility and has led a few studies, including the Sydney MaaS Trial, investigating the use digital technologies for improving customer experience and greening the transport and logistic sector. At USYD, Chinh leads the development of two strategic travel demand modelling systems, known as MetroScan, a fully integrated transport and land use modelling suite for Greater Sydney, and NSW Regional Transport Model. He also takes part in the review and on-going development of Transport for New South Wales authoritative models including Strategic Travel Model, Activity-Based Model, and Freight Movement Model, and other projects exploring the potential of emerging technologies for improving survey practice, sustainability and the mobility landscape.
报告摘要：
This course examines Mobility as a Service (MaaS) as an emerging smart mobility strategy for addressing urban congestion, emissions, and private vehicle dependence. Drawing on more than nine years of research conducted in Australia, the United Kingdom, and Japan, the course explores why many MaaS initiatives have struggled to scale beyond pilot projects despite their strong technological promise.
The course begins by introducing the concept and evolution of MaaS, examining how digital platforms integrate public transport, shared mobility, and emerging transport services into a seamless travel experience. Students will explore the behavioural and economic foundations of MaaS, including travellers' preferences, willingness to pay, and the influence of pricing structures, service quality, and subscription models on adoption.
Students will then examine empirical evidence from the Sydney MaaS trial and comparative stated-preference studies undertaken in Australia, the United Kingdom, and Japan. Particular emphasis is placed on multiservice MaaS, where mobility is bundled with complementary non-mobility services, demonstrating how cross-sector partnerships and cross-subsidisation can strengthen user value propositions and improve commercial viability.
The course also investigates the governance challenges that constrain MaaS implementation, including stakeholder collaboration, institutional trust, data sharing, business incentives, and public-private partnerships. Students will evaluate how governance structures influence the scalability of MaaS ecosystems and consider policy frameworks that support long-term implementation. Throughout the course, research methods including stated-preference survey design, discrete choice modelling, and comparative international case studies are introduced to demonstrate how behavioural evidence informs smart mobility policy and practice.
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