Data vulnerability and privacy risk among hotel guests who share personal data

This research explores the guests’ perception toward data vulnerability and its impact on the privacy risk, privacy concern, and the perceived benefits of sharing personal data with hotels, which is in response to rising concerns about the personal data collection for service facilitation in hotels. A proposed research framework that explains the antecedents and outcomes of hotel guests’ privacy risk and privacy concern that is related to personal data sharing was examined using the generalized structured component analysis with measurement errors incorporated (GSCA_M), the necessary condition analysis (NCA), and a fuzzy-set qualitative comparative analysis (fsQCA). The results expand the antecedents → privacy concerns → outcomes (APCO) model by determining a set of salient variables, such as data access, data breach vulnerabilities, privacy risk, and concern in regards to determining hotel guests’ perceived benefits of sharing personal data. This study provides valuable insights into privacy dynamics, enabling hotel professionals to develop targeted marketing strategies prioritizing both data utilization and guest privacy. It also suggests enhancing data security measures to mitigate concerns and foster trust among guests.