Transport Accessibility Index as a Marketing Indicator of a Region’s Attractiveness

This article presents the concept of the Transport Accessibility Index (ITA) as a marketing indicator of a region’s attractiveness. Using the Moscow metropolitan area as an example, it proposes an approach that combines spatial and temporal data on commuting with telematic traffic indicators. The methodological basis is the author’s GIS methodology for monitoring transport mobility using Yandex.Traffic platform data for 2020–2024. The ITA includes two components: a topological index ITATOPO, reflecting the sustainable quality of infrastructure and connectivity, and a dynamic index ITACONG, characterizing time losses due to congestion. Both are calculated using a radial logarithmic model, normalized relative to the agglomeration’s reference radius. The results demonstrate a sustainable improvement in infrastructure connectivity and a reduction in traffic congestion. Correlation analysis with the Urban Environment Quality Index (UEQI) confirmed the link between transport efficiency and perceived urban comfort. The UEQI demonstrated its potential as a territorial marketing tool suitable for positioning regions and assessing the effectiveness of transport and urban planning programs.