THE IMPACT OF TOURISTS’ AWARENESS OF CRYPTOCURRENCIES ON THEIR TRUST OF USAGE: THE MEDIATING ROLE OF ATTITUDES - EVIDENCE FROM EGYPT

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As the global tourism industry increasingly adopts digital innovations, cryptocurrencies have emerged as a promising alternative for seamless and borderless financial transactions. While their use offers efficiency and convenience, tourists’ willingness to adopt such technologies depends heavily on psychological factors such as awareness and trust. Understanding these factors is crucial for both industry stakeholders and policymakers seeking to foster adoption. This study aims to examine the relationship between tourists’ awareness of cryptocurrencies and their trust in using them for tourism-related transactions. A particular focus is placed on the mediating role of tourists’ attitudes in this relationship. By clarifying these mechanisms, the study contributes to both theory and practical strategies for digital payment adoption in tourism. A quantitative methodology was employed, using a structured questionnaire distributed to a convenience sample of 387 tourists from diverse nationalities. The study measured three key constructs—awareness, attitude, and trust—using validated scales. Structural Equation Modeling (SEM) was conducted using Warp PLS version 8 to examine the relationships among the study variables. The results indicate that tourists’ awareness of cryptocurrencies clearly contributes to forming positive attitudes toward their use. These attitudes, in turn, play a crucial role in enhancing tourists’ trust in using cryptocurrencies for tourism-related transactions, acting as a psychological bridge that transforms knowledge into confidence. Although awareness has a direct effect on trust, this influence is limited, suggesting that trust is better established when positive attitudes are present. These findings highlight the central role of both awareness and attitudes in building trust, emphasizing that education and information alone may not be sufficient to ensure cryptocurrency adoption without fostering favorable perceptions among users.

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