Investigating Factors Influencing the Selection of Micro-Mobility in a Tourist City: Focus on Jeju City

Abstract

This study provides an analysis of micro-mobility use in Jeju City, focusing on how individual choices between e-bikes, e-scooters, and e-motorcycles are influenced by a combination of personal, environmental, and contextual factors. Drawing on data from a local micro-mobility provider from April to December 2022, the research employs multinomial logistic regression to examine the impact of various determinants on the selection of micro-mobility options. The results reveal unique findings, with significant variations in mode choice correlating with gender, age, and region. Also, usage time of micro-mobility emerged as a crucial determinant, suggesting a relationship between trip length and selected mobility. Additionally, environmental variables, particularly temperature, were found to substantially impact users’ choices, reflecting the sensitivity of micro-mobility demand to weather fluctuations. Insights from this study suggest the importance of integrating responsive service design for micro-mobility that addresses the multifaceted needs of users in tourist cities, emphasizing environmental considerations.