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Risk Perceptions Using Urban and Advanced Air Mobility (UAM/AAM) by Applying a Mixed Method Approach

Author

Listed:
  • Jaeho Yoo

    (Department of Tourism Science, Kyung Hee University, 26 Kyungheedae-ro, Hoegi-dong, Dongdaemun-gu, Seoul 02447, Republic of Korea)

  • Yunseon Choe

    (School of Community Resources & Development, The Hainan University—Arizona State University Joint International Tourism College, Arizona State University, 411 N. Central Avenue, Phoenix, AZ 85004, USA)

  • Soo-i Rim

    (Department of Tourism Science, Kyung Hee University, 26 Kyungheedae-ro, Hoegi-dong, Dongdaemun-gu, Seoul 02447, Republic of Korea)

Abstract

From a mobility rationale, advanced air mobility (AAM) and/or urban air mobility (UAM) claims a reduction in travel time with integration into intermodal transportation networks and a reduction in ground traffic congestion due to the current modal shift to air, ultimately contributing to more sustainable transportation. Starting in 2025, South Korea is planning to operate air taxis between International Airport and Seoul downtown. This study applied a mixed-method approach to identify barriers to the use of air taxis by investigating consumers’ risk perception of air taxis. A focus group interview yielded a scale with 18 items across five dimensions. Next, through exploratory factor analysis, the 18 items were reduced to 10 items across two dimensions: safety risk (6 items) and cyber risk (4 items). The findings of this study will offer practical guidelines for creating marketing tools and designing strategic management planning for air taxis. The risk perception using air taxis will assist with creating a more strategic and efficient business model that destination management organizations, developers, and policymakers can utilize.

Suggested Citation

  • Jaeho Yoo & Yunseon Choe & Soo-i Rim, 2022. "Risk Perceptions Using Urban and Advanced Air Mobility (UAM/AAM) by Applying a Mixed Method Approach," Sustainability, MDPI, vol. 14(24), pages 1-14, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16338-:d:995951
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    References listed on IDEAS

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    1. Rohit Goyal & Colleen Reiche & Chris Fernando & Adam Cohen, 2021. "Advanced Air Mobility: Demand Analysis and Market Potential of the Airport Shuttle and Air Taxi Markets," Sustainability, MDPI, vol. 13(13), pages 1-15, July.
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    3. Shiva Ilkhanizadeh & Mahmoud Golabi & Siamand Hesami & Husam Rjoub, 2020. "The Potential Use of Drones for Tourism in Crises: A Facility Location Analysis Perspective," JRFM, MDPI, vol. 13(10), pages 1-13, October.
    4. Tobias Biehle, 2022. "Social Sustainable Urban Air Mobility in Europe," Sustainability, MDPI, vol. 14(15), pages 1-17, July.
    5. Goyal, Rohit & Reiche, Colleen & Fernando, Chris & Cohen, Adam, 2021. "Advanced Air Mobility: Demand Analysis and Market Potential of the Airport Shuttle and Air Taxi Markets," Institute of Transportation Studies, Research Reports, Working Papers, Proceedings qt4b3998tw, Institute of Transportation Studies, UC Berkeley.
    6. Cohen, Adam P & Shaheen, Susan A PhD & Farrar, Emily M, 2021. "Urban Air Mobility: History, Ecosystem, Market Potential, and Challenges," Institute of Transportation Studies, Research Reports, Working Papers, Proceedings qt8nh0s83q, Institute of Transportation Studies, UC Berkeley.
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