Enhancing Tourists’ Satisfaction Through Blockchain Technology
Bireswar Pradhan, Mou Roy, Shilpi Bhatia · PUSA Journal of Hospitality and Applied Sciences · 2023
Background: Blockchain technology, a decentralized ledger system, offers a secure and transparent means to record transactions, holding promise for enhancing tourists' contentment within the travel industry. Objective: The aim of the study was to assess how blockchain technology impacts tourists' trust, willingness to pay, and environmental considerations. Methodology: Employing a qualitative research approach combined with thematic analysis, the study was conducted. The research was conducted in the Kolkata region of West Bengal. Sample size was 18 participants who were tourists utilizing travel agency services for travel purposes. Data was collected by semi-structured interview. Thematic was utilized to analyze the interview data. Results: The research unveiled that respondent possessed a solid comprehension of blockchain technology and recognized its potential effects on the travel sector. Their preference leaned towards travel-related products and services utilizing blockchain, driven by the belief in heightened security, efficiency, and cost-effectiveness. Furthermore, respondents expressed a willingness to invest more in travel offerings incorporating blockchain technology, assuming it would deliver superior security, transparency, efficiency, sustainability, and innovation. Conclusion: The study's outcomes affirm that blockchain technology holds the potential to significantly enhance tourists' satisfaction within the travel industry. Nonetheless, further investigation is required to explore the precise mechanisms by which blockchain can elevate tourists' experiences.