Hacia una movilidad sostenible en Madrid: una estrategia comunicativa para mejorar el servicio BiciMAD.

摘要

This article presents a proposal for improvements of the communication area of Madrid bicycle sharing system, BiciMAD. The first part describes the context in which public bicycles have appeared in European and Spanish big cities, focusing on the description of the public policies of sustainable mobility that enhance the use of the bicycle. The second part, based on a qualitative empirical research, presents a series of measures aiming to improve the communication and promotion area of BiciMAD. The objective is to obtain a better image of the system and to turn BiciMAD into a reference in terms of sustainable mobility in Madrid.