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

Chinese Abstract

游客对自动驾驶汽车的看法:质性研究

本研究探讨游客对旅游目的地自动驾驶汽车（AVs）的感知与态度。研究采用了质性方法，对20名游客进行半结构式访谈，并使用内容分析法进行分析。研究结果表明，基于认知—情感视角，游客对自动驾驶汽车的评价受到其感知优势和劣势的双重影响，而两者与他们的感知判断和情感反应密切相关。研究结果进一步表明，认知(感知)和情感(感受)反应均与行为意图相关，包括目的地的选择以及为自动驾驶汽车服务付费的意愿。尽管许多受访者对自动驾驶汽车的便利性和新颖性表达了积极的期望，他们同时也对其安全性、信任度和技术可靠性表示担忧。本研究通过整合认知—情感视角和评估视角，为旅游和技术领域提供了一个结构化的框架，理解游客如何应对新兴出行技术。此外，研究结论亦为目的地管理者提供了实践指南。

自动驾驶汽车、情绪感受、感知、认知—情感反应、行为意向

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

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/10.5038/2640-6489.11.1.1374