Role of Safety Perception and Technological Factors in Shaping Helicopter Service Demand in Mountainous Regions

Abstract: Transportation plays a crucial role in connecting remote regions, yet mountainous terrains pose significant challenges for traditional infrastructure. In northern and northeastern India, helicopters have become a key solution, offering rapid, flexible access to difficult-to-reach areas. However, the demand and user willingness to adopt helicopter services is influenced by factors such as Safety Perception and Technological Factors. This study investigates the impact of these factors on helicopter service demand and explores the mediating role of technology in enhancing safety concerns. Using an empirical research design, data were collected from 546 participants through an online survey in India’s mountainous regions. Factor and regression analyses were employed to assess relationships between Safety Perception, Technological Factors, and Demand. Results revealed that both factors positively impact demand, with technological advancements playing a mediating role in amplifying the influence of safety perceptions on demand. The study underscores the importance of improving both safety features and technological infrastructure to boost consumer confidence and increase demand for helicopter services in mountainous areas. These findings have implications for service providers and policymakers aiming to enhance air connectivity in challenging terrains. Keywords: Helicopter services, Safety Perception, Technological Factors, Mountainous region, Structural equation modelling JEL Classification Number: R41, L93