TOURISM, DATA PROTECTION AND COVID-19 355 technological between the push of virtual reality and the advent of the technology 5G. Indeed, today we already talk about tourism 5.011. 2. SMART TOURISM DESTINATIONS In this context, has a pivotal role the so-called phenomenon of Smart Tourism Destinations (STD)12. It emerges from the technological foundations of Smart Cities that are based on the Internet of Things (IoT) and the Cloud, as enabled by Big Data Analytics. The immediate connection with data protection is clear. Smart Tourism Destinations are designed in order to enrich travellers’ experience and to enhance the competitiveness of each destination. In this framework, tourism activities take place in locations outside of the usual realm of the traveler and are often facilitated by unknown local service providers, which decrease risk perceptions and therefore personal data and privacy concerns. Nevertheless, these risks are amplified as the number of connected smart objects grows and are multiplied by the complexities involved in multiple vendor and interoperating systems. As an example, location-base services could alert users on promotional offers in restaurants that are close to them at any given time. Alternatively, as for transport, real-time information about the tourists’ destinations, which particular direction to get on, and also the ability to respond to unpredictable events in real-time are envisioned. These services should be related to transportations, accommodation, gastronomy, attractions and other services (such as daily use services like postal service or hospital). All this tools allow tourists to get much more from their travel and helps fulfilling the experiential travelling potential of the destination: they make the travellers’ experience more ‘personal’. In this context, privacy and data protection has to be balanced with the tradeoff value and affordances added by STD and its legal aspects13. The tourism data are multiplied. This data is being conveyed through several sources: online social networks; online reviews/ratings; intelligent location sensors in interaction with the mobile devices. Each of these sources provide a massive size of digital traces, resulting in multidimensional sets of data, known 11 See F. Carbone, Tourism destination management post covid-19 pandemic: a new humanism for a human-centred tourim (tourism 5.0), in World tourism, health crisis and future: sharing perspective, pp. 43-55. 12 See M. D. Masseno, C. Santos, Personalization and profiling of tourist in smart tourism destinations – a tata protection perspective, in Argumentum, vol. 20, 3, pp. 1215-1240, 2019. 13 See M. D. Masseno, C. Santos, op. cit.
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