What drives female travelers to use blockchain-enabled booking applications?

Purpose: Adopting appropriate technology, such as blockchain-enabled hotel booking applications (BHB apps), empowers female travelers to control their lives and gain flexibility, safety and economic benefits while traveling. This study aims to examine elements shaping their expectations when using hotel booking applications. Design/methodology/approach: This study used partial least squares structural equation modeling, multigroup analysis and fuzzy-set qualitative comparative analysis to offer comprehensive reviews of how independent factors (e.g. openness to change, social influence, hedonic motivation, perceived benefits, perceived risks) influence travelers’ intentions toward decentralized booking solutions in international contexts. Findings: Two studies were conducted in the Asian region where there is a shortage of studies on female tourists, specifically in Vietnam (n = 241) and South Korea (n = 323). The findings indicate that social influence and perceived benefits most affect Vietnamese travelers’ intentions, whereas Korean travelers are primarily influenced by hedonic motivation and perceived benefits. Research limitations/implications: This study delves into female travelers’ behaviors toward BHB apps, focusing on the often-overlooked Asian markets. Cultural influences shape differences in travel choices across countries and future studies should examine the impact of cultural dimensions and socioeconomic factors in more detail. Originality/value: This study uses the extended valence framework to provide new insights into the advantages of blockchain-based products that help travelers control their trips.