Does using public transport affect tourist subject well-being and behaviour relevant to sustainability? Value-attitude-behaviour theory and artificial intelligence benefits
Myung Ja Kim, Myung Ja Kim, C. Michael Hall, Namho Chung, Minseong Kim, Minseong Kim, Kwonsang Sohn
Abstract
Increasing tourist use of public transport is a potentially significant means of reducing greenhouse gas emissions. There are limited theoretically informed studies that focus on domestic tourist use of public transport, particularly in an Asian cultural context (e.g. South Korea). To bridge the research gap, this study applies and tests an extended value-attitude-behaviour (EVAB) theory, including personal and social norms and subjective well-being, along with artificial intelligence (AI) benefits as a moderator based on partial least squares-structural equation modelling, multi-group analysis, fuzzy-set qualitative comparative analysis and deep learning in South Korea. The high and low AI benefit groups are compared to each other according to multi-analysis methods. Results revealed that the EVAB model well explains travellers’ behaviour with public transport and AI benefits partially moderate the research model, showing some unique differences.