Environmental attitudes’ impact on mobility-as-a-service in tourism destinations: The Canary Islands case

• Environmental attitudes on preferences for MaaS in tourism destinations are studied. • A Hybrid choice model including environmental concern and behaviour is estimated. • WTP for services within the MaaS bundles are obtained for some socioeconomic groups. • Elasticity of WTP with respect to latent variables are calculated. • Different policy scenarios highlight public transport preponderance. This paper examines how environmental attitudes affect preferences for mobility-as-a-service (MaaS) in two major mass tourism destinations in the Canary Islands. Using data from a survey that includes a discrete choice experiment presenting a range of mobility packages and several attitudinal questions, a hybrid choice model is estimated to assess how tourists’ perceptions of MaaS features vary with environmental concern and behaviour, both in daily life and during vacations. The study contributes to a better understanding of MaaS adoption among tourists by calculating their willingness to pay (WTP) for specific components and, critically, analysing their elasticity relative to key latent variables. Our research also evaluates various policy scenarios, revealing that tourists are significantly more inclined to adopt MaaS packages that integrate public transport and offer distinct benefits for excursions. These novel insights provide direct empirical support for policies promoting sustainable tourism and offer a robust framework for MaaS service design.