Public Transport Mobility Experience Context, Personal Norms and Hierarchy of Needs Model: Three Field Studies

This study aims to integrate personal norm theory and Alfonzo's five‐level hierarchy of needs model to explain international tourists' mobility experience of water transportation mode to non‐urban tourism destinations. Employing a sequential explanatory method, this study reveals new themes that define Alfonzo's theory in transport and tourism studies. Personal norms positively influence the feasibility, accessibility, safety, comfort, and pleasurability of tourist transportation modes. However, dimensions of transportation mode, comfort, and pleasurability negatively influence tourists' mobility experience. This research further contributes to the literature by introducing new themes that support an integrated two‐theory framework. Transportation and tourism authorities should define marketing strategies that offer quality and memorable mobility experiences that promote water travel behaviour within sustainable tourism.