Tricked into booking? The hidden influence of dark patterns on boutique hotel bookings

Despite the widespread use of deceptive dark patterns by online travel agencies (OTAs) in the hospitality industry, research on their impact on booking boutique hotel rooms remains limited. Consumers who choose boutique hotels generally have higher expectations for their experiences, making them particularly vulnerable to the negative effects of dark patterns. This study investigates how exposure to varying levels of dark patterns (high vs. low) affects trust, distrust, booking intentions, and the willingness to postpone booking when using OTAs for a boutique hotel room. Additionally, the moderating effects of manipulation literacy (high vs. low) and trip purpose (hedonic vs. utilitarian) are analyzed.