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

Yu, Meng, Guo, Keyi, Shang, Yi, Li, Xinyao and Li, Zhiyong 2026. Tourism NFTs: understanding consumer motivations and constraints in digital tourism innovation. Journal of Travel and Tourism Marketing 43 (3) , pp. 465-482. 10.1080/10548408.2026.2666158

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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.

Item Type:	Article
Date Type:	Published Online
Status:	Published
Schools:	Schools > Business (Including Economics)
Publisher:	Taylor & Francis (Routledge): SSH Titles
ISSN:	1054-8408
Date of First Compliant Deposit:	21 October 2026
Date of Acceptance:	15 April 2026
Last Modified:	22 Oct 2026 23:00
URI:	https://orca.cardiff.ac.uk/id/eprint/190359

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