Ethical Implications of BNPL in Digital Tourism: A Cognitive Dissonance Perspective

Abstrak

Objective: The rise of Buy Now Pay Later (BNPL) services in the tourism and hospitality sectors has reshaped how consumers in Southeast Asia finance travel. While these services offer convenience and perceived affordability, they may also lead to impulsive travel consumption and financial over-commitment. This conceptual paper investigates the ethical risks and psychological consequences of BNPL usage in the digital tourism economy. Drawing on Cognitive Dissonance Theory and ethical marketing frameworks, the study proposes a model linking urgency cues, misaligned consumer expectations, and post-purchase regret. The paper highlights the vulnerability of digitally active but financially inexperienced consumers, particularly in high-cost travel decisions. Findings emphasize the need for transparent BNPL disclosures and propose a set of ethical guidelines for responsible tourism financing. This study contributes to the emerging discourse on digital financial ethics in tourism by offering a novel lens that integrates behavioral theory with tourism marketing strategy.