Acceptance of tourism blockchain based on UTAUT and connectivism theory

• Published in: Technology in society Vol. 71; p. 102027
• Main Authors: Chang, Mona, Walimuni, Arachchilage C.S.M., Kim, Min-cheol, Lim, Hwa-soon
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.11.2022
• Subjects: Blockchain; Connectivism learning theory; Tourism application; UTAUT; YouTube; Connectivism learning theory; Tourism application; UTAUT; YouTube; Blockchain
• ISSN: 0160-791X; 1879-3274
• DOI: 10.1016/j.techsoc.2022.102027

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. •Identify the potential of blockchain to be used in the tourism industry.•Determinants affecting adoption of unexperienced Blockchain technology.•Changes in blockchain perception by the effect of online learning through YouTube.•Testing before and after experiments on perceptions in the social sciences.