Tourism innovation on the road: explaining smart helmet adoption among motorcycle tourists

Purpose This study aims to understand the emotional and behavioral influences on motorcycle tourists’ acceptance of the ICR smart helmets, using the Behavioral Reasoning Theory. Design/methodology/approach The sample of 384 motorcycle tourists from Pakistan was analyzed through using SmartPLS, the cultural values, rationale of adoption, attitudes and intention, along with emotional intelligence as a moderating variable. Findings The cultural values explain the adoption or non- adoption of smart helmets. The positive reasoning improves the attitude and intention of the motorbike tourists’ adoption of the smart helmets, whereas the negative reasoning holds back the adoption. The attitudes improve the adoption or non-adoption of the smart helmets. Emotional intelligence has a marginal influence on the negative impacts of the reasoning, and has no positive impact on the positive reasoning or attitudes. Research limitations/implications Limitations include the study’s cross-sectional design and specific focus on Pakistan, necessitating future longitudinal and cross-cultural validation that accounts for prior technology familiarity and actual usage. Despite these bounds, the study extends Behavioral Reasoning Theory by identifying “reasons against” and emotional intelligence as critical factors in high-risk tourism. Practically, stakeholders should prioritize simplicity, privacy, and reassurance over technical innovation to effectively reduce user anxiety. Originality/value This study enhances BRT by including cultural and emotional aspects into a cohesive framework for comprehending technology acceptance and resistance in motorcycle tourism. It offers innovative perspectives on the psychological dynamics influencing smart-helmet acceptance.