understanding visitor motivation for dark tourism attractions

Understanding Visitor Understanding Visitor Motivation for Dark Tourism Motivation for Dark Tourism

AttractionsAttractions

Laura Jane Bissell & Kelly J. MacKayFaculty of Kinesiology and Recreation Management

University of Manitoba

Introduction• Dark tourism has had several aliases: thanatourism,

morbid tourism, black spots and atrocity tourism• Terms were developed in attempts to make sense of the

packaging and consumption of death in the tourism industry of both the distant and recent past

• Definitions: • “travel to sites associated with death, disaster and

depravity” (Lennon & Foley, 1996)• “travel to a location wholly, or partially, motivated by

the desire for actual or symbolic encounters with death” (Seaton, 1996)

Bissell & MacKay 2009

Introduction•• little specific research on dark sites prior midlittle specific research on dark sites prior mid--1990s1990s•• Much of the academic output has been related to Much of the academic output has been related to

•• identifying what constitutes a identifying what constitutes a ““dark sitedark site””•• understanding visitor motivations from a theoretical understanding visitor motivations from a theoretical

perspectiveperspective• Visitation to sites associated with death by tourists is not

a new phenomenon • While visitation and interest in these sites have been

growing in the last century, research into the phenomenon was initially slow


Conceptual Framework•• First testable typology was SharpleyFirst testable typology was Sharpley’’s (2005) s (2005) ““Shades of Shades of

Dark TourismDark Tourism”” model model based on a based on a ““continuum of intensitycontinuum of intensity”” between two dimensions: between two dimensions: •• Nature of Nature of demanddemand (dark to pale)(dark to pale)•• SupplySupply of the product (accidental to purposeful)of the product (accidental to purposeful)

• Within this continuum, it is possible to map the various dark tourist attractions based on visitor motivations, as well as the wide range of cultural, political, historical and/or commercial purposes that likely underpin them.


Pale Pale TourismTourism

Grey Tourism Grey Tourism DemandDemand

Black Black TourismTourism

Grey Tourism Grey Tourism SupplySupply

PalestPalest DarkestDarkest

AccidentalAccidental

SUPPLYSUPPLY

PurposefulPurposeful

DEMANDDEMAND

Figure 1: SharpleyFigure 1: Sharpley’’s s ““shades of dark tourismshades of dark tourism”” (adapted from (adapted from Sharpley, 2005, p.225)Sharpley, 2005, p.225)


Importance of Study•• Empirical investigation of theoretical developments at the Empirical investigation of theoretical developments at the

site/attraction level tosite/attraction level to--date minimal in general. date minimal in general. •• SharpleySharpley’’s model minimally testeds model minimally tested•• Research needed to: Research needed to:

•• investigate applicability at dark sites investigate applicability at dark sites •• determine if there is an identifiable determine if there is an identifiable ““darkdark”” niche niche

market in tourism market in tourism


Hypotheses

•• Hypothesis 1:Hypothesis 1: The attraction providing The attraction providing ““accidentalaccidental”” (i.e. (i.e. unintentional) supply will coincide with a unintentional) supply will coincide with a ‘‘palerpaler’’ demand demand and heritage/general tourism motives will dominate and heritage/general tourism motives will dominate

•• Hypothesis 2:Hypothesis 2: The attraction providing The attraction providing ““purposefulpurposeful”” (i.e. (i.e. intentional) supply will coincide with a intentional) supply will coincide with a ‘‘blackerblacker’’ demand demand and heritage/general tourism motives will be less and heritage/general tourism motives will be less dominant dominant


Methods •• selfself--administered visitor questionnaire (2 pg.) at administered visitor questionnaire (2 pg.) at

two dark tourism attractions: two dark tourism attractions: •• Muddy Water Ghost ToursMuddy Water Ghost Tours•• St. Boniface Cemetery St. Boniface Cemetery

•• small incentive/gift offeredsmall incentive/gift offered•• multimulti--stage samplingstage sampling

•• Random access days 26 June to 7 August, Random access days 26 June to 7 August, 2008 followed by cluster sampling2008 followed by cluster sampling

•• Target sample size of 150 from each Target sample size of 150 from each •• Survey offered as visitors exited attraction Survey offered as visitors exited attraction

and returned to investigatorand returned to investigator


Attraction 1: Attraction 1: Muddy Water Ghost ToursMuddy Water Ghost Tours

•• Tuesdays and Thursdays from June 3 to Tuesdays and Thursdays from June 3 to October 28, 2008.October 28, 2008.

