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

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

doi:10.1007/978-3-030-65785-7_8

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

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

Department of Business

Salzburg University of Applied Sciences

Publikation: Beitrag in Buch/Bericht/Konferenzband › Konferenzbeitrag › Begutachtung

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
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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.

Originalsprache	Englisch
Titel	Information and Communication Technologies in Tourism 2021
Erscheinungsort	Cham
Herausgeber (Verlag)	Springer Verlag
Seiten	95–108
ISBN (Print)	978-3-030-65784-0
DOIs	https://doi.org/10.1007/978-3-030-65785-7_8
Publikationsstatus	Veröffentlicht - 2021

Schlagwörter

personalisation
privacy
security
value reinforcement
value
awareness
experiment
Eye tracking

Forschungsfelder

Marketing and consumer studies

IMC Forschungsschwerpunkte

Tourism marketing and technology
Digital transformation and organisational development

ÖFOS 2012 - Österreichischen Systematik der Wissenschaftszweige

502040 Tourismusforschung

UN SDGs

Dieser Output leistet einen Beitrag zu folgendem(n) Ziel(en) für nachhaltige Entwicklung

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10.1007/978-3-030-65785-7_8

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abstract = "The personalisation-privacy paradox demonstrates a two-fold effect of tourists{\textquoteright} awareness about personalisation on their experience. Compulsory personal data agreements under the GDPR and similar legislation acts raise tourists{\textquoteright} 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{\textquoteright} 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.",

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author = "K. Volchek and Yu, {Chung En} and Barbara Neuhofer and R. Egger and Mattia Rainoldi",

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AU - Volchek, K.

AU - Yu, Chung En

AU - Neuhofer, Barbara

AU - Egger, R.

AU - Rainoldi, Mattia

PY - 2021

Y1 - 2021

N2 - 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.

AB - 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.

KW - personalisation

KW - privacy

KW - security

KW - value reinforcement

KW - value

KW - awareness

KW - experiment

KW - Eye tracking

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SN - 978-3-030-65784-0

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BT - Information and Communication Technologies in Tourism 2021

PB - Springer Verlag

CY - Cham

ER -

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

Abstract

Schlagwörter

Forschungsfelder

IMC Forschungsschwerpunkte

ÖFOS 2012 - Österreichischen Systematik der Wissenschaftszweige

UN SDGs

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Fingerprint

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