Reasons for tourist intention to use e-bike sharing services; an application behavioral reasoning theory (BRT)

Abstract

Purpose This study aims to explore the essential factors of the reason for (RF) and reason against (RA) and their impact on tourist attitudes and intentions to use e-bike sharing services by using a novel approach based on behavioral reasoning theory (BRT). Design/methodology/approach A quantitative method was used to collect data from 292 tourists and analyze the data using the partial least squares structural equation modeling (PLS-SEM) technique. Findings The outcomes indicate that both “RF” and “RA” are crucial in affecting tourist attitudes and intentions to use e-bike-sharing services. In addition, factors such as convenience, price saving and time saving were identified as “RF” while “RA” weather conditions, safety concerns and image barriers were identified that affect tourist attitudes and intention to use e-bike sharing services. These findings also indicate that tourists’ values of openness to change significantly influence “RF” and have no impact on “RA” and attitude toward e-bike-sharing services. Practical implications This study provides valuable insights that complement the existing literature on electric bike sharing and BRT in the context of promoting sustainable and eco-friendly consumption. Originality/value This research takes a significant step forward in investigating the tourist attitudes and intentions toward using e-bike sharing services in a tourist destination growing economy by using the BRT theory and proposing a model that considers both the “RF” and “RA” using e-bikes for urban transportation.