Ethical AI-driven UX in online travel agencies: A pathway towards resilient destinations

Sofia Alexandra Pachoumaki - Department of Tourism, Ionian University, Corfu, Greece - s.pachoumaki@ionio.gr (Corresponding author)

Nikos Antonopoulos - Department of Tourism, Ionian University, Corfu, Greece - nikos.antwnopoulos@ionio.gr

Naoum Mylonas - Department of Tourism, Ionian University, Corfu, Greece - nmylonas@ionio.gr

Andreas Giannakoulopoulos - Department of Audiovisual Arts, Ionian University, Corfu, Greece - agiannak@ionio.gr

Keywords: Ethical UX design, psychological factors in tourism, user well-being, artificial intelligence, online travel agencies

Background

Online Travel Agencies (OTAs) such as Booking.com and Airbnb have become dominant intermediaries in the tourism ecosystem. However, many of these platforms employ persuasive design techniques, including scarcity messages, countdown timers, and social proof indicators (Gray et al., 2018), that exploit psychological vulnerabilities such as Fear Of Missing Out (FOMO) and cognitive overload. While these tactics may increase short-term conversions, emerging evidence suggests they can generate user anxiety, post-booking regret, and diminished trust, potentially undermining the quality of the travel experience and, by extension, the reputation of tourism businesses (Foris et al., 2020) and the long-term resilience of destinations.

Objectives

The purpose of this research is to explore how ethical AI-driven UX design can serve as an alternative to manipulative persuasion techniques currently prevalent in OTAs. Specifically, it examines: (1) What dark patterns are commonly employed in OTA interfaces and what are their psychological effects? (2) How can AI-driven ethical design approaches replace these patterns? (3) How does user well-being, fostered through ethical UX, contribute to the resilience of tourism destinations?

Methods

This study employs a scoping literature review methodology to map the emerging intersection of ethical AI-driven UX design, psychological factors, and online tourism. The review is based on peer-reviewed articles and conference proceedings retrieved from Scopus, covering the period 2015–2025. The search strategy uses keyword combinations connected with Boolean operators, and inclusion criteria focus on English-language publications addressing manipulative or ethical design practices in digital tourism platforms.

Results

Preliminary findings suggest that manipulative design patterns -such as scarcity notifications and social proof indicators- are widely documented in e-commerce literature as triggers of psychological pressure and impulsive decision-making. However, their specific application and effects within OTA environments remain underexplored. Similarly, while AI-driven ethical design approaches show promise in broader UX research (Stige et al., 2024), empirical evidence linking ethical UX strategies to user well-being and tourism sustainability is still limited. This gap underscores the need for focused investigation at the intersection of ethical AI, UX design, and online tourism.

Conclusions

This review highlights a critical gap in the literature: while manipulative design patterns in digital platforms are well documented, research specifically addressing ethical AI-driven alternatives in OTAs remains scarce. The findings suggest that shifting from persuasion-based to empowerment-based UX design could benefit both users and the tourism industry. By reducing psychological pressure and fostering informed decision-making, ethical AI-driven interfaces may enhance user well-being, build long-term trust, and ultimately contribute to more resilient tourism destinations. These insights are relevant for UX designers, platform developers, and tourism policymakers seeking to align digital innovation with sustainability goals.

References

Foris, D., Tecau, A. S., Hartescu, M., & Foris, T. (2020). Relevance of the features regarding the performance of booking websites. Tourism Economics, 26(6), 1021–1041. https://doi.org/10.1177/1354816619845790

Gray, C. M., Kou, Y., Battles, B., Hoggatt, J., & Toombs, A. L. (2018). The Dark (Patterns) Side of UX Design. Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems, 1–14. https://doi.org/10.1145/3173574.3174108

Stige, Å., Zamani, E. D., Mikalef, P., & Zhu, Y. (2024). Artificial intelligence (AI) for user experience (UX) design: A systematic literature review and future research agenda. Information Technology & People, 37(6), 2324–2352. https://doi.org/10.1108/ITP-07-2022-0519