Identifying potential market niches for Demand Responsive Transport

This paper aims to help address this research gap by drawing on the findings of two qualitative research data collection efforts, exploratory in-depth interviews and focus groups, each including industry experts. Using a marketing framework, developments at the micro, meso and macro levels are explored to determine the circumstances necessary for developing 'successful' DRT market niches. Implications for managerial practice include integration of services to improve market penetration and in responding to market development opportunities aimed at the general public. Technology plays the greatest role in responding to market niche demand, primarily in enabling flexible booking and providing real time information, supporting market development, product development and diversification opportunities.