Investigating the effect of perceived value on resistance to the adoption of blockchain technology in the tourism industry

This study aims to provide a conceptual model to understand the factors affecting the resistance to the adoption of blockchain technology in the tourism industry by combining and developing previous models. This research used survey method using questionnaire tool to collect information and also used structural equation modeling with Partial Least Squares (SEM-PLS) approach for statistical analysis. The findings of this research first develop the theoretical and theoretical relationship between concepts such as perceived value and resistance and secondly examine and study this relationship in the context in which managers and activists of the tourism sector operate. In the first stage, the conceptual model of this research is based on the model presented by Walsh et al [1]. The discussion about the research findings shows that the benefits of substitution in the minds of managers and activists of the tourism sector are much stronger than the costs of substitution of blockchain technology. Also, the simplicity of the infrastructure is one of the key factors that has a high impact on understanding the benefits of replacement as well as the perceived value. Examining the role of perceived functional advantage and perceived image in the formation of alternative benefits is one of the innovations of this research in the research related to the application of blockchain technology in the tourism sector. So it can be concluded that in order to reduce resistance to blockchain technology, managers should emphasize more on the advantages of this technology.