Control, use and ownership of big data: A reciprocal view of customer big data value in the hospitality and tourism industry

While the large-scale harvesting of consumer data is a common practice in the hospitality and tourism industries, the seemingly unassailable right of companies to collect and share consumer data is not without critics. The purpose of this paper is to explore the nature of data-based value co-creation under varying conditions of consumer control and benefits. Academic and press articles were used to explore the nature of big data value...