From stimuli to adoption: an S-O-R approach to blockchain use in tourism

Purpose This study aims to: firstly, it analyzes how external stimuli, privacy, security and government support influence tourists’ internal perceptions (trust, attitude and usefulness) in relation to blockchain adoption in the tourism sector; secondly, to assess the effect of these internal processes on the intention to use the technology, this study broadens the understanding of consumer behavior in digital environments linked to tourism; and thirdly, exploration of the differentiating role of each stimulus to determine which stimuli have the greatest impact on the formation of perceptions and adoption behavior. Design/methodology/approach Based on the stimulus-organism-response (S-O-R) model, this study empirically examines how external stimuli (perceived privacy, perceived security and government support) influence internal evaluations (perceived trust, perceived usefulness and attitude) and, in turn, the intention to use blockchain-based solutions. Data were collected through an online survey in Spain using stratified sampling, obtaining 544 valid responses. The model was tested using partial least squares structural equations complemented with predictive analytics (PLSpredict). Findings The results show that perceived privacy positively affects usage intention, whereas government support and perceived security shape users’ psychological processes. Additionally, attitude shows a powerful mediating effect. Originality/value The S-O-R model, which is more flexible and useful in the context of rapid technological innovation, applied with variables from classic models and more current variables (government support), has helped to reformulate some traditional theoretical relationships and explain the effect of government support on technology adoption.