Transport Marketing Strategies: Bridging High-Speed Rail and Territorial Economic Intelligence

Résumé

Abstract

The rapid expansion of high-speed rail (HSR) networks worldwide has exposed critical gaps in last-mile connectivity between stations and passengers’ final destinations. This study investigates how transport marketing strategies can synergize macro-level HSR systems (comparing France’s TGV and Morocco’s Al Boraq) with micro-level user experiences through the lens of Territorial Economic Intelligence (TEI). Grounded in an interpretivist paradigm, our research employs mixed methods, including comparative case studies, passenger surveys, and ethnographic observations at transit hubs, and discourse analysis of traveler feedback. Key findings reveal that while HSR operators excel at intercity service branding, they often overlook last-mile accessibility challenges, leading to passenger frustration due to fragmented information, physical barriers, and inequitable service distribution. The study proposes a novel “HSR+TEI” framework to align infrastructure planning with passenger-centric marketing, offering practical tools for cities to do so while advancing theoretical debates on spatial justice in mobility systems. Limitations include the Franco–Moroccan focus, suggesting future research avenues in Global South contexts and AI-driven personalization of last-mile solutions.

Keywords: High-speed rail marketing, last-mile connectivity, Territorial Economic Intelligence, Spatial justice.