Investigating Privacy Concerns In Hotel Online Booking: An Empirical Study Of Saudi Female Students In The UK

Abstract

The online travel industry has experienced significant growth in the market size. As online hotel booking requires individuals to share personal information, privacy concerns have become a major consideration. Users are cautious about sharing sensitive data online due to the potential threats connected with security breaches and data theft. Extensive research has been conducted on privacy concerns in the online travel industry, but there is a need for further research focusing on the privacy concerns of Saudi female students in the UK regarding hotel online booking. Understanding their specific cultural and social norms will help address their privacy needs and provide a secure and satisfactory online booking experience tailored to their requirements.