Deploying Blockchain in mobile public bazaars’ food supply chain within the tourism and hospitality industry

Purpose This study aims to investigate the strategies and challenges of deploying Blockchain within the context of mobile public bazaars’ (MPBs) food supply chains (FSCs) in the tourism and hospitality industry (T&H). Design/methodology/approach Drawing on qualitative data gathered from 20 semistructured interviews with stakeholders (e.g. producers, food service businesses and government agencies), the study uses theme analysis to identify patterns and insights. Findings Findings reveal four strategies (i.e. implementations, digital literacy and awareness, government incentives and interoperability) and four challenges (i.e. public perception, business logic, constraints, legislative and administrative) arising from the deployment of Blockchain in the FSCs of MPBs. Originality/value The study contributes to the literature by offering a comprehensive examination of the strategies and challenges associated with deploying Blockchain in the FSCs of MPBs within the T&H industry. It extends beyond singular theoretical frameworks, using a multitheory approach and offers a novel smart contract model for practical implementation.