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

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, BandB, transportation) in Europe. This approach aimed to understand the diverse perspectives on the benefits and challenges of implementing BCT in their operations. 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.