Establishing a blockchain online travel agency with a human–computer interaction perspective

• Published in: Journal of hospitality and tourism technology 2022-06, Vol.13 (3), p.559-572
• Main Authors: Su, Kuo-Wei, Chiu, Po-Chih, Lin, Tzu-Hsiang
• Format: Article
• Language: English
• Subjects: Air travel; Blockchain; Coronaviruses; COVID-19; Customer services; Delphi method; Hotels & motels; Medical research; Personal health; Service industries; Supply chains; Technology adoption; Tourism; Travel; Travel agencies; User experience; User interface; User-centered design; Web site design
• ISSN: 1757-9880; 1757-9899
• DOI: 10.1108/JHTT-01-2021-0038

Purpose This study aims to incorporate innovative technology (i.e. blockchain) into the design of an online travel agency (B-OTA). The authors accelerated the design of the prototype system through expert interviews to understand the convenience of the blockchain travel and accommodation platform for users. The authors further validated the prototype system design and improved reference capability through usability testing. Design/methodology/approach Rapid prototyping of B-OTA was carried out through the Delphi method and literature compilation. Design validation of usability testing was conducted using modified systematic evaluation methodology. Prototype system suggestions and improvements were collected through feedback from test subjects. Findings This study will be helpful for the development of B-OTAs and related technologies. Through usability testing, the authors verified that creating a familiar operating environment for users can reduce users’ fear of unfamiliar technology. The results of this research provide future B-OTA researchers and practitioners with design guidelines. Originality/value Beyond the blockchain-related technologies used, few studies have reported experiences and interface design of B-OTAs. This study states that, as many human–computer interaction-related papers have pointed out, the basic prerequisite for successful interface design is a clearer definition of users’ needs during operation. User experience and user interface design should provide a good user experience. 以人机交互视角建立区块链在线旅行社 研究目的 本研究旨在在线旅行社 (B-OTA) 的设计中融入创新技术（即区块链）。通过专家访谈了解了区块链旅行的方便性和用户打造的住宿平台, 从而加快了原型系统设计。我们进一步通过可用性测试验证原型系统设计并提高其参考能力。 研究设计/方法/途径 进行了 B-OTA 的快速原型设计通过德尔菲法和文献汇编。设计验证可用性测试是使用修改后的系统评估进行的方法。通过收集受试者的建议对原型系统进行改进。 研究发现 本研究将有助于B-OTAs及相关领域的发展技术。通过可用性测试, 我们验证了创建一个熟悉的用户的操作环境可以减少用户对陌生技术的恐惧。我们的研究结果为未来的 B-OTA 研究人员和从业者提供了设计相关的指南。 研究原创性/价值 除了使用的区块链相关技术之外, 很少有研究报告了 B-OTA 的经验和界面设计。这项研究指出, 正如许多 HCI 相关论文所指出的, 成功的界面设计基本的先决条件是在使用过程中更清晰地定义用户需求。用户体验和用户界面设计应该提供良好的用户体验。