The Emergence of Unconventional Tourism Services Based on Autonomous Vehicles (AVs)—Attitude Analysis of Tourism Experts Using the Q Methodology

The spread of autonomous vehicles (AVs) could fundamentally change tourism-related mobility in the near future. However, the empirical research on tourism impacts is still very limited. This research aims to systematize the expected tourism impacts of AVs and to explore how experts in different fields of tourism view the technological innovation ahead. The opinions of tourism experts (n = 21) involved in the research were analyzed using the Q methodology. Statements (n = 40) were formulated in topics derived from the literature. Based on the analysis, we distinguished four groups of opinions. An optimistic, technology-oriented group of experts suggested that AV-based sightseeing may emerge as a prominent unconventional service. An accessibility-focused group of experts predicting slow progress stressed that the spread of AVs could improve access to infrastructurally advanced destinations. A mobility-service-oriented group considered that the use of AVs is becoming conventional in terms of mobility, but its appearance remains unconventional for other tourism services. Due to the potential negative effects, a skeptical group of experts believes that AVs will not become conventional in tourism. The value of the research is the creation of groups based on tourism experts’ attitudes, which can help prepare strategic tourism decisions in the future.