UBB Study: Tourists' Trust Is Earned Through Transparency

The tourism industry today manages increasingly large amounts of customers' personal data, ranging from identification and contact information to consumption preferences, travel behaviors, and sensitive details related to trips. The accelerated digitalization of tourism services has amplified this phenomenon, turning data into an essential resource for companies, but also a major source of concern for tourists.

In this context, the protection of personal data and the way it is used have become decisive factors in the relationship between tourism companies and their customers. A study conducted by researchers from Babeş-Bolyai University in Cluj-Napoca and Auckland University of Technology shows that the mere existence of privacy policies does not guarantee tourists' trust.

The research, based on a survey of 875 Romanian tourists, highlights that the real acceptance of data collection occurs only when organizations demonstrate: fairness in how data is collected, transparency in communication, clear usefulness for the customer, and real control granted to users over their data. According to the authors, formal consent is not sufficient if tourists do not perceive concrete benefits and do not clearly understand what happens to their information.

Fairness, the Key Factor of Trust

The study's results show that fairness is the strongest element influencing tourists' trust. They are more willing to accept data collection when they believe the information requested is not excessive and is used responsibly. Trust increases when tourists perceive that: data is collected only when necessary;

there is a clear justification for requesting it; the information is used for the customer's benefit.

The study also offers concrete recommendations for tourism companies: clearly explain the benefit for the customer each time data is requested; link data collection to visible services such as experience personalization; avoid preventive or excessive data collection; communicate accessibly, not only through complex legal documents; and facilitate tourists' access to updating or deleting their data. A good practice example would be directly explaining the purpose of collecting a piece of information, such as: "We request this data to reduce check-in time.”

Trust, More Than Legal Compliance

The authors emphasize that trust is not only about complying with data protection legislation, but also about how companies demonstrate that they use information properly and in the customer's interest.

"Fairness, transparency, usefulness, and control in tourist data management practices are essential factors of tourists' trust and their willingness to share personal data with companies in the tourism sector,” said Prof. Ovidiu I. Moisescu, co-author of the study.