Shaping the Future of Mobility in Gothenburg: The Implementation of a Cycle Taxi Service A case study in collaboration with Addvelo and The Space – First to Know

Sammanfattning: As a result from the ongoing urbanization, the population in cities throughout the world is continuously increasing. Despite the benefits that urbanization brings, cities are facing challenges related to the increased demand for travel. With congested roads and a high amount of pollution caused by motorized vehicles, there is a need for innovative means of transportation in order to cope with the challenges and reduce the environmental impact. This thesis aims at investigating the current travel patterns, challenges connected to the mobility market, and the desired market in order to find the potential for a cycle taxi service as a complement to the existing mobility options in Gothenburg. Due to the lack of academia and theory within topic, a theoretical framework has been derived from related literature and subjects that are believed to influence the potential for the service. In order to submit a conclusion, the empirical findings are presented through a SWOT analysis, where strengths and opportunities of the cycle taxi service are weighted against the weaknesses and threats that have been found in the research.