Orbital and sub-orbital space tourism: motivation, constraint and artificial intelligence

TLDR

Limited research exists on the behavior of different categories of space tourists across orbital and suborbital segments. This study examines the factors influencing participation in orbital and suborbital space tourism, focusing on motivation, constraint, and artificial intelligence. A comprehensive model was tested via a questionnaire of 332 prospective orbital and 332 suborbital tourists, analyzed with PLS‑SEM, fuzzy‑set QCA, multi‑group analysis, and deep learning. Extrinsic motivation and AI awareness/trust most strongly drive behavioral intention, while intrapersonal constraint strongly hinders it; interpersonal constraint is insignificant by PLS‑SEM but part of sufficient causal configurations, and the two tourism types differ markedly.

Abstract

Purpose There is limited research on the behavior of different categories of space tourists as identified by different types of space tourism. To address this deficiency, the purpose of this study is to examine what factors make consumers participate in orbital and/or suborbital space tourism, along with three dimensions of motivation, constraint and artificial intelligence. To achieve this study’s goals, a comprehensive research model was developed that included three dimensions of intrinsic and extrinsic motivation, intrapersonal and interpersonal constraint and awareness of and trust in artificial intelligence, in comparing orbital and suborbital space tourism groups. Design/methodology/approach A questionnaire was carried out with respondents who wanted to participate in orbital ( n = 332) and suborbital ( n = 332) space tourism in the future. Partial least squares-structural equation modeling, fuzzy-set qualitative comparative analysis, multi-group analysis and deep learning were used to understand potential space tourist behavior. Findings Extrinsic motivation has the greatest positive impact on behavioral intention, followed by awareness of and trust in artificial intelligence, while intrapersonal constraint strongly negatively affects behavioral intention. Surprisingly, interpersonal constraint is insignificant by partial least squares-structural equation modeling but is still one of sufficient causal configurations by fuzzy-set qualitative comparative analysis. Interestingly, the two types of space tourism have very distinct characteristics. Originality/value This study created a comprehensive integrated research model with three dimensions of motivation, constraint and artificial intelligence, along with potential orbital and suborbital space tourist groups, to identify future consumer behavior. Importantly, this study used multi-analysis methods using four different approaches to better shed light on potential orbital and suborbital space tourists.