Cultural heritage and blockchain protecting and monetizing local knowledge in tourism

Abstract

This study explores the application of blockchain technology for protecting and monetizing local cultural storytelling within the tourism sector. The research proposes a comprehensive theoretical framework integrating the Theory of Planned Behavior, Technology Acceptance Model, and Stakeholder Theory. The study addresses a critical gap in tourism literature by examining how blockchain can empower local communities, particularly storytellers and cultural guides, through intellectual property protection and sustainable revenue generation from tourism activities. A mixed-method approach is proposed to investigate the feasibility, cultural acceptability, and technological readiness for blockchain implementation in cultural tourism contexts. This research contributes todigital heritage protection, and community empowerment through technological innovation. Research purpose: This study aims to develop an integrated theoretical framework that explains the effect of technological, behavioral, and stakeholder- related factors on the adoption of blockchain technology for protecting and monetizing local storytelling within cultural tourism. By combining TPB, TAM, and Stakeholder Theory, the study provides a better understanding of blockchain adoption. Research motivation: Although blockchain have been widely discussed, their potential in cultural heritage protection and community-based tourism remains underexplored. Existing tourism research rarely addresses how digital technologies can safeguard local storytelling and ensure equitable benefit sharing among cultural custodians. Furthermore, limited attention has been given to how social norms, trust, and economic perceptions shape blockchain adoption in non-technical communities. Therefore, this study responds to these gaps by integrating behavioral and stakeholder perspectives to conceptualize blockchain as both a technological innovation and a tool for cultural empowerment. Research design, approach, and method: This study adopts a mixed-method approach combining qualitative interviews and quantitative surveys. The qualitative phase will explore perceptions of blockchain among storytellers, community leaders, and tourism officials to refine measurement constructs. The quantitative phase will employ a survey-based design using purposive sampling to collect responses from individuals involved in cultural tourism. Data will be analyzed using PLS-SEM with SmartPLS 4.0 to test the relationships. Main findings: The study is expected to validate that perceived usefulness, ease of use, social influence, trust, and economic value will positively influence behavioral intention toward blockchain adoption, which in turn enhances storytelling protection and monetization.. Practical/managerial implications: The findings will provide valuable insights for tourism policymakers, non-governmental organizations, and local communities. Recommended actions include blockchain literacy training, transparent tokenization of storytelling rights, and smart contracts to ensure automatic royalties.