Original scientific paper
https://doi.org/10.20867/thm.32.1.5
A tokenized framework for enhancing the integrity and authenticity of tourism reviews
Shahriar Mohammadi
*
Amir Ali Fatoorchi
Mehdi Babagoli
* Corresponding author.
Abstract
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.
Keywords
Blockchain, Smart tourism, Fake reviews, Artificial Intelligence, Loyalty token.
Hrčak ID:
345113
URI
Publication date:
4.3.2026.
Visits: 224 *