Control, use and ownership of big data: A reciprocal view of customer big data value in the hospitality and tourism industry
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
Elservier
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 cocreation
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.
Description
Tourism Management 80 (2020) 104106
Keywords
Reciprocal value,Big data,Value creation,Blockchain,Data control,