Purpose

Big data and analytics are being increasingly used by tourism and hospitality organisations (THOs) to provide insights and to inform critical business decisions. Particularly in times of crisis and uncertainty data analytics supports THOs to acquire the knowledge needed to ensure business continuity and the rebuild of tourism and hospitality sectors. Despite being recognised as an important source of value creation, big data and digital technologies raise ethical, privacy and security concerns. This paper aims to suggest a framework for ethical data management in tourism and hospitality designed to facilitate and promote effective data governance practices.

Design/methodology/approach

The paper adopts an organisational and stakeholder perspective through a scoping review of the literature to provide an overview of an under-researched topic and to guide further research in data ethics and data governance.

Findings

The proposed framework integrates an ethical-based approach which expands beyond mere compliance with privacy and protection laws, to include other critical facets regarding privacy and ethics, an equitable exchange of travellers’ data and THOs ability to demonstrate a social license to operate by building trusting relationships with stakeholders.

Originality/value

This study represents one of the first studies to consider the development of an ethical data framework for THOs, as a platform for further refinements in future conceptual and empirical research of such data governance frameworks. It contributes to the advancement of the body of knowledge in data ethics and data governance in tourism and hospitality and other industries and it is also beneficial to practitioners, as organisations may use it as a guide in data governance practices.

中文翻译：

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数字旅行者：对旅游和酒店业数据伦理和数据治理的影响

目的

旅游和酒店组织 (THO) 越来越多地使用大数据和分析来提供见解并为关键业务决策提供信息。特别是在危机和不确定性时期，数据分析支持 THO 获取确保业务连续性和重建旅游和酒店业所需的知识。尽管被认为是价值创造的重要来源，但大数据和数字技术引发了道德、隐私和安全问题。本文旨在提出一个旅游和酒店业道德数据管理框架，旨在促进和促进有效的数据治理实践。

设计/方法/途径

本文通过对文献进行范围界定审查，采用组织和利益相关者的观点，概述了一个研究不足的主题，并指导对数据伦理和数据治理的进一步研究。

发现

拟议的框架整合了一种基于道德的方法，该方法不仅限于遵守隐私和保护法，还包括有关隐私和道德的其他关键方面、旅行者数据的公平交换以及 THO 通过建立信任来展示社会运营许可的能力与利益相关者的关系。

原创性/价值

本研究代表了首批考虑为 THO 开发道德数据框架的研究之一，作为进一步完善此类数据治理框架的未来概念和实证研究的平台。它有助于提升旅游和酒店业及其他行业的数据伦理和数据治理知识体系，也对从业者有益，因为组织可以将其用作数据治理实践的指南。