Data security and privacy in the tourist industry: challenges arising from the use of artificial intelligence and big data. A review of the literature

Abstract

The increasing adoption of Artificial Intelligence (AI) and Big Data (BD) in the tourism industry has raised growing concerns about data privacy and security. Tourism organizations are increasingly using these technologies to better understand tourists, personalize experiences, and support business decision-making. However, this trend also creates significant ethical and legal challenges related to the collection, storage, and processing of personal data. In this context, two key aspects become especially important: education and transparency. Tourists should be informed not only about the benefits of AI and BD, but also about the potential risks associated with their use. Likewise, tourism organizations must be transparent regarding how tourist data are collected and used, while also offering users greater control over their privacy. To address these issues, this study conducts a systematic literature review to examine the current state of research on data security and privacy in tourism within the context of AI and BD implementation. Relevant studies will be identified through searches in Web of Science and Scopus using predefined keyword combinations and inclusion criteria. The findings will provide valuable implications for both academic research and tourism management practice.