Abstract
The purpose of this study is to develop a model for the adoption of blockchain technology in the tourism industry based on decentralization. The structural models of Creating Shared Value (CSV), the Unified Theory of Acceptance and Use of Technology (UTAUT), trust, and adoption intention were analyzed to develop a model for the adoption of blockchain in the tourism industry. Structural equation analysis was conducted to examine the relationships between these constructs. The CSV factor was explained by three sub-factors: economic value, social value, and cooperative value. The UTAUT factor was explained by two sub-factors: performance expectation and social influence. According to the results, first, economic value had a positive effect on performance expectations, and social value had a positive effect on performance expectations and social influence. Second, only the economic value of CSV had a positive effect on trust. Third, performance expectations and social influence had a positive effect on adoption intention. Finally, trust had a positive effect on adoption intention. These results provide valuable insights for developing an effective plan for blockchain adoption in the tourism industry.
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