Comparing Urban and Non-Urban Residents’ Sustainable Tourism Mobility

Promoting public and active transport among tourists is key to lowering emissions, although this is challenging in areas with scarce public transport, such as non-urban areas. This study explores differences in sustainable tourism mobility between urban and non-urban residents, factoring in air quality, climate change mitigation, well-being, and smart apps. Two surveys were conducted targeting users of different transport modes: one survey of public transport users (n=500) and one survey of active transport (walking/cycling) users (n=660). The surveys measured attitudes, behaviors and other factors related to the respondents use of these sustainable transport modes. The research employs mixed methods of PLS-SEM, MGA, and fsQCA to assess intent towards sustainable transport. Findings indicate significant impacts of sustainability factors and smart apps on public transport intentions. However, for active transport, only air quality, climate change mitigation, and well-being are significant. Notably, MGA shows minimal differences between urban and non-urban transport preferences, unlike fsQCA. The study presents a range of strategies to promote sustainable tourism mobility, particularly emphasizing the use of smart apps and the importance of environmental improvement policies. It suggests the need for technological infrastructure enhancements, air quality improvements, climate change mitigation, and well-being promotion programs. It highlights the importance of collaboration between cities and non-urban areas to create complementary sustainable transportation policies. This study plays an important role in exploring how environmental protection and tourism demand can be achieved simultaneously in non-urban areas.