Modelling the Barriers to Blockchain Adoption in Tourism Industry based on ISM and Fuzzy DEMATEL Approach

Document Type : Original Article

Authors

1 Associate Professor, College of Farabi, University of Tehran, Iran

2 Department of Management and Accounting, College of Farabi, University of Tehran, Iran

3 PhD Student, University of Tehran, Tehran, Iran

10.22091/jdaid.2026.14797.1027

Abstract

This study aims to identify and rank the key barriers hindering the adoption of Blockchain technology in the tourism industry, given its transformative potential and strategic relevance. The research utilized a mixed-method approach. First, barriers were identified through a comprehensive literature review and expert interviews. A sample of 22 experts in Blockchain and tourism was selected, and data were collected using a structured questionnaire. The Interpretive Structural Modeling (ISM) technique was employed to prioritize the barriers, and Decision-Making Trial and Evaluation Laboratory (DEMATEL) method was used to analyze the causal relationships among them. The study identified 11 critical barriers to Blockchain adoption in tourism. Among these, "lack of knowledge, expertise, and human capital", "lack of standardization", "absence of government regulations", and "inadequate employee training and customer awareness" emerged as the most significant. Furthermore, "resistance to change and non-acceptance by companies" was found to have the highest level of interaction with other barriers, indicating its central role in the adoption process. This research contributes to the limited body of knowledge on Blockchain implementation in tourism by offering a systematic prioritization and relational mapping of adoption barriers. The findings provide strategic insights for policymakers, tourism stakeholders, and technology developers aiming to facilitate Blockchain integration in this sector.

Keywords

Main Subjects

References

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Journal of Data Analytics and Intelligent Decision-making
Volume 1, Issue 4
January 2026
Pages 50-80

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