Space tourism: Value-attitude-behavior theory, artificial intelligence, and sustainability

Despite concerns over its sustainability, space tourism is an emerging luxury consumer service which is promoted to participants as providing a new connection to Earth and humanity. However, little research examines the potential connectivity between sustainability and space tourism, especially given the strong technological di-mensions of space tourism. The purpose of this study is to explore an extended value-attitude-behavior theory with AI awareness and social and personal norms to examine space tourism's alignment with the UN's 17 Sustainable Development Goals. Through 664 potential space tourism consumers and applying PLS-SEM, multi -group analysis, fsQCA, and deep learning methods, findings revealed the significant influence of value and AI awareness on attitude and social and personal norms leading to sustainable behaviors. Findings provide insights into space tourism's sustainability, emphasizing environmental considerations and AI awareness in shaping luxury travel consumer services.