PUBLIC AWARENESS AND ATTITUDES TOWARD CRYPTOCURRENCY USE IN TOURISM: INSIGHTS FROM A SURVEY OF UKRAINIAN CONSUMERS

Cryptocurrencies have become increasingly popular over the past decade. The use of blockchain technology has a significant potential to transform many areas of life and economic sectors, including tourism. Studying the perceptions and feedback of cryptocurrency users, as well as analysing the impressions and attitudes of tourists towards using cryptocurrencies in the travel industry, is undoubtedly a relevant research topic, as it gives grounds for assessing their readiness and interest in using this payment method. The purpose of the study is to assess the level of public awareness and its attitude towards the use of cryptocurrencies in the tourism industry. The theoretical basis of the study is the works of foreign and domestic scholars. The study was conducted by using scientific methods, such as analysis and synthesis, induction and deduction, surveys, and statistical analysis methods. The article analyses the results of a survey conducted among different groups of the population of Ukraine, aimed at studying the level of awareness and interest in cryptocurrencies. The survey results show that most respondents have a general idea of cryptocurrencies, but their knowledge level varies. Attitudes toward cryptocurrencies are mostly neutral or positive, but significant concerns about market volatility and lack of regulation exist. Respondents see the potential of cryptocurrencies in tourism to reduce transaction costs and increase security but note the need to improve awareness and address regulatory issues. The authors identify the challenges cryptocurrency users face in tourism and provide recommendations on eliminating the problems of using cryptocurrencies in the tourism industry. The scientific novelty of the work lies in defining the level of public awareness in the use of cryptocurrency payments, particularly in tourism. The study's practical significance is that it enables tourism entities to understand how ready their customers are to use cryptocurrencies to pay for services and develop a strategy for implementing cryptocurrency payments.