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The tremendous technological advancement in the last few decades has broughtmany enterprises to collaborate in a better way while making intelligentdecisions. The use of Information Technology tools in obtaining data ofpeople's everyday life from various autonomous data sources allowingunrestricted access to user data has emerged as an important practical issueand has given rise to legal implications. Various innovative models for datasharing and management have privacy and centrality issues. To alleviate theselimitations, we have incorporated blockchain in user modeling. In this paper,we constructed a decentralized data sharing architecture with MultiChainblockchain in the travel domain, which is also applicable to other similardomains including education, health, and sports. Businesses that operate in thetourism industries including travel and tour agencies, hotels and resorts,shopping malls are connected to the MultiChain and they share their userprofile data via stream in the MultiChain. The paper presents the hotel bookingservice for an imaginary hotel as one of the enterprise nodes, which collectsuser profile data with proper validation and will allow users to decide whichof their data to be shared thus ensuring user control over their data and thepreservation of privacy. The data from the repository is converted into an opendata format while sharing via stream in the blockchain so that other enterprisenodes, after receiving the data, can easily convert them and store into theirown repositories. The paper presents an evaluation of the performance of themodel by measuring the latency and memory consumption with three test scenariosthat mostly affect the user experience. The node responded quickly in all ofthese cases.

User-Controlled Privacy-Preserving User Profile Data Sharing based on Blockchain