Factors influencing the adoption of e-scooters for sustainable tourism in cultural heritage sites

Cultural heritage sites represent invaluable repositories of human history and collective memory, offering visitors immersive experiences beyond conventional tourism. However, the growing intensity of global tourism necessitates sustainable strategies to minimize environmental impacts while enriching visitor engagement. In this context, e-scooters have emerged as an innovative micro-mobility solution, providing low-carbon, accessible, and flexible transportation aligned with sustainable tourism principles. With minimal infrastructure needs and zero emissions, e-scooters strike a balance between heritage preservation, environmental stewardship, and visitor convenience. This study investigates e-scooter adoption within cultural heritage tourism, addressing a significant knowledge gap by examining the interplay among technology acceptance, sustainable practices, and memorable visitor experiences. The study examines perceived utility and usability using the Technology Acceptance Model, attitude, socio-cultural dimensions, and destination image, and how these factors influence travelers' adoption intentions—a structured survey of visitors to Thai heritage sites collected responses across 36 items and 10 constructs. Data analysis using PLS-SEM confirmed the model's strong explanatory power, with behavioral intention yielding an R 2 value of 0.667. Findings highlight the potential of e-scooters to enhance cultural preservation, support sustainability goals, and improve satisfaction. Recommendations include interactive route guides, safety awareness, environmental promotion, and stakeholder collaboration to integrate innovation into sustainable tourism strategies.