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Acceptance of tourism blockchain based on UTAUT and connectivism theory

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  • Chang, Mona
  • Walimuni, Arachchilage C.S.M.
  • Kim, Min-cheol
  • Lim, Hwa-soon

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.

Suggested Citation

  • Chang, Mona & Walimuni, Arachchilage C.S.M. & Kim, Min-cheol & Lim, Hwa-soon, 2022. "Acceptance of tourism blockchain based on UTAUT and connectivism theory," Technology in Society, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:teinso:v:71:y:2022:i:c:s0160791x22001683
    DOI: 10.1016/j.techsoc.2022.102027
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    3. Diaz Pranita & Sri Sarjana & Budiman Mahmud Musthofa & Hadining Kusumastuti & Mohamad Sattar Rasul, 2023. "Blockchain Technology to Enhance Integrated Blue Economy: A Case Study in Strengthening Sustainable Tourism on Smart Islands," Sustainability, MDPI, vol. 15(6), pages 1-24, March.
    4. Ayatulloh Michael Musyaffi & Razana Juhaida Johari & Christian Wiradendi Wolor & Amer Azlan Abdul Jamal & Anaya Zahra Santika & Muhammad Arifsyah Arifi, 2023. "The Innovativeness and Value of Quick Response Code Payment for MSMEs: The Influence of Security-Related Factor," Economic Studies journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 6, pages 89-107.
    5. Salim, Taghreed Abu & El Barachi, May & Mohamed, Ahmed Alfatih D. & Halstead, Susanne & Babreak, Nasser, 2022. "The mediator and moderator roles of perceived cost on the relationship between organizational readiness and the intention to adopt blockchain technology," Technology in Society, Elsevier, vol. 71(C).

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