Co-creating Personalised Experiences in the Context of the Personalisation-Privacy Paradox
- Resource Type
- Authors
- Katerina Volchek; Roman Egger; Mattia Rainoldi; Barbara Neuhofer; Joanne Yu
- Source
- Information and Communication Technologies in Tourism 2021 ISBN: 9783030657840
- Subject
- Value (ethics)
business.industry
InformationSystems_INFORMATIONSYSTEMSAPPLICATIONS
05 social sciences
Internet privacy
Legislation
Context (language use)
Privacy paradox
Personalization
0502 economics and business
Information system
Eye tracking
050211 marketing
Business
050212 sport, leisure & tourism
Tourism
- Language
The personalisation-privacy paradox demonstrates a two-fold effect of tourists’ awareness about personalisation on their experience. Compulsory personal data agreements under the GDPR and similar legislation acts raise tourists’ concerns regarding privacy and security. The role of tourist awareness about the value of data-driven personalisation in their co-creation behaviour remains underexplored. This paper applies an exploratory experiment methodology to identify the effects of information about personalisation on tourists’ experience with travel information websites. It triangulates the data from eye-tracking and self-report techniques, to compare the co-creating behaviour of respondents who have or have not been informed about the value of personalisation. The study demonstrates the presence of a personalisation-privacy paradox. It further reveals that awareness about data-driven personalisation motivates tourists to reinforce value co-creation by ensuring the accuracy of information filtering. The study advances our understanding of tourist digital behaviour and provides insights for the design of personalised information services.