Smart tourism is a concept that aims to use digital technologies and data analytics to create personalised and sustainable experiences for tourists.
One way is to use data-driven nudging, a technique that leverages the Internet of Behaviours (IoB) to influence tourists’ decisions and actions in a subtle and non-coercive way.
The IoB is a term that describes how data collected from various sources, such as sensors, social media and online platforms, can be used to understand and shape human behaviours.
However, smart tourism also faces some challenges, such as privacy concerns, ethical issues, and behavioural change.
“As consumers increasingly utilise the Internet of Things (IoT) as touch points, businesses have the opportunity to observe their behaviour through digital footprints, and potentially modify or influence their decisions with prescriptive analytics,” says Andrei Kwok Onn Jui of the School of Business at Monash University, Malaysia.
“However, this raises questions about whether consumers are subconsciously nudged towards desired outcomes, or are making independent decisions based on their judgement.”
Dr Kwok's study aims to explore the benefits of data-driven nudging for consumers, and investigate its ethical implications.
The study, published in Journal of Tourism Futures, seeks to understand how a person’s data can improve tourism experiences and promote sustainable practices, and raise awareness about the potential unregulated use and harvesting of personal data, as well as advocating for responsible use of emerging technologies.
Based on the study, data-driven nudging is found to offer several benefits for smart tourism:
- Enhancing tourists’ satisfaction and loyalty by providing personalised recommendations and feedback based on their preferences and behaviours.
- Promoting sustainable tourism practices by nudging tourists to adopt pro-environmental behaviours, such as reducing waste, saving energy, and choosing eco-friendly options.
- Increasing tourist engagement and participation by nudging them to share their experiences, opinions and emotions on social media and online platforms.
- Improving destination image and reputation by nudging tourists to leave positive reviews and ratings for local businesses and attractions.
However, data-driven nudging also poses some risks and challenges for smart tourism:
- Violating tourists’ privacy and autonomy by collecting sensitive personal data without their consent or awareness.
- Manipulating tourists’ choices and actions by exploiting their cognitive biases or emotional triggers.
- Creating ethical dilemmas by nudging tourists to do something that may conflict with their values or interests.
- Causing unintended consequences by nudging tourists to behave in ways that may harm themselves or others.
”While data-driven nudging has promising benefits, it is essential to consider its ethical implications and potential consequences in smart tourism,” Dr Kwok says.
“Tourists’ rights and preferences must be respected by obtaining their consent before collecting or using their data. Transparency and accountability must be provided by informing tourists about data-driven nudges’ purpose, source, and outcome.
“Avoiding discrimination or bias based on tourists’ characteristics or backgrounds must be ensured, and potential impacts on tourists’ wellbeing and happiness must be considered.
“By following these guidelines, data-driven nudging can create more personalised, sustainable, and enjoyable experiences for tourists and destinations.”
