Managing emerging risks and sustainability in blockchain adoption for tourism operations

The adoption of blockchain technology in the tourism sector presents a range of opportunities and challenges for commercial operations in areas such as risk management, sustainability, and regulatory compliance. Its applications include Smart Contracts, digital currencies, and auditing tools that improve customer loyalty, payments, and transparency. The integration of this technology presents obstacles that must be identified and addressed. This study formulates five research questions focused on the impact of blockchain on risk, barriers to adoption, sustainability, auditing, and financing in tourism. A Bibliometric–Systematic Literature Review methodology was used to analyse 79 articles indexed in the Web of Science up to November 2025. The results highlight key benefits such as security and traceability, while identifying critical barriers related to regulation, trust, and infrastructure. As a central contribution, this study proposes a new integrative framework, the Digital Technology Adoption in Markets (DATM) framework, based on models such as the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and institutional and market theories. DATM captures the multi-level complexity of blockchain adoption by incorporating technological, regulatory, economic, and organisational dimensions. At the theoretical level, this study extends the technology adoption and risk management models. At a practical level, it offers a structured approach to guide blockchain implementation strategies that promote regulatory compliance and sustainability in the tourism sector.