A tokenized framework for enhancing the integrity and authenitcity of tourism reviews

Purpose – This study explores the application of blockchain technology in smart tourism and presents a model for reducing fake reviews. Methodology – By utilizing the transparency and immutability features of blockchain technology, this paper illustrates how artificial intelligence (AI) can be employed to address and mitigate fraudulent practices within the tourism sector. A prevalent issue today, particularly in the tourism sector, is the proliferation of fake reviews, undermining trust, and reliability. The proposed model focuses on reducing fake reviews, thereby bolstering trust in online reviews through blockchain and AI technology. Findings – To encourage user participation in submitting reviews, the authors suggest the implementation of a loyalty token system, whereby users are rewarded with tokens for each review submitted. Furthermore, the study systematically compares the proposed model with relevant research, highlighting loyalty tokens as a blockchain-derived incentive feature that enhances the validity of reviews. Originality of the research – Proposing a loyalty token-based model and utilizing blockchain technology in order to reduce fraudulent practices in the tourism industry.