Perceptions and challenges of blockchain adoption in tourism industry: A study on trust, privacy, and security Rodríguez Bolívar, Manuel Pedro Sepe, Fabiana Nanu, Luana Roberto, Fabiana Blockchain tourism user perceptions trust customer experience security privacy service provider multi theoretical approach distributed ledger technologies Emerald allows authors to deposit their AAM under the Creative Commons Attribution Non-commercial International Licence 4.0 (CC BY-NC 4.0). To do this, the deposit must clearly state that the AAM is deposited under this licence and that any reuse is allowed in accordance with the terms outlined by the licence. To reuse the AAM for commercial purposes, permission should be sought by contacting permissions@emerald.com. Emerald appreciates that some authors may not wish to use the CC BY-NC licence; in this case, you should deposit the AAM and include the copyright line of the published article. Should you have any questions about our licensing policies, please contact permissions@emerald.com. For more information on the deposit licenses, please see our deposit information: https://www.emeraldgrouppublishing.com/our-services/authors/author-policies/author-rights#deposit This study investigates the perceptions of service providers in the travel and hospitality industry towards the adoption of blockchain technology (BCT), focusing on its impact on consumer experiences and expectations, especially in terms of trustworthiness and the management of privacy and security concerns. The research employed a quantitative methodology, collecting data from 135 industry practitioners across five tourism sectors (lodging, connected industries, entertainment, F&B, transportation) in Europe. This approach aimed to understand the diverse perspectives on the benefits and challenges of implementing BCT in their operations. The results indicate mixed perceptions regarding blockchain adoption. While there are positive views on BCT's potential to enhance customer experience and service quality, there are significant concerns about its impact on trust and security. A consensus exists between customer and provider perspectives on BCT's trustworthiness, but significant differences were observed in views on privacy and security enhancement. This research contributes to the existing literature by providing insights into the service providers' and customers' perspectives on blockchain technology within the travel and hospitality industry. It underscores the complexities of adopting new technologies and calls for more in-depth studies to address the identified concerns, thereby offering a novel viewpoint on the adoption of distributed ledger technologies in enhancing customer experience and service delivery. 2024-10-17T09:17:41Z 2024-10-17T09:17:41Z 2024-08-26 journal article Published version: Rodríguez Bolívar, Manuel Pedro et al. Perceptions and challenges of blockchain adoption in tourism industry: A study on trust, privacy, and security. Journal of Hospitality and Tourism Technology. 2024. ISSN: 1757-9880 1757-9880 https://hdl.handle.net/10481/96056 eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 Internacional Emerald