| Isa Muradov, Natig Mahamaliyev Digital Sovereignty in Tourism Marketing: Data Governance and Cybersecurity Challenges in Emerging Markets |
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| Abstract. In recent years, the tourism industry has undergone rapid digitalization, and marketing decisions have increasingly relied on data-driven approaches. Online travel agencies (OTAs), social media platforms, and algorithmic ad-vertising systems have become the primary carriers and controllers of tour-ism-related data. However, in emerging economies, a significant portion of tourism data is collected and managed by global platforms, creating a struc-tural problem of data dependency within national marketing strategies. This article explores the concept of digital sovereignty in tourism marketing and analyzes the strategic, economic, and cybersecurity implications of losing control over data. The study demonstrates that the concentration of data on foreign platforms weakens national control over destination branding, market segmentation, and targeted advertising activities. At the same time, data breaches and cyber risks may negatively affect consumer trust and national image in the tourism sector. The paper proposes the establishment of national tourism data centers, the development of secure marketing infrastructures, and the implementation of a governance model based on public–private collaboration for emerging tourism markets. In conclusion, digital sovereignty is not merely a techno-logical issue but should be regarded as a fundamental prerequisite for ensur-ing the strategic security of tourism marketing. |
| Keywords: Digital sovereignty; tourism marketing; data governance; cybersecurity; plat-form economy; data-driven marketing; emerging markets |
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| DOI: https://doi.org/10.54381/itta2026.2.08 |