•• Visitors informed of ghost sightings, paranormal Visitors informed of ghost sightings, paranormal research in Winnipeg, and eye witness accounts research in Winnipeg, and eye witness accounts of paranormal experiences and opportunities to of paranormal experiences and opportunities to communicate with spirits thought to haunt communicate with spirits thought to haunt various locations. various locations.

•• Tours were created expressly for the intent of Tours were created expressly for the intent of connecting visitors with the paranormalconnecting visitors with the paranormal

•• was classified as a was classified as a ““purposefulpurposeful”” attraction. attraction. Bissell & MacKay 2009

Attraction 2: Attraction 2: St. Boniface CemeterySt. Boniface Cemetery

•• Burial site of many of the cityBurial site of many of the city’’s important s important historical Mhistorical Méétis figures, at the local, provincial tis figures, at the local, provincial and even national level. and even national level.

•• The main purpose is as a burial site and not a The main purpose is as a burial site and not a tourist attraction, tourist attraction,

•• classified as an classified as an ““accidentalaccidental”” dark tourism dark tourism attraction attraction

•• Visitors to the cemetery have two options Visitors to the cemetery have two options •• a) they may guide themselves through the graves and a) they may guide themselves through the graves and

tombstones;tombstones;•• b) they may attend a regularly scheduled play in the b) they may attend a regularly scheduled play in the

summer monthssummer monthsBissell & MacKay 2009

Table 1: Motivation to Visit Attraction (19 Items)Table 1: Motivation to Visit Attraction (19 Items)

•• To have an experience with deathTo have an experience with death•• To come to terms with my own mortalityTo come to terms with my own mortality•• To pay tribute to those who diedTo pay tribute to those who died•• I am curious about how the victims diedI am curious about how the victims died•• I am fascinated by abnormal and bizarre eventsI am fascinated by abnormal and bizarre events•• To heal past hurtsTo heal past hurts•• I feel a sense of belonging to this attractionI feel a sense of belonging to this attraction•• It is a part of my own heritageIt is a part of my own heritage•• I feel a sense of obligation to visit I feel a sense of obligation to visit •• I feel that I should visit this attractionI feel that I should visit this attraction•• Because of its historic backgroundBecause of its historic background•• I want to learn about the history of the local peopleI want to learn about the history of the local people•• I want to learn about WinnipegI want to learn about Winnipeg•• I think it is important to visit this attractionI think it is important to visit this attraction•• I want to feel emotionally involvedI want to feel emotionally involved•• I want to have some entertainmentI want to have some entertainment•• I want to have a dayI want to have a day’’s outings outing•• It is a well known attractionIt is a well known attraction•• I want to relaxI want to relax

*six point scale: 0 = “completely disagree”; 5 = “completely agree”

Results•• 30 data collection days in total30 data collection days in total

•• 3 ghost tour only, 22 cemetery only, 6 at both 3 ghost tour only, 22 cemetery only, 6 at both •• Ghost Tours: 252 approached, 150 completed Ghost Tours: 252 approached, 150 completed

(60%) (60%) –– 2 removed2 removed•• 53 (36%) Tuesday tours53 (36%) Tuesday tours•• 95 (64%) Thursday tours95 (64%) Thursday tours

•• St. Boniface Cemetery: 285 approached, 139 St. Boniface Cemetery: 285 approached, 139 completed (47%)completed (47%)

