Risk Perceptions Using Urban and Advanced Air Mobility (UAM/AAM) by Applying a Mixed Method Approach

Jaeho Yoo, Yunseon Choe () and Soo-i Rim
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Jaeho Yoo: Department of Tourism Science, Kyung Hee University, 26 Kyungheedae-ro, Hoegi-dong, Dongdaemun-gu, Seoul 02447, Republic of Korea
Yunseon Choe: School of Community Resources & Development, The Hainan University—Arizona State University Joint International Tourism College, Arizona State University, 411 N. Central Avenue, Phoenix, AZ 85004, USA
Soo-i Rim: Department of Tourism Science, Kyung Hee University, 26 Kyungheedae-ro, Hoegi-dong, Dongdaemun-gu, Seoul 02447, Republic of Korea

Sustainability, 2022, vol. 14, issue 24, 1-14

Abstract: From a mobility rationale, advanced air mobility (AAM) and/or urban air mobility (UAM) claims a reduction in travel time with integration into intermodal transportation networks and a reduction in ground traffic congestion due to the current modal shift to air, ultimately contributing to more sustainable transportation. Starting in 2025, South Korea is planning to operate air taxis between International Airport and Seoul downtown. This study applied a mixed-method approach to identify barriers to the use of air taxis by investigating consumers’ risk perception of air taxis. A focus group interview yielded a scale with 18 items across five dimensions. Next, through exploratory factor analysis, the 18 items were reduced to 10 items across two dimensions: safety risk (6 items) and cyber risk (4 items). The findings of this study will offer practical guidelines for creating marketing tools and designing strategic management planning for air taxis. The risk perception using air taxis will assist with creating a more strategic and efficient business model that destination management organizations, developers, and policymakers can utilize.

Keywords: air taxi; advanced air mobility (AAM); urban air mobility (UAM); risk perception; usage barriers; mixed method approach (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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