Privacy Protection in Tourism: Where We Are and Where We Should Be Heading For

The link between information privacy concerns and privacy behaviours has been a focus of extensive investigation in various disciplines. However, little attention has been devoted to this issue in the tourism literature. Spurred by technological development and shaped by tourism-related environments, emerging privacy issues call for comprehensive yet context-specific studies to ensure tourists are making beneficial privacy choices. This paper first presents a comprehensive review of state-of-the-art research on privacy concerns and behaviours. Then, it suggests a list of overarching research priorities, merging social and technical aspects of privacy protection approaches as they apply to tourism. The priorities include research to measure tourists’ privacy concerns, explore specific biases in tourists’ privacy decisions, experiment with privacy nudges, and explore how to integrate privacy nudges in system design. Thus, this paper contributes to guiding the direction of future research on privacy protection in tourism.