Sophia-Alexandra Pachoumaki

• N. MYLONAS
• N. ANTONOPOULOS
• A. GIANNAKOULOPOULOS

Human-Computer Interaction (HCI) is the scientific discipline that deals with the design, implementation and evaluation of interactive computing systems intended for human use. It is a crossroads of Computer Science, Linguistics, Cognitive and Social Psychology, as effective UX design aims to create interfaces that align with the way people think, perceive and interact with technology. For this reason, information processing, long-term and short-term memory, cognitive load and psychological parameters are investigated. The human brain can almost instantly detect color, movement and shape, and therein lies the importance of Psychology in User Experience design. In the digital tourism environment, this field acquires particular importance. Online travel platforms (OTAs) leverage psychological tactics, such as fear of missing out (FOMO), scarcity messages, and social proof. Thus, they actively shape users’ booking decisions. This doctoral research examines the intersubjective nature of UX design in OTAs, analyzing both manipulative design techniques and the contribution of Artificial Intelligence to information architecture, with the aim of highlighting alternative, ethical approaches that put people and their well-being at the center.