Which tourists use shared e-micromobility and why: the influence of perceptions and destination image

Micromobility, including shared e-scooters and e-bikes, is emerging as a crucial component of sustainable urban transport. While extensive research has examined micromobility use among residents, less is known about tourists' adoption and perceptions. This study addresses two key questions: (a) which types of tourists are more likely to use shared e-micromobility, and (b) how perceptions of this mode and the image of the destination influence its use. Using primary data from 276 intercept surveys and 17 follow-up interviews with visitors in Brisbane, Australia, findings reveal that women, older adults and international visitors are less likely to use e-scooters, whereas demographic factors do not significantly affect e-bike use. Trip purpose also influences e-scooter uptake, with business travellers more inclined to use them than vacationers. Positive perceptions, especially around ease of use, safety and affordability, correlate with higher adoption, while cost and safety concerns constitute barriers. Dedicated infrastructure and experiential learning boost confidence and promote use. Both users and non-users associate shared micromobility schemes with progressive urban values and a positive city image. Policy recommendations to enhance visitor experience and uptake, in Brisbane and similar cities, include differentiated promotional strategies for e-scooters and e-bikes, affordable pricing and the integration of micromobility into urban branding.