Abstract
The hospitality industry has experienced changes in communication and interaction due to the evolution of new technology. However, there has been limited research on the relationship between entrepreneurial passion, technology adoption propensity (TAP), perception of advantage, and non-fungible token (NFT) usage intention. Despite the challenges in data collection and limited NFT applications, this study gathered the perspectives of 292 hotels and investigated the effects of mediation and moderation on NFT adoption. Results show that entrepreneurial passion indirectly influences NFT adoption through the perception of advantage, TAP, and trust. Attitudes and images also have a moderating effect on the hotel NFT adoption process. The final section demonstrates an alternative model and second-order analysis to ensure the robustness of the proposed model. This study highlights the importance of considering multiple factors when examining NFT adoption in the hospitality industry.
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