Beyond human drivers: understanding female tourists’ acceptance of autonomous vehicles in tourism
Xiaohong Wu, Zhouwei Yang, Rob Law, Rongxiu Gong, Han Xu
Abstract
Artificial intelligence is transforming urban mobility through autonomous vehicle (AV) ride-hailing services, yet consumer acceptance remains underexplored, particularly among female tourists who may benefit from reduced gender-based harassment risks. Drawing on cognitive appraisal theory, this study examines factors influencing female tourists’ continued AV usage and word-of-mouth (WOM) intentions. Surveying 309 female tourists in China, results reveal that performance expectancy and facilitating conditions directly and indirectly influence service adoption and WOM behavior. Sexual harassment reduction and perceived risk significantly shape female tourists’ decisions through trust. These findings advance research on gender-specific innovative technology acceptance and provide insights for destination management.