Effects of Value-Belief-Norm Theory, ESG, and AI on Space Tourist Behavior for Sustainability With Three Types of Space Tourism

Author:

Kim Myung Ja1ORCID,Hall C. Michael12345,Kwon Ohbyung6,Sohn Kwonsang67

Affiliation:

1. College of Hotel and Tourism Management, Kyung Hee University, Seoul, Republic of Korea

2. Department of Management, Marketing, and Tourism, University of Canterbury, Christchurch, New Zealand

3. Geography Research Unit, University of Oulu, Oulu, Finland

4. School of Business and Economics, Linnaeus University, Kalmar, Sweden

5. Department of Service Management and Service Studies, Lund University, Helsingborg, Sweden

6. School of Management, Kyung Hee University, Seoul, Republic of Korea

7. The College of Business Administration, Inha University, Incheon, Republic of Korea

Abstract

Since reusable launch vehicles have revolutionized access to space, space tourism has received enormous policy and research attention. However, such growth is occurring within a wider context of concerns over climate change, emissions, and space debris. Although the space industries have enormous environmental impacts, few studies have been undertaken on the sustainability of space tourism. Therefore, we aim to create and assess an extended value-beliefs-norms theory with environmental, social, and governance (ESG) factors, trust in artificial intelligence (AI), and the benefits of AI, in comparing three types of space tourism (Earth, suborbital, and orbital). To achieve the goals, multi-method analyses of 1,000 respondents were applied, including partial least squares-structural equation modeling, multi-group analysis, fuzzy-set Qualitative Comparative Analysis, and deep learning. Results revealed that the extended value-belief-norm model well explains space tourist behavior, ESG also has significant roles on the research model, and the three types have unique characteristics.

Funder

institute for information and communications technology promotion

national research foundation of korea

Artificial Intelligence Convergence Innovation Human Resources Development

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development

Reference91 articles.

1. Adetunji J. (2021). Five ways artificial intelligence can help space exploration. https://theconversation.com/five-ways-artificial-intelligence-can-help-space-exploration-153664

2. Trust, social capital, and the bond market benefits of ESG performance

3. Bagchi S. (2021). How AI is sky rocketing space exploration. https://www.cxotoday.com/ai/how-artificial-intelligence-is-sky-rocketing-space-exploration/

4. BlackRock. (2022). Larry Fink’s Annual 2022 Letter to CEOs. https://www.blackrock.com/corporate/investor-relations/larry-fink-ceo-letter

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