Bencsik, Tamás and Hajdú, Noémi (2025) The Power and Pitfalls of Scarcity Messaging in Online Travel Booking. In: Central and Eastern European eDem and eGov Days 2025 (CEEeGov 2025). ACM Press, New York, pp. 1-7. ISBN 9798400721977
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Abstract
This study investigates the effects of scarcity messages and social proof communication on consumer decision-making in online travel agencies. Using a mixed methods approach, the study included a content analysis of Booking.com listings and a questionnaire survey (N = 247) to investigate users’ perceptions. Results show that time- and demand-based scarcity messages significantly influence booking intentions, especially among younger, impulsive users. Social proof elements further reinforce the decision, although overly aggressive tactics can undermine trust. The findings emphasise the need for ethical, data-driven messaging, with transparent communication and careful UX design to drive both conversion and consumer trust.
| Item Type: | Book Section |
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| Uncontrolled Keywords: | Scarcity messages, Social proof, Consumer decisions, Online travel agencies, Digital marketing communication |
| Subjects: | G Geography. Anthropology. Recreation / földrajz, antropológia, kikapcsolódás > G Geography (General) / Földrajz általában > G154.9-155.8 Tourism / turizmus H Social Sciences / társadalomtudományok > HF Commerce / kereskedelem |
| SWORD Depositor: | MTMT SWORD |
| Depositing User: | MTMT SWORD |
| Date Deposited: | 10 Jan 2026 09:07 |
| Last Modified: | 10 Jan 2026 09:07 |
| URI: | https://real.mtak.hu/id/eprint/231662 |
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