Exploring tourist hesitancy about shared mobility during vacations: A text-mining and cluster analysis

This study investigates tourists’ barriers to adopting shared-mobility services, an area not extensively explored in the tourism literature. Utilizing a multi-method approach that includes a survey, text mining of online reviews, and hierarchical cluster analysis, it identifies three tiers of intertwined barriers—individual, operational, and macro-contextual—and categorizes tourists into three distinct clusters: Adaptable Travelers, Moderate Explorers, and Cautious Tourists. Emotional-discomfort and perceived-utility barriers emerged as significant individual-level deterrents. Operational issues such as app malfunctions and inadequate infrastructure were found to exacerbate those barriers, while macro-contextual factors, including social norms and local support, appeared to play crucial roles in shaping tourists’ perceptions. The findings provide actionable insights into service providers and policymakers looking to enhance shared-mobility services, tailor strategies for different tourist segments, and promote sustainable tourism.