What motivates dark tourists?

Ashworth (2004) and Ashworth and Hartmann [27] suggested three main reasons for visiting dark sites: curiosity about the unusual, attraction to horror, and a desire for empathy or identification with the victims of atrocity.



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Dark tourism refers to visiting places where some of the darkest events of human history have unfolded. That can include genocide, assassination, incarceration, ethnic cleansing, war or disaster — either natural or accidental.

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Dark tourism sites are places related to tragedy, violence, and war. These places draw the attention of a lot of tourists every year. According to a recent study of the visitors to the Illinois Holocaust Museum, it is seen that visit to this museum actually awakens the emotions of the visitors.

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Although an 'official' term did not exist until 1996, dark tourism is not a new practice. People have been visiting sites of death and tragedy for centuries. Early examples include viewing public hangings and decapitations, or spectators at gladiatorial games in the Colosseum.

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It raises concerns about the moral boundaries of dark tourism and the marketing of places of tragedy and death, while offering them for consumption (Stone, 2009). Selling souvenirs from sites of death effectively commercializes death.

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“At such sites,” he says, “what is important is place authenticity, getting a feel for the atmosphere, even aura, of a place where some significant dark chapters of history played out. So concentrate on that aspect.” One way to do this, of course, is by refraining from excessive photography, and particularly selfies.

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(2009) state that there are only three core elements in a successful destination which achievement in attracting tourists will rely on upon the quality of those crucial advantages that they offer them: attractions, amenities and accessibility.

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What are the most important factors to attract tourist?
  • Be Present Online. ...
  • Promote Local Attractions. ...
  • Promote Local Events and Businesses. ...
  • Host a Festival. ...
  • Provide maps and directions to local events and attractions. ...
  • Create an email list to share information about your destination.


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Dark tourism sites are all associated with tragic history. They are sites of atrocities, accidents, genocide, natural disasters or infamous death. It seems grim that people visit these places, but the reality is that these places represent important human history.

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“It depends,” says Granato. Generally, she finds that most archaeologists, academics, and museum curators think that the default answer is “yes, it is ethical” and may possibly question it later. “But I think the default answer should change to 'no'—with the caveat that sometimes it is ethical.”

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While the tourist motivations to visit sites of a sensitive nature may be diverse, dark tourism remains a morally relevant issue that involves a questioning of moral judgment (Rojek,1997; Stone, 2009). It has always raised issues of how morality is collectively conveyed and individually constructed.

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Based on Maslow's (1943) five-level hierarchy of needs, Pearce (1988) proposed the TCL model, which lists five travel motivations associated with relaxation, stimulation, relationship, self-esteem and development or fulfilment.

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So, as a self-confessed travel addict, here are the 10 reasons why I love to travel.
  • Travel to leave our world a better place. ...
  • Travel to meet different cultures. ...
  • Travel to learn. ...
  • Travel to escape reality. ...
  • Travel to relax. ...
  • Travel to explore. ...
  • Travel for humility. ...
  • Travel to eat.


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