The impact of data governance environment on users’ attitude in tourism online platforms: the mediating role of consumer trust

Volkodav, Olga (2024) The impact of data governance environment on users’ attitude in tourism online platforms: the mediating role of consumer trust. Masters thesis, Dublin, National College of Ireland.

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Abstract

This thesis investigates data governance practices on online travel platforms, focusing on user perceptions of privacy, data policies, and ethical considerations. It examines how these factors influence consumer trust and attitudes toward data governance, filling a critical gap beyond security issues. The literature review establishes a theoretical framework based on GDPR, privacy awareness, and ethical practices. Using a quantitative, exploratory approach, 138 users of platforms like Airbnb, Booking.com, and Expedia in Ireland were surveyed. The survey explores the relationship between user attitudes toward data governance and factors like data policy, privacy awareness, and ethical concerns, with consumer trust as a mediating variable. The findings show that effective and transparent data management positively impacts user perceptions, highlighting the need for platforms to improve communication about privacy policies and ethical practices. Despite GDPR, user perceptions and engagement with these policies vary, indicating a need for better user education. Ethical concerns and transparency remain significant challenges, with users skeptical about data handling practices.

Additionally, while users show moderate confidence in transaction efficiency, improvements in service quality and consumer protection are needed. This study provides insights for platform owners, policymakers, and stakeholders to enhance data governance frameworks and user trust. Future research should explore the impacts of data policies, privacy awareness, and ethical practices on user behavior, considering age-related differences and cross-cultural perspectives. Addressing barriers to effective data governance will help bridge the gap between privacy policies and user actions, contributing to more trustworthy strategies in the digital era.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Cullen, Brendan UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Customer Service K Law > KDK Republic of Ireland > Data Protection Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	11 Aug 2025 15:04
Last Modified:	11 Aug 2025 15:04
URI:	https://norma.ncirl.ie/id/eprint/8494

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