Tourism NFTs: understanding consumer motivations and constraints in digital tourism innovation

Abstract

Non-fungible tokens (NFTs) represent an emerging innovation in tourism, enabling destinations to create digital assets embedded within socio-technical ecosystems. Drawing on assemblage theory and qualitative data from netnography and semi-structured interviews, this study explores how motivations and constraints of tourism NFT consumption emerge through consumer interactions. Findings identify self-extension motivations including memorization, symbolic meanings, and socialization, and self-expansion motivations including ownership, economic and transferability benefits, hedonism, and learning. Additionally self-restriction and self-reduction constraints are identified. These findings advance understanding of tourism NFTs from an interaction-centric perspective and provide practical strategies for destinations marketing using blockchain technologies.