Acceptance of tourism blockchain based on UTAUT and connectivism theory

Abstract

With advances in internet technologies, innovative industrialization applying big data-based artificial intelligence is leading Industry 4.0. However, opportunities for the public to learn about virtual cryptocurrency or utilities based on blockchain technology are limited, except for Bitcoin. This lack of opportunities generates misunderstandings. This study ascertained and examined the determinants affecting the acceptance of new technologies on Jeju Island, Korea, where tourism is the dominant business. A total of 537 Jeju-do residents and potential visitors from the mainland were analyzed by conducting a partial least squares (PLS)- structural equation modeling (SEM) and one-group pretest–posttest design through a survey after observing a video clip on blockchain implementation on YouTube. The empirical analysis results showed the effect of blockchain trust transparency on the performance and effort expectancy. Facilitating conditions were found to be the most influential in blockchain technology acceptance. Following a video experiment introducing blockchain implementation as a currency for Jeju tourism, a significant positive change towards the implementation of blockchain was observed. This paper presents a concrete application of blockchain technology and shows the possibility of using social media (YouTube) to elicit user awareness and potential interest in the domestic tourism market.