제주도 잠재관광자의 ‘탐라 자율주행차’ 이용의도 결정요인

Abstract

This study seeks to identify the factors influencing the intention to use Tamra autonomous vehicles among potential Jeju Island tourists. Specifically, we examined motivated consumer innovativeness, perceived safety, and environmental concern as determinants of the intention to use autonomous vehicles. Understanding tourists' intentions to use autonomous vehicles is crucial in the tourism industry, as it is a sustainable transportation method and enhances the tourism experience through effective technology implementation. However, the determinants shaping tourists' attitudes to use autonomous vehicles remain under-researched. To address this research gap, data was collected between May 22 and 31, 2023 from potential tourists planning to visit Jeju Island, with their trips scheduled within December 2023. Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that the functional, hedonic, and social factors of motivated consumer innovativeness, perceived safety, and environmental concern significantly and positively affect attitudes toward autonomous vehicles, intention to use, and willingness to pay. This study contributes to the tourism field by shedding light on the determinants that influence the intention to use autonomous vehicles, which are a crucial aspect of the emerging mobility form in future tourism. Leveraging the potential of autonomous vehicles to provide safe, environmentally conscious, and technologically immersive travel solutions, the study seeks to empower tourism stakeholders in developing cutting-edge transportation services aligned with the evolving demands and expectations of modern travelers.