Co-creating Personalised Experiences in the Context of the Personalisation-Privacy Paradox

K. Volchek, Chung En Yu, Barbara Neuhofer, R. Egger, Mattia Rainoldi

Publikation: Beitrag in Buch/Bericht/KonferenzbandKonferenzbeitragBegutachtung

Abstract


Co-creating Personalised Experiences in the Context of the Personalisation-Privacy Paradox
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Co-creating Personalised Experiences in the Context of the Personalisation-Privacy Paradox
Katerina Volchek, Joanne Yu, Barbara Neuhofer, Roman Egger & Mattia Rainoldi
Conference paper
Open Access
First Online: 12 January 2021
30k Accesses

1 Citations

Abstract
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.
OriginalspracheEnglisch
TitelInformation and Communication Technologies in Tourism 2021
ErscheinungsortCham
Herausgeber (Verlag)Springer Verlag
Seiten95–108
ISBN (Print)978-3-030-65784-0
DOIs
PublikationsstatusVeröffentlicht - 2021

Schlagwörter

  • personalisation
  • privacy
  • security
  • value reinforcement
  • value
  • awareness
  • experiment
  • Eye tracking

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