ROLE OF MaaS IN TOURISM
Authors: Martinčević Ivana , Brlek Predrag , Domjan Nives 
Published: February 2022

Purpose – The occurrence of bottlenecks, congestion, increased fuel consumption and environmental pollution are the basic problems of large urban areas, especially when it comes to tourist areas where with the local population roads are used by visitors who, during or after a stay are looking for some way of transportation. Regardless of the final destinations, the tourist activity strives to meet the needs and requirements of visitors to the maximum, so their offer must be attractive, fast and accessible at all times, as well as adaptable to changes in travel habits. With regard to the specific criteria of the local economic, social and environmental policy mobility services should be adapted to different target groups, including a unique travel option that would facilitate the stay of tourists. The aim of this paper is to: (1) explore MaaS concept (2) explore the importance and benefits of MaaS concept (3) and to explore the importance and benefits of MaaS concept in area of tourism. Methodology – In order to investigate and achieve the set goals, world and Croatian literature was used and analyzed by searching the databases such as Wos, Scopus, Google Scholar, using the search phrase ("mobility as a service” OR sustainable development) AND (“transport” OR “tourism”). For this purpose, a survey was conducted to explore the importance of MaaS in the field of tourism on the basis of which the advantages and benefits of the mentioned concept as one of the main conditions for sustainable development were analyzed. Findings – As no research has been conducted in the territory of the Republic of Croatia that investigates the application of the MaaS concept in the field of tourism and its importance and contribution to strengthening tourism, this research contributes to strengthening the awareness of individuals about this concept and its application. The intention and goal of this research was to make aware general public of the importance of the Maas concept. Although MaaS concept is a relatively new concept it takes on increasing importance; therefore, it needs to be strongly and systematically developed further. By analyzing the relevant scientific sources and based on the results of the research, it can be concluded that a strategic approach to the MaaS concept can provide a numerous of advantages and benefits. Recommendations for further research is to include data from other countries of the European Union (EU) or from neighboring countries in order to be able to compare data by specific areas. Contribution – By introducing the concept of MaaS in the segment of tourism, it opens the possibility for visitors to access a wide selection of public and private carriers through a digital platform. The trip for each user is planned separately according to the previously collected data on the demand and supply of transport services, combining them with information on the preferences of the participants themselves. Simply put, the traveler can plan, book and pay for any trip, anywhere and at any time. Simultaneous planning of tourism and transport is not an easy task because in most cases these plans diverge, but the cooperation of stakeholders of both branches is necessary for more attractive and environmentally friendly measures of sustainable mobility that ultimately affect the development of tourism. The obtained results can be used to expand the current scientific knowledge about the MaaS concept and its impact in file of tourism.