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Hotel privacy management and guest trust building: a relational signaling perspective


Moon, Hyoungeun and Yu, Jongsik and Chua, Bee Lia and Han, Heesup (2022) Hotel privacy management and guest trust building: a relational signaling perspective. International Journal of Hospitality Management, 102. art. no. 103171. pp. 1-11. ISSN 0278-4319; ESSN: 1873-4693


By using the tenets of relational signaling theory, this study proposes a conceptual model that investigates the effect of hotel privacy management (thin trust) on guests’ cognitive and affective trust (thick trust), which influences guest intention to accept personal information collection and switch to another hotel. Survey data was collected online and analyzed by using confirmatory factory analysis and structural equation modeling. The results reveal that hotels’ privacy policy, privacy assurance, and employees' information access control are the key factors forming guests’ cognitive and affective trust. While both cognitive and affective trust increase guests’ intention to accept information collection by hotels, only cognitive trust significantly decreases guests’ switching intention. This study also reveals that when hotels hold weaker reputation both cognitive and affective trust play a critical role in increasing guests’ acceptance of hotel information collection. Theoretical implications to the privacy-related literature and practical implications to hotel practitioners are discussed.

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Additional Metadata

Item Type: Article
Divisions: Faculty of Food Science and Technology
DOI Number: https://doi.org/10.1016/j.ijhm.2022.103171
Publisher: Elsevier
Keywords: Privacy; Cognitive trust; Affective trust; Acceptance of personal information collection; Switching intention; Relational signaling theory
Depositing User: Ms. Che Wa Zakaria
Date Deposited: 15 Aug 2023 03:55
Last Modified: 15 Aug 2023 03:55
Altmetrics: http://www.altmetric.com/details.php?domain=psasir.upm.edu.my&doi=10.1016/j.ijhm.2022.103171
URI: http://psasir.upm.edu.my/id/eprint/101716
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