Are you concerned about giving your private information to a hotel? Customer information privacy and its consequences

This research aimed to examine how personal-related and hotel-related privacy factors influence customers’ perceptions regarding privacy control, concerns, risks, security, and data benefits when hotels collect customer data. To achieve this, a quantitative process was used. The results indicated that knowledge, individual disposition, and hotel privacy policies significantly influenced perceived privacy control. Results of this study also supported the privacy calculus theory in that customers weigh privacy risks against benefits when sharing personal data. Furthermore, perceived security and data-related benefits positively impacted customers’ attitudes and willingness to provide information. Overall, the findings emphasize the critical roles of data benefits, security measures, privacy control, and the minimization of risks and concerns in shaping customer attitudes toward sharing personal information with hotels. They will help future researchers and hotel managers to accurately assess the importance of handling personal-related and hotel-related privacy factors, which can determine customer loyalty and corporate brand image.