What drives German Gen Z tourists’ intention to use urban on-site autonomous vehicles? An Extended Technology Acceptance Model Study

Hager Felicitas () and Malhado Acácia ()
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Hager Felicitas: 84592 School of Business Studies School of Business Studies Berlin Germany
Malhado Acácia: School of Business Studies Stralsund Germany

Zeitschrift für Tourismuswissenschaft, 2025, vol. 17, issue 3, 345-369

Abstract: This study investigates the acceptance of autonomous vehicles in a tourism context, focusing on Generation Z. Building on the Technology Acceptance Model (TAM), the research integrates the context-specific construct Openness for Touristic Use to analyse key factors influencing technology acceptance. With this construct as hypothesised antecedent, the model examines the influence of the constructs Perceived Usefulness and Perceived Ease of Use on the construct Intention of Use. Data were collected through an online survey (n = 134) and analysed using structural equation modelling. The results confirm a strong effect of the Perceived Ease of Use on both the Perceived Usefulness and the Intention to Use. Moreover, a significant relationship between the Openness for Touristic and Perceived Ease of Use is verified. However, the Perceived Usefulness did not significantly influence the Intention to Use, nor did the Openness for Touristic Use affect the Perceived Usefulness. These findings suggest that in tourism contexts, usability and attitudinal openness may be more relevant than functional utility in shaping behavioural intention. The model demonstrates strong explanatory power, particularly for the Intention to Use (R² = 84.5 %). Theoretically, the study extends TAM by highlighting the importance of context-specific constructs and questioning the primacy of usefulness in hedonic or novel settings. Practically, it suggests that designing intuitive and accessible AV services may enhance adoption among younger, tech-savvy tourists. The findings provide guidance for tourism stakeholders and urban planners as autonomous vehicle technologies begin to shape future mobility experiences.

Keywords: Autonomous vehicles; Technology Acceptance Model; Tourism mobility; Gen Z; Structural equation modelling; Autonome Fahrzeuge; Technologieakzeptanzmodell; Tourismusmobilität; Gen Z; Strukturgleichungsmodellierung (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:touwis:v:17:y:2025:i:3:p:345-369:n:1003

DOI: 10.1515/tw-2025-0019

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