Dark Patterns in Digital Hospitality Platforms: Ethical and Legal Challenges for Albania’s Tourism Sector

Abstract

The rapid digitalization of Albania’s tourism and hospitality sector has transformed service delivery and consumer engagement. Online travel agencies (OTAs) and booking platforms now mediate most accommodation reservations. Still, they often employ manipulative interface design practices, known as dark patterns, that exploit users’ cognitive biases and emotional triggers. This systematic review synthesizes findings from fifty-one peer-reviewed studies (2019–2025) and integrates international regulatory and ethical frameworks to evaluate the implications for Albania’s tourism ecosystem. Despite a growing global literature on deceptive design, there is a notable lack of empirical studies focused on Albania or the Western Balkans. It reflects recent legal reforms, including the EU Digital Services Act (DSA), which prohibits manipulative design patterns that impair user autonomy (Recital 67). At the same time, the Digital Markets Act (DMA) Article 6(11) requires explicitly that consent choices – such as ‘accept’ and ‘reject’ – be presented in an equally visible and accessible manner. Albania’s Law No. 124/2024 on Personal Data Protection (in force since Feb 2025) aligns national practice with the GDPR and significantly strengthens sanctions and data-subject rights. This study highlights urgent policy recommendations, including the adoption of an ethical design code and the establishment of monitoring units, to orient stakeholders towards practical, actionable outcomes. Findings underscore the need to adopt ethical design standards, enhance enforcement capacity, and strengthen digital literacy to protect consumers while promoting sustainable tourism development in Albania.