What drives Millennials and Generation Z to adopt cryptocurrency for hotel payments?

Abstract

Purpose

This study aims to investigate and compare the factors that affect Millennials and Generation Z (Gen Z) hotel guests’ intention to adopt cryptocurrency payments (CPs) when booking a hotel.

Design/methodology/approach

A sequential mixed-methods approach was used. Study 1 included 20 semi-structured interviews. The qualitative findings subsequently informed the design of a quantitative survey in Study 2, conducted with 604 participants. Additionally, the authors examined the moderating effect of generational differences.

Findings

Through a thematic analysis, Study 1 identified six predetermined factors from the innovation diffusion theory and the unified theory of acceptance and use of technology – trialability, observability, performance expectancy, effort expectancy, facilitating conditions and social influence – and two additional elements – personal innovativeness and perceived risk. Study 2 quantitatively examined that all eight factors were significant predictors of intention to adopt CPs among Millennials and Gen Z hotel guests. Furthermore, the findings from the comparative analysis based on the generational cohort theory indicated that generational differences moderated the relationships among performance expectancy, effort expectancy and personal innovativeness and adoption intention.

Practical implications

The results of this study offer actionable insights for hotel operators and policymakers aiming to expedite CP adoption among Millennials and Gen Z hotel guests.

Originality/value

To the best of the authors’ knowledge, this study is among the first studies to comprehensively identify the determinants and their significance differences in Millennials and Gen Z hotel guests’ intentions to adopt CPs via a sequential mixed-methods approach.