Reason for Tourist Intention to Visit Dark Destinations: an Application of Behavioural Reasoning Theory (BRT)

Goh, Ching Yee (2024) Reason for Tourist Intention to Visit Dark Destinations: an Application of Behavioural Reasoning Theory (BRT). Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study aims to investigate the factors that influence tourists’ intentions to visit dark tourism destinations, with a particular focus on the Malaysian context. Drawing on Behavioural Reasoning Theory (BRT), this study investigates Attitudes, Subjective Norms, Perceived Behavioural Control, and Paranormal Beliefs related to their intention to visit dark tourism destinations. Through rigorous analysis of data collected from 265 respondents in Malaysia, this study reveals important insights into the determinants of tourist intentions. The results highlight the subtle relationships between different variables, some of which have a direct impact on tourists' intentions, while others mediate or moderate these relationships. Notably, tourists’ perceptions of Existential Authenticity, Enjoyment, Emotional Distress, and Cultural Sensitivity emerged as influencing factors in their intentions to engage in dark tourism, highlighting the importance of experiential and emotional factors in shaping tourist behaviour. Additionally, this study identifies practical implications for industry stakeholders, highlighting the potential for targeted marketing strategies that capitalize on tourist motivations and preferences. Additionally, the study outlines avenues for future exploration, including cross-cultural comparisons and examination of how broader social values influence tourist intentions in different cultural contexts. In summary, this study provides a comprehensive understanding of the factors that drive tourists’ intentions to visit dark tourism destinations in Malaysia. By illuminating the underlying mechanisms that shape tourist behaviour, the findings provide valuable insights for academics and industry professionals seeking to understand and capitalize on the growing dark tourism phenomenon