Acceptance of online personalised advertising in Tourism: the role of privacy

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dc.contributor Rejón Guardia, Francisco Pino Villota, Carolina Angélica 2018 2019-05-31T10:42:55Z 2018-09-14
dc.description.abstract [eng] Thanks to the development of technologies, the rise of social networks, and the continuous growth of the tourism sector in Spain, companies in the tourism sector now incorporate new marketing techniques into their business strategy. The aim of this is to improve the effectiveness of their traditional advertising campaigns and to offer users advertising adapted to their needs and specific preferences, with the design based on personal data obtained from social networks. These personalised communication techniques can cause certain users concern around levels of intrusiveness, and concern for privacy, due to the lack of knowledge of the use and collection of their data, thus having an impact on the acceptance of personalised tourist advertisements on social networks. In this study, the acceptance of personalised advertisements is evaluated by studying attitudes and responses towards personalised advertisements, as well as the incorporated concerns about privacy. The study also considers concerns based on control and knowledge of the management and collection of personal data of the user at whom the personalised tourism advertisement is aimed. The study concludes that companies in the tourism sector should target their advertising to specific groups of users who, by their own choice, have an interest in being part of a community related to tourism destinations or services. Also, they should manage the personal data obtained in a clear and transparent way, to increase both the users’ control and sense of security. ca
dc.format application/pdf
dc.language.iso eng ca
dc.publisher Universitat de les Illes Balears
dc.rights all rights reserved
dc.rights info:eu-repo/semantics/openAccess
dc.subject 33 - Economia ca
dc.subject 338 - Situació econòmica. Política econòmica. Gestió, control i planificació de l'economia. Producció. Serveis. Turisme. Preus ca
dc.subject.other Personalised tourist advertising ca
dc.subject.other Data privacy ca
dc.subject.other Privacy concerns ca
dc.subject.other Effectiveness ca
dc.subject.other Intrusiveness ca
dc.subject.other Social networks ca
dc.subject.other Transparency ca
dc.subject.other Control ca
dc.title Acceptance of online personalised advertising in Tourism: the role of privacy ca
dc.type info:eu-repo/semantics/masterThesis ca
dc.type info:eu-repo/semantics/publishedVersion 2018-12-20T09:40:00Z info:eu-repo/date/embargoEnd/2050-01-01
dc.embargo 2050-01-01
dc.rights.accessRights info:eu-repo/semantics/embargoedAccess

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