Perceptions and challenges of blockchain adoption in tourism industry: a study on trust, privacy and security

Abstract

Purpose

This study aims to investigate the perceptions of service providers in the travel and hospitality industry toward the adoption of blockchain technology (BCT), focusing on its impact on consumer experiences and expectations, especially in terms of trustworthiness and the management of privacy and security concerns.

Design/methodology/approach

The research used a quantitative methodology, collecting data from 135 industry practitioners across five tourism sectors (lodging, connected industries, entertainment, FandB, transportation) in Europe. This approach aimed to understand the diverse perspectives on the benefits and challenges of implementing BCT in their opera

Findings

The results indicate mixed perceptions regarding blockchain adoption. While there are positive views on BCT’s potential to enhance customer experience and service quality, there are significant concerns about its impact on trust and security. A consensus exists between customer and provider perspectives on BCT’s trustworthiness, but significant differences were observed in views on privacy and security enhancement.

Originality/value

This research contributes to the existing literature by providing insights into the service providers’ and customers’ perspectives on BCT within the travel and hospitality industry. It underscores the complexities of adopting new technologies and calls for more in-depth studies to address the identified concerns, thereby offering a novel viewpoint on the adoption of distributed ledger technologies in enhancing customer experience and service delivery.

研究目的

本研究调查了旅游与酒店行业服务提供商对区块链技术（BCT）应用的看法, 重点关注其对消费者体验和期望的影响, 尤其是在可信度以及隐私和安全管理方面的影响。

研究方法

本研究采用定量方法, 收集了来自欧洲五个旅游行业（住宿、相关产业、娱乐、餐饮、交通）的135位行业从业者的数据, 旨在了解他们对区块链技术在业务运营中的实施所带来的好处和挑战的不同看法。

研究发现

结果表明, 关于区块链技术应用的看法存在分歧。虽然对BCT提升客户体验和服务质量的潜力持有正面看法, 但对其在信任和安全方面的影响仍存在重大担忧。客户和服务提供商在BCT的可信度方面达成了一致意见, 但在隐私和安全增强的看法上存在显著差异。

研究创新

本研究为现有文献提供了关于旅游和酒店行业服务提供商与客户对区块链技术看法的见解, 强调了采用新技术的复杂性, 并呼吁进行更深入的研究以解决所发现的问题, 从而为分布式账本技术在提升客户体验和服务交付中的应用提供了新的视角。

Citation

Rodríguez Bolívar, M.P., Sepe, F., Nanu, L. and Roberto, F. (2024), "Perceptions and challenges of blockchain adoption in tourism industry: a study on trust, privacy and security", Journal of Hospitality and Tourism Technology, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTT-03-2024-0193