CRYPTOCURRENCIES IN TOURISM – A LOCAL COMMUNITY PERSPECTIVE

Abstract

Purpose – The purpose of this research is to explore the opportunities and barriers related to the use of cryptocurrencies in tourism from the local community’s perspective. Cryptocurrencies are increasingly accepted worldwide, yet their use in tourism consumption remains limited. Evaluating the attitudes and readiness of residents in urban areas, particularly in Zagreb, is essential for assessing the sustainability of digital payment technologies in tourism. Methodology – The research was conducted in Zagreb and its surroundings, with a sample of 484 respondents. A structured questionnaire was used to assess knowledge, perceived security, intention to use, and perceived barriers and incentives regarding cryptocurrency usage in tourism. Data analysis involved descriptive statistics and Pearson’s Chi-square test to examine relationships between key variables and sociodemographic factors. Findings – The results indicate limited awareness about cryptocurrencies, with more than 75% of respondents being completely unfamiliar or only superficially familiar with the topic. A small percentage currently uses cryptocurrencies, but there is substantial conditional willingness for future usage, particularly if regulatory, educational, and security issues are addressed. Statistically significant gender differences were observed in perceived awareness and trust in Bitcoin systems, with men exhibiting higher levels of awareness and trust compared to women. Contribution – This study provides valuable insights into local community readiness for cryptocurrency usage in tourism, highlighting the significance of education, trust, and regulatory frameworks. The findings can serve as a foundation for policymakers, tourism stakeholders, and digital innovators to develop strategies for the effective integration of cryptocurrencies into tourism economies.