Naufal Fawwaz Shofa 2504220056

In recent years, tourism has become increasingly “datafied”—with large volumes of information generated via mobile devices, social media, booking systems, and location sensors. While big data promises improved insights for planning, marketing, and managing tourist flows, it also raises deep questions about power, equity, and ethics. This paper examines the use of big data in tourism through the lens of Data Justice and Critical Data Studies, focusing on how data practices can reinforce or challenge inequalities among different stakeholders (locals, tourists, government, private platforms). Centering on four dimensions of justice—distributive, recognitional, representational, and procedural—the study theorizes how decisions about who collects data, how it is used, and for whose benefit, affect communities and destination governance. Through illustrative cases and theoretical exploration, the paper argues that a just tourism data regime must embed transparency, participation, accountability, and redress mechanisms. Ultimately, it proposes a framework for more equitable and ethical use of big data in tourism, aiming to guide policymakers, destination managers, and communities toward fairer data practices.