Tourists' intention to use urban air mobility (UAM) based on the extended technology acceptance model(ETAM): Focusing on safety perception, corporate trust, and consumer innovativeness

With the rapid increase in urban populations in large cities worldwide, overcrowding, traffic congestion, and carbon dioxide emissions have become severe societal challenges. In response, governments are actively promoting urban air mobility(UAM) as a transportation innovation to address various urban problems such as traffic congestion, parking difficulties, and environmental pollution. This study focuses on tourists' intention to use UAM, which is gaining attention as a sustainable tourism model as well as a solution to urban problems. This study analyzes the effects of external variables such as safety perception, corporate trust, and consumer innovativeness on belief variables such as perceived usefulness, ease of use, and enjoyment to identify the effects of these belief variables on intention to use. The findings demonstrated significant pathways through which external variables influence belief variables. Safety perception significantly affected all belief variables, corporate trust significantly affected perceived ease of use, and consumer innovativeness significantly affected perceived usefulness. However, corporate trust did not significantly impact perceived usefulness and perceived enjoyment, and consumer innovativeness did not significantly affect perceived ease of use and perceived enjoyment. Additionally, perceived usefulness, perceived ease of use, and enjoyment all significantly impact intention to use. These findings contribute to the literature by refining the detailed factors affecting UAM usage intention, applying an extended technology acceptance model, and providing a foundation for future UAM research in the tourism industry. Moreover, this study provides implications for the continued use and revitalization of UAM and suggests practical implications for its commercialization.