TRANSFORMATION OF THE BUSINESS MODEL OF TOURISM ACTIVITIES WITH THE INTRODUCTION OF BLOCKCHAIN TECHNOLOGY
УДК 338.48
Abstract
Thanks to the ability of blockchain to form transparency of processes, it can become the basis of fundamental transformations in business relations in the tourism industry and radical transformations of business processes. In order for the potential of the blockchain in the tourism industry to be revealed most effectively, it is necessary to rebuild tourist business models based on it. The purpose of the presented research was to develop a conceptual business model of tourism industry enterprises operating on the basis of the blockchain platform. To achieve this goal, a redesign of the Osterwalder Canvas business model in the tourism sector was implemented on a blockchain platform. The main method of data collection was an expert survey conducted in the format of semistructured personal interviews. 12 respondents who are experts in the field of blockchain and tourism were selected to conduct the survey. The results of the study are reflected in the format of a business model. This study has several theoretical conclusions: firstly, the introduction of blockchain technology in tourism creates a new industry business model, secondly, the proposed model considers the tourism business market from a systemic point of view, thirdly, blockchain creates a unique opportunity to meet the needs of stakeholders and clients in the tourism sector through peer-to-peer interaction. The practical significance of the study is expressed in determining the important role of disintermediation and smart contracts in the tourism business model on the blockchain platform.
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REFERENCES
Lemieux V. L. Trusting records: Is Blockchain technology the answer? Records Management Journal. 2016. Vol. 26 (2). Pp. 110-139.
Yli-Huumo J., Ko D., Choi S., Park S., Smolander K. Where is current research on blockchain technology? A systematic review. PLoS One. 2016. Vol. 11 (10).
Liu Y., Liu J., Salles M. A. V., Zhang Z., Li T., Hu B., ... and Lu R. Building blocks of sharding blockchain systems: Concepts, approaches, and open problems. Computer Science Review. 2022. Vol. 46.
Zambrano R. Blockchain: Unpacking the disruptive potential of blockchain technology for human development. 2017. URL: https://idl-bnc-idrc.dspacedirect.org/bitstream/handle/10625/56662/IDL-56662.pdf. (date of access: 17.11.2023).
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Nam K., Dutt C. S., Chathoth P., Khan, M. S. Blockchain technology for smart city and smart tourism: Latest trends and challenges. Asia Pacific Journal of Tourism Research. 2019. Vol. 26 (4). Pp. 1-15.
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Erceg A., Damoska Sekuloska J., Kelic I. Blockchain in the tourism industry. A review of the situation in Croatia and Macedonia. Informatics. 2020. Vol. 7 (1). Pp. 5-20.
Thees H., Erschbamer G., Pechlaner H. The application of blockchain in tourism: use cases in the tourism value system. European Journal of Tourism Research. 2020. Vol. 26 (2602).
Tyan I., Yague M. I., Guevara-Plaza A. Blockchain Technology for SmartTourism Destinations. Sustainability. 2020. Vol. 12 (22). Pр. 9715.
Collomb A., Sok K. Blockchain/distributed ledger technology (DLT): What impact on the financial sector? Digiworld Economic Journal. 2016. Vol. 103. Pp. 93-111.
Douglas S., Meijer A. Transparency and public value. Analyzing the transparency practices and value creation of public utilities. International Journal of Public Administration. 2016. Vol. 39 (12). Pp. 940-951.
Ferrarini B., Maupin J., Hinojales M. Digital identity — A gateway to all other use cases. In K. Subbiah, et al. (Eds.). The age of Blockchain: A collection of articles. 2018. Pp. 9-15.
Nofer M., Gomber P., Hinz O., Schiereck D. Blockchain. Business and Information Systems Engineering. 2017. Vol. 59 (3). Pp. 183-187.
Christensen C. M. The innovator's dilemma: when new technologies cause great firms to fail. Boston, 2013.
Gelter H. Digital tourism-an analysis of digital trends in tourism and customer digital mobile behaviour. Visit Artic Europe. 2017. URL: http: www.lme.fi/media/vae-outcomes/rd-results/report-visit-arctic-europe-mission-3-summary-2.pdf (date of access: 17.11.2023).
Platov A. V., Novichkova I. A., Litvinova O. I., Khoreeva N. K. Impression management in tourism. Scientific result. Business and service technologies. 2022. Vol. 8 (4). Pp. 36-49.
Willie P. Can all sectors of the hospitality and tourism industry be influenced by the innovation of blockchain technology? // Worldwide Hospitality and Tourism Themes. 2019. Vol. 11 (2). Pр. 112-120.
Osterwalder A. The business model ontology a proposition in a design science approach. Doctoral dissertation. 2004. Universite de Lausanne, Faculte des hautes etudes commerciales.
UNWTO. International tourism growth continues to outpace the global economy. World Tourism Organization. 2020. URL: https://www.unwto.org/international-tourism-growth-continues-to-outpace-the-economy (date of access: 17.11.2023).
Buhalis D., Law R. Progress in information technology and tourism management: 20 years on and 10 years after the internet — The state of Tourism research. Tourism Managemen. 2008. Vol. 29 (4). Pp. 609-623.
Tapscott D., Tapscott A. Blockchain revolution: how the technology behind bitcoin is changing money, business, and the world. New-York, 2016. 384 р.
Crosby M., Pattanayak P., Verma S., Kalyanaraman V. Blockchain technology: Beyond bitcoin. Applied Innovation Review. 2016. Vol. 2 (6). Pp. 71.
Grimmelikhuijsen S. G., Meijer A. J. Effects of transparency on the perceived trustworthiness of a government organization: Evidence from an online experiment. Journal of Public Administration Research and Theory. 2014. Vol. 24 (1). Pp. 137-157.
Iansiti M., Lakhani K. R. The truth about Blockchain. Harvard. Business Review. 2017. Vol. 95 (1). Pp. 118-127.
Fyall A., Callod C., Edwards B., Relationship marketing: The challenge for destinations. Annals of Tourism Research. 2003. Vol. 30 (3). Pp. 644-659.
Holotiuk F., Pisani F., Moormann J. The impact of blockchain technology on business models in the payments industry. Proceedings of 13th international conference on Wirtschaftsinformatik, 2017. Pp. 912-926.
Lokоy E. N., Nyberg O. Blockchain business models-a case study of incumbents in established industries in the Nordic region. MSc in innovation and entrepreneurship. 2018. Pp. 1-87.
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