TRANSFORMATION OF THE BUSINESS MODEL OF TOURISM ACTIVITIES WITH THE INTRODUCTION OF BLOCKCHAIN TECHNOLOGY

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.