Exploring tourist adoption and perception of e-hailing services: An empirical study of UNESCO World Heritage Site of Melaka

Abstract

The adoption of e-hailing services by tourists has become increasingly relevant yet remains underexplored in academic research. This study investigates the acceptance and usage behaviour of e-hailing services among tourists visiting Melaka, a UNESCO World Heritage Site in Malaysia. Using a quantitative approach, empirical data were collected through questionnaires (n=397) and analysed using Pearson and Spearman’s rank correlation to assess the relationship between behavioural intention and actual usage. Empirical findings reveal a statistically significant but weak positive correlation (r=0.123, p=0.014) between tourists’ intentions and their usage behaviour. Furthermore, 86.6% of respondents demonstrated high awareness of e-hailing services, and 78.3% expressed acceptance. The study highlights the need for targeted marketing strategies, infrastructure enhancements, and stakeholder collaboration to address varying levels of awareness and optimise service adoption. These insights underscore the critical role of e-hailing services in enhancing tourist mobility and satisfaction, offering actionable recommendations for policymakers and service providers to advance the integration of e-hailing solutions in tourism planning.