Control, use and ownership of big data: A reciprocal view of customer big data value in the hospitality and tourism industry

Nathaniel D. Line*, Tarik Dogru, Dahlia El-Manstrly, Alex Buoye, Ed Malthouse, Jay Kandampully

*Corresponding author for this work

Research output: Contribution to journalArticle

4 Scopus citations

Abstract

While the large-scale harvesting of consumer data is a common practice in the hospitality and tourism industries, the seemingly unassailable right of companies to collect and share consumer data is not without critics. The purpose of this paper is to explore the nature of data-based value co-creation under varying conditions of consumer control and benefits. Academic and press articles were used to explore the nature of big data value co-creation in a wide range of hospitality, tourism, and other industries. A forward-looking approach was adopted by considering the implications of policy and technology as key mechanisms for sharing the power dynamic regarding the ownership, control and use of personal data. The results suggest that reciprocal big data value creation can be seen as a function of the level of benefit and control afforded to consumers regarding the use of their data. Four types of reciprocal big data value creation are proposed.

Original languageEnglish (US)
Article number104106
JournalTourism Management
Volume80
DOIs
StatePublished - Oct 2020

Keywords

  • Big data
  • Blockchain
  • Data control
  • Reciprocal value
  • Value creation

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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