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Cultural roadblocks? Acceptance of blockchain-based hotel booking among individualistic and collectivistic travelers

Andreas Strebinger (School of Administrative Studies, York University – Keele Campus, Toronto, Canada)
Horst Treiblmaier (School of International Management, Modul University Vienna, Vienna, Austria)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 19 August 2022

Issue publication date: 30 November 2022




Blockchain technology is predicted to revolutionize the tourism and hospitality industry through peer-to-peer hotel bookings with little or no involvement of intermediaries. Outstanding features of this technology are its distributed form of storing data, its collaborative way of identifying the “true state” of a system and the immutability of data. These features may lead to a perceived loss of controllability among travelers. Based on the Agentic Theory of Human Behavior, the purpose of this study is to propose that this assumed loss of control matters more to travelers with an individualistic rather than a collectivistic predisposition.


In two studies (n = 475 and n = 196) using verbal scenarios, this study manipulates the perceived controllability of a blockchain-enabled hotel booking app by varying the number of additional services linked to the app. This study tests for the interaction of controllability with individual-level measures of individualistic versus collectivistic (I-C) predisposition.


Collectivistic travelers are more willing than individualistic travelers to use blockchain technology for their hotel bookings. This effect can be mitigated by offering additional services that give individualistic travelers an enhanced sense of “being in control”.

Practical implications

Blockchain-enabled applications facilitating direct hotel bookings without any additional intermediary services are more readily accepted by travelers with a collectivistic mindset. Blockchain applications addressing individualistic travelers require added services that establish a sense of controllability.


To the best of the authors’ knowledge, this paper is the first to investigate the interaction of I-C predisposition with perceived controllability in tourism and hospitality. Furthermore, it is the first in the technology-acceptance literature to test this interaction using individual-level measures of I-C predisposition and an experimental manipulation of perceived controllability.


预计区块链技术将通过点对点酒店预订彻底改变旅游业和酒店业, 而中介机构很少或根本不参与。该技术的突出特点是其存储数据的分布式形式、识别系统“真实状态”的协作方式以及数据的不变性。这些特征可能会导致旅行者感觉失控。基于人类行为的代理理论, 我们提出这种假设的失控对具有个人主义而非集体主义倾向的旅行者更重要。


在两项使用口头场景的研究(n = 475 和 n = 196)中, 我们通过改变与应用程序链接的附加服务的数量来操纵支持区块链的酒店预订应用程序的感知可控性。我们测试了可控性与个人主义与集体主义 (I-C) 倾向的个体水平测量的相互作用。




本文首次研究了旅游和酒店业中 I-C 倾向与感知可控性的相互作用。此外, 它是技术接受文献中第一个使用 I-C 倾向的个体水平测量和感知可控性的实验操作来测试这种相互作用。


研究建议具有集体主义心态的旅行者更容易接受支持区块链的应用程序, 无需任何额外的中介服务即可直接预订酒店。针对个性化旅行者的区块链应用程序需要额外的服务来建立可控感。


区块链, 、文化, 、个人主义, 、集体主义, 、自我建构, 、技术接受, 、可控性, 、人类行为的代理理论



Strebinger, A. and Treiblmaier, H. (2022), "Cultural roadblocks? Acceptance of blockchain-based hotel booking among individualistic and collectivistic travelers", Journal of Hospitality and Tourism Technology, Vol. 13 No. 5, pp. 891-906.



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