Exploring AAM Acceptance in Tourism: Environmental Consciousness’s Influence on Hedonic Motivation and Intention to Use

Yining Suo, Chenglong Li, Li Tang and Longyang Huang ()
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Yining Suo: School of Air Traffic Management, Civil Aviation Flight University of China, Deyang 618307, China
Chenglong Li: School of Air Traffic Management, Civil Aviation Flight University of China, Deyang 618307, China
Li Tang: Vehicle Measurement, Control and Safety Key Laboratory of Sichuan Province, School of Automobile and Transportation, Xihua University, Chengdu 610039, China
Longyang Huang: School of Air Traffic Management, Civil Aviation Flight University of China, Deyang 618307, China

Sustainability, 2024, vol. 16, issue 8, 1-22

Abstract: Tourist destinations thrive on sustainable development. Electric vertical take-off and landing (eVTOL) aircraft, representing energy-efficient advancements in aviation that are pivotal to advanced air mobility (AAM), have garnered attention. Yet, the discourse on eVTOLs’ role in tourism remains scant. This study, drawing from 450 samples in the Mogan Mountain Scenic Area, introduces the AAM-tourism acceptance model (ATAM). It integrates the theory of planned behavior (TPB) and technology acceptance model (TAM) theoretical frameworks, incorporating environmental consciousness, perceived safety, hedonic motivation, and personal innovativeness, assessing their influence on tourists’ eVTOL usage intention through a structural equation model (SEM). The results reveal that environmental consciousness significantly impacts hedonic motivation and perceived usefulness, driving eVTOL adoption. Furthermore, personal innovativeness influences intention through hedonic motivation and perceived behavioral control. Therefore, environmental consciousness and hedonic motivation align deeply with eVTOL attributes, both significantly positively influencing intention to use. Thus, the study validates eVTOL’s viability in tourism and its potential for sectoral expansion. Moreover, it offers insights into how psychological factors shape eVTOL adoption, guiding the promotion of eVTOL sightseeing services and informing research on AAM acceptance across various domains.

Keywords: tourism; advanced air mobility; electric vertical take-off and landing aircraft; ATAM; environmental consciousness; theory of planned behavior; technology acceptance model; structural equation model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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