Tourist preferences for fuel cell vehicle rental: going green with hydrogen on the island of Tenerife

Using a discrete choice experiment (DCE), a survey of international tourists on the island of Tenerife is conducted to examine preferences for fuel cell vehicle (FCV) rental while on vacation. Survey respondents were generally supportive of FCVs and willing to hire one as part of their trip but for most individuals this is contingent on an adequate fuel station infrastructure. A latent class model was used to identify three distinct groups; one of which potentially represent early adopters – they have a high willingness-to-pay (WTP) for green hydrogen and are more likely to accept a low number of fuel stations but it could be challenging to convince them to use FCVs if they are not run on green hydrogen.