Blockchain technology diffusion in tourism: Evidence from early enterprise adopters and innovators

The use cases of blockchain as an innovative technology have increasingly captured the attention of tourism enterprises. To date, the literature tends to discuss blockchain's advantages rather than how early enterprise adopters and innovators experience and perceive the technology. As such, the extent of technology diffusion is not well understood. This study critically explores the factors influencing blockchain diffusion in tourism and how blockchain innovation is diffused in tourism. We conducted semistructured interviews with founders and senior executives of tourism enterprises in the United States and Europe who are early adopters and innovators of blockchain in tourism. From the thematic analysis, our empirical findings indicate that blockchain has much to offer despite the nascent link between blockchain's business value to an enterprise's strategic plans and the limited success of use cases in tourism. We summarize the findings in a conceptual framework and offer propositions based on the antecedents (motivators and drivers and challenges and barriers) of blockchain diffusion of innovation for enterprises to achieve competitive advantage. The propositions provide a research agenda to guide the strategic implementation of blockchain.