Mobility and e-Tourism: Analysing e-Mobility Adoption in Spanish Rural Tourism

Touristic mobility is a major contributor to greenhouse gas emissions, particularly due to the dominance of private vehicle. This study explores the determinants of sustainable transport choices among domestic tourists in Spain, focusing on how individual, territorial, and digital factors influence the adoption of public and low-emission transport modes. Using the Resident Tourism Survey (INE, 2016–2024), we estimate logistic and ordered regression models that incorporate sociodemographic variables, trip characteristics, and e-tourism indicators. Results reveal a strong association between digital planning and sustainable modal choice, particularly in urban and coastal destinations. Additionally, cultural and educational travel activities are more likely to be linked to public transport use, while leisure activities show a higher dependence on private modes. Socioeconomic factors like income, education, and age also significantly affect transport behaviour. This research highlights the need for territorialised, integrated policies to promote sustainable mobility in tourism, especially in rural areas. Enhancing digitalisation, improving public transport access, and tailoring strategies to specific regional and profiles are key to enabling a greener transition in tourism mobility.