AN ESSAY ON REFORMING BUSINESS MODEL OF PUBLIC TRANSPORTATION IN RURAL AREAS

Abstract

 Sustainability of public transportation in mountainous areas is vulnerable due to a shortage of drivers and a decrease in the number of users due to population decline. Various efforts have been made to solve this problem. The main effort has been to promote usage by improving convenience of the transportation service. However, the effect was weak, and even if the use increased, we could not obtain results that would have an impact on sustainability. Thus, reforming of the business model to improve the the sustainability of supply is necessary. In this study, we focus on the business model based on "integration with different industries and fields" that maintains the sustainability of supply through side business and collaboration with various services as well as passenger transportation. Then we discuss the theory which supports this business model, the types of the models, and main points of effective integration.