Tourism, technology and sustainability: exploring autonomous vehicle adoption

Purpose Despite increasing scholarly interest in the intersection of tourism and emerging technologies, the integration of autonomous vehicles (AVs) within tourism contexts remains insufficiently examined. This study aims to investigate key determinants of tourists’ intentions to adopt AV services, emphasizing the roles of motivated consumer innovativeness (MCI), perceived safety and environmental concerns. By exploring these factors, the research aims to provide insights into tourists’ acceptance of AVs and inform strategies for effective implementation within the tourism industry. Design/methodology/approach This study used Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine data from 400 prospective visitors to Jeju Island. Multigroup analysis (MGA) was incorporated to evaluate differential effects of variables across two automation levels: partially AVs and fully AVs. Findings MGA revealed distinct influences: for fully AVs, only hedonic MCI and perceived safety significantly impacted usage intention, while for partially AVs, functional, hedonic and social MCI, along with perceived safety and environmental concerns, shape attitudes and behavioral intentions. These findings deepen the understanding of cognitive and emotional factors influencing tourists’ acceptance of innovative transportation solutions. Practical implications This study contributes to tourism literature by identifying key drivers of AV adoption and positioning AVs as a sustainable mobility solution in tourism. Originality/value This study contributes novel insights by comparing how different levels of vehicle automation influence tourists’ attitudes and behavioral intentions toward AVs through the lens of MCI, offering empirical evidence from a real-world tourism context.