The evolution of blockchain technology and its many use cases in the tourism industry ushers in new business models. Tokenization provides a win–win solution for both managers and consumers. Blockchain firms predominantly interact with their users via social media platforms. Therefore, managers must understand user roles to engage them appropriately. This study seeks to uncover users’ roles and evaluate how these roles shape users’ interactions and experiences with blockchain projects. Data for the study comprised 105 Telegram posts obtained from two different tourism-based blockchain projects. Findings highlight four user roles: tourism experience promoter, crypto champion, information seeker, and fear monger. Among other recommendations, managers must closely monitor fearmongers as their interactions create toxicity within the community.