Decoding tourist perceptions and behavioral intentions to use electric vehicles for sustainable tourism with the lens of technology continuance theory

Abstract

Purpose This study aims to explore tourist perceptions and behaviors toward electric vehicles (EVs) in the Delhi National Capital Region using the technology continuance theory. Design/methodology/approach An online survey involving 226 respondents uses structural equation modeling to analyze correlations among factors, including perceived enjoyment, facilitating conditions, ease of use, satisfaction, cost, image and performance. Findings This study reveals that enhancing perceived enjoyment and facilitating conditions can improve the user-friendliness of EVs. Additionally, reducing perceived cost, enhancing image and improving perceived performance can increase the perceived usefulness of EVs. Perceived ease of use strongly influences user satisfaction, while perceived usefulness and satisfaction positively impact users’ attitudes and intentions to use EVs. Although factors such as experience, environmental consciousness, age and gender influence perceptions, focusing on enjoyment, facilitating conditions, cost, image and performance can significantly enhance user satisfaction and intention to use EVs. Research limitations/implications The findings underscore several actionable recommendations for businesses and policymakers to boost EV adoption at tourist destinations. The potential benefits of EV adoption, such as improved environmental sustainability, enhanced technological image and increased tourist satisfaction, can serve as a source of inspiration and motivation. Enhancing user experience by prioritizing comfort and convenience in EV design is crucial. Addressing cost concerns through incentives and cost-effective pricing strategies can make EVs more appealing. Marketing campaigns highlighting environmental benefits and technological advancements can improve EV image and performance perception. Prioritizing tourists’ satisfaction and support services is essential, along with educational campaigns to increase awareness. Infrastructure development, including expanding charging networks, and supportive policies like tax incentives, can further encourage EVs adoption, accelerating the transition to sustainable transportation. Originality/value This research contributes to understanding tourist perspectives on EV adoption within the context of sustainable tourism and technology adoption.