What drives tourists to adopt self-driving cars?

Autonomous vehicles are expected to shape mobility and tourism. This paper introduces an extension to the TAM to better understand the adoption of self-driving cars for tourism purposes. The new model (TAMAT) confirms some under-explored impacts of tourism-related variables, such as Openness to Tourism Usage and Unusual Surroundings, and the Adherence to Conventional Use on the Intention to Use self-driving cars. The research is based on online data collection (n = 646) and applies Covariance-Based Structural Equation Modelling. Findings indicate that the opportunity of using self-driving cars for tourism and unusual environments has a positive impact, while adherence to conventional car use has a negative impact on the intention to use self-driving cars.