Segmenting Travelers Based on Responses to Nudging for Information Disclosure

Authors

  • Yang Lu School of Computing University of Kent
  • Athina Ioannou School of Hospitality and Tourism Management University of Surrey
  • Iis Tussyadiah School of Hospitality and Tourism Management University of Surrey
  • Shujun Li School of Computing University of Kent

Keywords:

travel, privacy, information disclosure, incentive, nudge, segmentation, profiling

Abstract

Digital technologies shape travel environments. Noticing online privacy issues, consumers can hold distinct attitudes towards disclosing personal information to service providers. We conducted a panel survey to gauge travelers’ willingness to share personal information with service providers, provided with different types of nudges. Based on the results of clustering analysis, two segments were identified: travelers who are reasonably willing to share (Privacy Rationalists) and those who are reluctant to share (Privacy Pessimists). This study provides empirical evidence of privacy segmentations in the travel context, which has not been reported before and thus deserves more attention from both researchers and practitioners.

Author Biographies

  • Yang Lu, School of Computing University of Kent

    Yang Lu is a Postdoctoral Research Associate at University of Kent. Working in the EPSRC funded project “PriVELT” (PRIvacy-aware personal data management and Value Enhancement for Leisure Travellers), her research is mainly about privacy assessment frameworks, privacy-enhancing solutions with technologies of privacy computing, semantic web and artificial intelligence.

  • Athina Ioannou, School of Hospitality and Tourism Management University of Surrey

    Athina Ioannou is a Research Fellow at University of Surrey. She is working in the EPSRC funded project “PriVELT” (PRIvacy-aware personal data management and Value Enhancement for Leisure Travellers). Her research is primarily around privacy and data management as well as in technology adoption and diffusion focusing on the implications of technology use in individual, organizational and social contexts.

  • Iis Tussyadiah, School of Hospitality and Tourism Management University of Surrey

    Iis Tussyadiah is Professor of Intelligent Systems in Service and Head of Department of Hospitality in School of Hospitality and Tourism Management at University of Surrey. Her research interests lie in the intersection of information systems and consumer behavior.

  • Shujun Li, School of Computing University of Kent

    Shujun Li is Professor of Cyber Security at School of Computing, University of Kent. He is directing Kent Interdisciplinary Research Centre in Cyber Security (KirCCS), an UK government recognized Academic Centre of Excellence in Cyber Security Research (ACE-CSR). His research interests are mostly around interdisciplinary topics covering cyber security and privacy, digital forensics and cybercrime, human factors, and multimedia computing.

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Published

2019-12-12

Issue

Section

Articles

How to Cite

“Segmenting Travelers Based on Responses to Nudging for Information Disclosure” (2019) e-Review of Tourism Research, 17(3). Available at: https://ertr-ojs-tamu.tdl.org/ertr/article/view/524 (Accessed: 13 July 2024).

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