Recompensas em movimento: a influência de incentivos na escolha e uso do transporte público urbano

Abstract

While millions of people travel by air daily, an even larger number rely on urban public transport as their primary means of mobility. Given this reality, this study proposes the adoption of a reward system in collective transportation, inspired by airline mileage programs, as a strategy to stimulate demand and promote sustainable mobility. The research is based on the premise that passenger loyalty can be achieved through tangible benefits, encouraging a shift from private to public transport. Drawing on principles of Travel Demand Management (TDM) and gamification, the study assesses the feasibility of implementing incentive mechanisms that promote frequent system use by offering cumulative advantages. Using a mixed-methods approach (quantitative and qualitative) combined with statistical modeling, the study evaluates service quality perception, user satisfaction, and receptiveness to technological innovations. The analysis of socioeconomic data and travel patterns identified key factors influencing modal choice and the potential adoption of reward programs. The results indicate that such strategies not only enhance the attractiveness of public transport but also strengthen user loyalty by fostering a more positive relationship with the system. The findings suggest that reward systems can significantly reduce negative externalities such as traffic congestion, pollution, and urban accessibility inequalities. By integrating innovation, sustainability, and inclusion, this approach emerges as a promising tool for transforming urban mobility, making public transport more efficient and equitable.