In the past decades, online travel has been a central part of people's vacation planning and booking, this has also increased use of personalization to improve the user experience and satisfaction while using the websites. The systems are designed to maximize the users' satisfaction by providing personalized recommendations for flights, hotels, and activities according to user preferences and history. Nonetheless, for all the advantages and tailor-made nature they provide, personalized recommendations usually come with concerns about privacy, especially among individuals who are wary of divulging their personal information online. This paradox between privacy and personalization is one that organizations must navigate while developing user-focused platforms. This study seeks to investigate, via an empirical study with an online survey, the impact of landing page personalization in online travel booking on the behavior of privacy-sensitive consumers, specifically their perceived value, trust, purchase intentions, and word-of-mouth willingness. They were requested to go over two versions of personalized and non-personalized booking experiences with an imaginary travel site "TravelBooking.com." In scenario one, the website remembered the user settings and presented personalized content; in scenario two, the website had a standard interface and no personalization, prompting input at every stage of the process. The study permitted an examination of the degree to which personalization strategies could be used to increase user engagement and satisfaction, or, on the other hand, compromise trust and suppress user interaction due to privacy issues. The findings indicate strong differences between the two experiences in perceived value, and behavioral consequences, thereby providing both theoretical insights and practical implications for Guiding the improvement of personalized travel booking website design
In the past decades, online travel has been a central part of people's vacation planning and booking, this has also increased use of personalization to improve the user experience and satisfaction while using the websites. The systems are designed to maximize the users' satisfaction by providing personalized recommendations for flights, hotels, and activities according to user preferences and history. Nonetheless, for all the advantages and tailor-made nature they provide, personalized recommendations usually come with concerns about privacy, especially among individuals who are wary of divulging their personal information online. This paradox between privacy and personalization is one that organizations must navigate while developing user-focused platforms. This study seeks to investigate, via an empirical study with an online survey, the impact of landing page personalization in online travel booking on the behavior of privacy-sensitive consumers, specifically their perceived value, trust, purchase intentions, and word-of-mouth willingness. They were requested to go over two versions of personalized and non-personalized booking experiences with an imaginary travel site "TravelBooking.com." In scenario one, the website remembered the user settings and presented personalized content; in scenario two, the website had a standard interface and no personalization, prompting input at every stage of the process. The study permitted an examination of the degree to which personalization strategies could be used to increase user engagement and satisfaction, or, on the other hand, compromise trust and suppress user interaction due to privacy issues. The findings indicate strong differences between the two experiences in perceived value, and behavioral consequences, thereby providing both theoretical insights and practical implications for Guiding the improvement of personalized travel booking website design
Exploring the Impact of Personalization in Recommendation Systems on Privacy-Conscious Users' Behavior in Online Travel Booking
JAMSHIDI, KAMAND
2023/2024
Abstract
In the past decades, online travel has been a central part of people's vacation planning and booking, this has also increased use of personalization to improve the user experience and satisfaction while using the websites. The systems are designed to maximize the users' satisfaction by providing personalized recommendations for flights, hotels, and activities according to user preferences and history. Nonetheless, for all the advantages and tailor-made nature they provide, personalized recommendations usually come with concerns about privacy, especially among individuals who are wary of divulging their personal information online. This paradox between privacy and personalization is one that organizations must navigate while developing user-focused platforms. This study seeks to investigate, via an empirical study with an online survey, the impact of landing page personalization in online travel booking on the behavior of privacy-sensitive consumers, specifically their perceived value, trust, purchase intentions, and word-of-mouth willingness. They were requested to go over two versions of personalized and non-personalized booking experiences with an imaginary travel site "TravelBooking.com." In scenario one, the website remembered the user settings and presented personalized content; in scenario two, the website had a standard interface and no personalization, prompting input at every stage of the process. The study permitted an examination of the degree to which personalization strategies could be used to increase user engagement and satisfaction, or, on the other hand, compromise trust and suppress user interaction due to privacy issues. The findings indicate strong differences between the two experiences in perceived value, and behavioral consequences, thereby providing both theoretical insights and practical implications for Guiding the improvement of personalized travel booking website design| File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.14239/29086