Personalized Persuasion for Visitors’ Data-Sharing Activities in Amusement Parks: Matching Visitors’ Social Value Orientation

Abstract

Tourist’s unwillingness to share personal data has been detrimental to smart tourism development. Drawing on social value orientation theory and the unification model of framing, this study examined how person–situation interaction affects theme park visitors’ willingness to share three types of personal travel data in hopes of better understanding crowd management. A between–group method was applied in a micro-longitudinal single factor (message framing: individualistic vs. competitive vs. cooperative) scenario-based experimental design. An analysis of 532 survey responses revealed that a competitive message was the only type of message framing to stimulate people’s data-sharing behavior (i.e., among individualists, competitors, and cooperators). The alignment between message framing techniques and personalities strengthened the intervention effects of personality-relevant messages. These results enrich the theoretical understanding of visitors’ responses toward data collection and suggest amusement park management should consider encouraging visitors to share their personal travel data using competitive messaging.

Keywords

willingness to share data-sharing message framing social value orientation message tailoring amusement park

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