Understanding Data Governance in Malaysia’s Travel and Tourism Sector: A Qualitative Case Study
DOI:
https://doi.org/10.24191/sp8ysk48Keywords:
data governance, travel and tourism, data policies, data protection, technologyAbstract
This study examines data governance (DG) practices within the Malaysian travel and tourism industry, a sector increasingly reliant on real-time data and subject to strict regulatory demands. Despite extensive DG research in public and healthcare sectors, empirical evidence in the tourism domain remains limited. Using a qualitative case study approach, semi-structured interviews were conducted with seven key personnel at a Malaysian travel agency, supported by document analysis and environmental observations. Thematic analysis using ATLAS.ti showed that DG implementation is mainly practice-driven, influenced by external regulatory pressures and global industry standards. The findings highlight the agency’s ability to manage complex inter-organisational networks involving airlines and global distribution systems through structured data life cycles and secure operational systems. This research extends DG theory to the tourism sector and offers practitioners a framework to formalise informal governance practices. Ultimately, the study emphasises the importance of strong DG for ensuring compliance and operational integrity in globally connected environments.
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