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När design påverkar beslut: En kvalitativ studie av mörka mönster på nätbaserade resebokningsplattformar
University of Borås, Faculty of Librarianship, Information, Education and IT.
University of Borås, Faculty of Librarianship, Information, Education and IT.
2025 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
When Design Influences Decision : A Qualitative Study of Dark Patterns on Online Travel Agencies (English)
Abstract [en]

This qualitative study explores how dark patterns are used in the booking interface of online travel agency (OTA) platforms. Focusing on the accommodation section, the research applies artefact analysis based on Persuasive System Design (PSD) framework to examine how these patterns appear at different stages of the booking process. Three major OTA platforms were analyzed through systematic observation of their mobile applications. Findings show that all platforms use a mix of dark patterns, but with varying emphasis: Agoda relied heavily on urgency and scarcity, Hotels made frequent use of forces actions and Booking displayed a broad combination of manipulative strategies. Logged-in views often contained more personalized elements, such as the user's name, membership level and exclusive offers, while logged-out views required more steps to access certain benefits. The results reveal that dark patterns are integrated into every stage of the booking process, from the home page to the payment screen. These findings raise important questions about transparency, user autonomy, and ethical design practices in the travel booking industry.

Place, publisher, year, edition, pages
2025.
Keywords [sv]
Mörka mönster, resebokningsplattformar, övertygande design, informationsarkitektur, artefaktanalys, användarupplevelse
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-34631OAI: oai:DiVA.org:hb-34631DiVA, id: diva2:2016083
Available from: 2025-12-10 Created: 2025-11-24 Last updated: 2025-12-10Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf