Achieving sustainability via micromobility solutions in hospitality industry: A risk analysis case study with internal stakeholders' perspectives

Micromobility solutions like bikes and e-scooters are becoming increasingly significant for the hospitality industry. Not only is the global micromobility market projected to reach $300 billion by 2030 provided in McKinsey report, but it also offers a sustainable way for guests to explore destinations, reducing reliance on cars and traffic congestion. This can contribute to a greener image for hotels and cater to eco-conscious travelers, all while providing guests with a convenient and fun way to navigate the places. While micromobility solutions hold immense potential for the hospitality industry, there are risks and challenges to consider such as guest inexperience, helmet availability, storage space for vehicles. Thus, the purpose of this research is to investigate the micromobility risks in hospitality business, and the important internal stakeholders playing role in achieving these challenges. In order to analyze these defined risks and stakeholders, a novel Picture Fuzzy Sets based MACTOR analysis is developed to provide in-depth examination. The findings reveal that overcoming these risks can position hospitality service providers as leaders in sustainable practices and provide guests with a convenient and eco-friendly way to explore. Practitioners and managers can refer to the analysis details in terms of planning their operations. The paper also makes a theoretical contribution by extracting the details of risks and stakeholders, and by proposing a novel approach.