Investigating tourists' awareness of climate change in the context of the adoption of MaaS: A fuzzy hybrid analysis approach

Tourist destinations are introducing Mobility as a Service (MaaS) packages to satisfy tourists’ needs and reduce the use of private or rental cars. The main objectives of this paper are: (1) to explore the extent to which the latent variable tourists’ awareness of climate change (TACC) depends on a set of covariates with a particular focus on certain variables related to the MaaS concept; and (2) to analyse the elasticity of the latent variable (TACC), analysing the indicators that form the TACC latent variable as well as some specific MaaS-related segments. A Fuzzy Hybrid Analysis approach is applied to the information matrix provided by a survey administered to 1218 respondents in Gran Canaria and Tenerife. The results confirm statistically significant differences in the latent variable for a group of covariates with particular relevance for those more inclined to use bike-sharing systems at the destination. The results also show that the TACC index is less elastic regarding items in which environmental problems are significant today, and that it is essential to promote policies that reduce greenhouse gas emissions. Still, the responses vary widely depending on whether respondents are regular bike riders. The study offers valuable insights for destination marketing and management professionals. By understanding the connections between MaaS, climate change awareness and tourist behaviour, destinations can develop more sustainable tourism strategies that appeal to environmentally conscious travellers.