BEYOND BOARDING: THE INTERSECTION OF SECURITY AND COMFORT IN THE DIGITAL TRANSFORMATION ERA

Objectives: This study explores how Big Data and Artificial Intelligence (AI) enhance airport security while improving passenger experience. It investigates how these technologies personalize services, optimize operations, and mitigate security risks, aiming for a synergistic integration of both dimensions. Theoretical Framework: Grounded in digital transformation literature, this study examines the application of Big Data and AI in aviation. Previous research highlights their role in streamlining security procedures and improving efficiency while addressing challenges related to privacy, passenger acceptance, and regulatory compliance. Method: A mixed-methods approach was adopted, combining a literature review and an online survey assessing passengers’ perceptions of Big Data and AI in security, experience, and technological priorities. Statistical analysis identified trends in acceptance and concerns. Results and Discussion: Findings indicate increasing acceptance of digital technologies, especially among frequent travelers. Most respondents believe AI and Big Data can improve security without compromising comfort. However, privacy concerns emerged as a major challenge (56%), highlighting the need for transparent data protection measures. Queue management and security threat prevention were the most valued applications. Research Implications: This study provides insights for airport management and policymakers, emphasizing the balance between security and passenger satisfaction in technology adoption. Originality/Value: Unlike prior studies focusing solely on security or efficiency, this research integrates both perspectives, offering empirical data on passenger perceptions and reinforcing the importance of ethical, strategic AI and Big Data implementation in airports.