The determinants of the adoption of cryptocurrencies in the tourism industry: Application to the case of hotel room reservations

Les déterminants de l'adoption des cryptomonnaies: application au cas des réservations de chambres d'hôtels

Paul-Emmanuel Pichon (), Denis Bories and Christian Laborde ()
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Paul-Emmanuel Pichon: CERTOP - Centre d'Etude et de Recherche Travail Organisation Pouvoir - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse - UT3 - Université Toulouse III - Paul Sabatier - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique
Denis Bories: ISTHIA - Institut supérieur du tourisme, de l'hôtellerie et de l'alimentation (Toulouse) - UT2J - Université Toulouse - Jean Jaurès - UT - Université de Toulouse

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Abstract: While players in the tourism sector have demonstrated a growing interest in cryptocurrencies, only 8% of French people declared having already invested in cryptocurrencies in 2021. This research focuses on the determinants of the adoption of new cryptocurrency technology in the case of hotel room reservations on online platforms offer payment in Bitcoin by adapting the UTAUT model. A quantitative study carried out with 189 respondents residing in France shows that perceived usefulness, ease of use and perceived risk are major determinants of the intention to use cryptocurrencies. More surprisingly, the attitude towards new technologies does not have a significant effect on the intention to adopt this means of payment. These results highlight consumer gaps in understanding cryptocurrencies and specifically blockchain, the infrastructure that should negate the usefulness of cryptocurrencies to consumers as well as reduce their perceived risk. This research shows that tourism stakeholders who wish to democratize the use of crypto-assets must set up awareness-raising actions with travelers by insisting on the usefulness and security provided by this technology.

Keywords: Consumer behavior Crypto-currency Blockchain Technology adoption; Consumer behavior; Crypto-currency; Blockchain; Technology adoption (search for similar items in EconPapers)
Date: 2023-11-02
New Economics Papers: this item is included in nep-pay and nep-tur
Note: View the original document on HAL open archive server: https://univ-tlse2.hal.science/hal-04398288
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Published in Colloque International, Tourisme & Transitions, AsTRES (Association Tourisme Recherche et Enseignement Supérieur), le Centre d'Études du Tourisme en Océanie-Pacifique (CETOP) et le centre de recherche Gouvernance et Développement Insulaire (GDI) à l’Université de la Polynésie française (UPF), Nov 2023, Tahiti, French Polynesia

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