Tourists’ perceptions of autonomous vehicles: A qualitative approach

Abstract

This study examines travelers’ perceptions and attitudes toward autonomous vehicles (AVs) in tourism destinations. Adopting a qualitative approach, data were collected through semi-structured interviews with 20 travelers and analyzed using content analysis. Drawing on a cognitive–affective perspective, the findings reveal that travelers’ evaluations of AVs are shaped by both perceived advantages and disadvantages, which are closely linked to their perceptions and emotional responses. The results further indicate that cognitive (perceptions) and affective (feelings) responses are associated with behavioral intentions, including destination choice and willingness to pay for AV services. While many participants expressed positive expectations regarding convenience and novelty, concerns related to safety, trust, and technological reliability were also evident. By integrating cognitive–affective and appraisal perspectives, this study contributes to tourism and technology literature by offering a structured understanding of how travelers respond to emerging mobility technologies. The findings also provide practical insights for destination managers.

Keywords

autonomous vehicle, feelings, perception, cognitive–affective responses, behavioral intention

ORCID Identifiers

Nese Yilmaz: https://orcid.org/0000-0003-0168-2907

Eda Ozgul Katlav: https://orcid.org/0000-0002-4168-909X

Ozan Atsiz: https://orcid.org/0000-0003-2962-1903

DOI

doi.org/10.5038/2640-6489.11.1.1374

Recommended Citation

Yilmaz, N., Ozgul-Katlav, E., & Atsiz, O. (2026). Tourists’ perceptions of autonomous vehicles: A qualitative approach. Journal of Global Business Insights, 11(1), 79-95. https://www.doi.org/doi.org/10.5038/2640-6489.11.1.1374