URBAN AIR MOBILITY(UAM) ACCEPTANCE IN JEJU TOURISM: AN INTEGRATED TECHNOLOGY ADOPTION MODEL

Urban Air Mobility (UAM) offers eco-friendly transportation via electric vertical takeoff and landing (eVTOL) technology. With Jeju Island aiming for tourism-oriented UAM by 2025, this study examines factors influencing UAM acceptance. By integrating TAM and UTAUT2 with variables like innovativeness and environmental concerns, it addresses UAM's unique features. Using PLS-SEM on survey data from 1,000 participants, the study identifies key factors such as<br/>environmental concern, hedonic motivation, and performance expectancy in shaping perceived usefulness. Attitudes mediate behavioral intention, while hedonic motivation enhances adoption intention, highlighting its role in tourism. The findings emphasize designing marketing strategies that highlight UAM’s environmental benefits and experiences. They extend TAM and UTAUT2 to UAM, offering insights for policymakers and service providers in tourism.