The role of blockchain technology in the tourism industry: analyzing the factors affecting its adoption

Abstract

Blockchain technology (BT) has attracted increasing attention in various research domains in recent years, particularly in the tourism industry where investments in blockchain-based solutions have witnessed remarkable growth. Scholars recognize BT as a disruptive innovation that has the potential to revolutionize the management of tourism processes and enhance traveler experiences. However, despite this growing interest, the literature on BT's application in the tourism sector is still in its early stages compared to other internet-related technologies. This research paper addresses the gap in understanding the challenges and opportunities of implementing and accepting BT within tourism. Specifically, it focuses on the critical aspects of security and trust, as they play pivotal roles in influencing tourists' behavioral intentions towards BT adoption. The study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) model, incorporating security and trust as relevant antecedents, to comprehensively examine the dynamics driving BT adoption within the tourism context. The proposed model and findings contribute to filling the gaps in existing literature and offer valuable information for tourism players and policymakers to formulate strategies promoting BT acceptance in the tourism sector. By advancing understanding of BT adoption factors and end users' perspectives, this research facilitates the industry's transition towards integrated and seamless experiences for travelers, thus shaping the future of tourism through blockchain technology.