Factors affecting the behavioral intention of tourists on the use of bike sharing in tourism areas

Bicycle tourism is an emerging and growing type of tourism that can play an essential role in the economic, cultural, and social development of recreational areas. The present study, by integrating the Theory of Planned Behavior (TPB) and Technology Acceptance Model (TAM), explores the determinants of the behavioral intention to use bike sharing as a new technology for the development of tourism in recreational areas. Factors derived from the heuristic factor analysis include attitude, subjective norm, perceived behavioral control, perceived usefulness, perceived ease of use, and interest in technology. This study was conducted to provide insights into users and their behavioral intention to use bike sharing systems in recreational areas of Gorgan, Iran based on a hypothetical scenario. Accordingly, 846 questionnaires were completed during the research process. The results of structural equation modeling and data analysis showed a reasonably good fit of the model. According to the findings in TPB, the two factors of perceived behavioral control and attitude have the most direct effect and the factor of interest in technology exerts the highest indirect effect on behavioral intentions. On the other hand, subjective norm has the lowest direct effect on behavioral intention which could be improved by fostering bike sharing system infrastructure and its public use. In the TAM, the two factors of perceived usefulness and perceived ease of use, besides their positive effect on attitude, exert a significant impact on the interest in technology. In light of the respondents' interest and the importance of cycling in nature, it is essential to create infrastructure and facilities. The potential of the recreational destinations of cycling and nature resorts should be considered by transportation planners and relevant officials.