•• 76 (54%) Cemetery only76 (54%) Cemetery only•• 63 (46%) Play only63 (46%) Play only


Results

Ghost Tour Respondents:Ghost Tour Respondents:•• 70% were residents of Winnipeg, 30% tourists 70% were residents of Winnipeg, 30% tourists •• TwoTwo--thirds were female and over half were thirds were female and over half were

married/common lawmarried/common law•• 19 percent of visitors held less than some post 19 percent of visitors held less than some post

secondary education secondary education •• 30% held at least one university degree 30% held at least one university degree •• Age range: 19Age range: 19--76, mean: 37 (76, mean: 37 (SDSD = 13.7), mode: 23 = 13.7), mode: 23 •• Over 80% were from CanadaOver 80% were from Canada•• 78% from Manitoba78% from Manitoba


ResultsCemetery Respondents:Cemetery Respondents:

•• Majority of visitors were tourists (77%) Majority of visitors were tourists (77%) •• 58% were female, 64% married/common58% were female, 64% married/common--law law •• Over 55% held at least one university degreeOver 55% held at least one university degree•• Age range: 19Age range: 19--78 years, Mean: 46 years 78 years, Mean: 46 years

(SD=14.7)(SD=14.7)•• Majority of visitors were Canadian (65%);Majority of visitors were Canadian (65%);•• 17% indicated from USA 17% indicated from USA •• 25% from Manitoba, 21% Ontario, 17% 25% from Manitoba, 21% Ontario, 17%

Alberta, 7% B.C., 23% other provinces/statesAlberta, 7% B.C., 23% other provinces/statesBissell & MacKay 2009

Purposeful Dark Attraction Purposeful Dark Attraction -- Ghost Tour Ghost Tour Motive ItemsMotive Items (N=148)(N=148)

nn %% M* SDM* SD

I want to try something new and I want to try something new and ““out of the ordinaryout of the ordinary””**** 145145 98.098.0 4.324.32 0.8570.857Because of its historical backgroundBecause of its historical background 143143 96.696.6 3.693.69 2.8672.867I am fascinated by abnormal and bizarre events**I am fascinated by abnormal and bizarre events** 143143 96.696.6 3.593.59 1.6061.606I want to learn more about WinnipegI want to learn more about Winnipeg 144144 97.397.3 3.533.53 1.3271.327I want to have some entertainmentI want to have some entertainment 143143 96.696.6 3.503.50 1.3261.326I want to learn about the history of the local peopleI want to learn about the history of the local people 142142 95.995.9 3.313.31 1.4981.498I want to have a dayI want to have a day’’s outings outing 144144 97.397.3 3.253.25 1.5441.544I am curious about how the victims died**I am curious about how the victims died** 142142 95.995.9 2.802.80 1.7751.775It is a well known tourist attractionIt is a well known tourist attraction 142142 95.995.9 2.422.42 1.5171.517It is a part of my own heritageIt is a part of my own heritage 144144 97.397.3 2.352.35 1.8141.814I think it is important to see this attractionI think it is important to see this attraction 143143 96.696.6 2.322.32 1.5991.599I feel a sense of belonging to this attractionI feel a sense of belonging to this attraction 143143 96.696.6 2.172.17 1.6781.678I want to relaxI want to relax 141141 95.395.3 2.132.13 1.5801.580I want to feel emotionally involvedI want to feel emotionally involved 142142 95.995.9 1.771.77 1.6491.649I want to pay tribute to those who died**I want to pay tribute to those who died** 143143 96.696.6 1.641.64 1.7091.709I want to have an experience with death**I want to have an experience with death** 143143 96.696.6 1.581.58 1.7171.717I want to come to terms with my own mortality**I want to come to terms with my own mortality** 143143 96.696.6 1.361.36 1.5321.532I feel a sense of obligation to visitI feel a sense of obligation to visit 143143 96.696.6 1.271.27 1.5101.510I want to heal past hurts**I want to heal past hurts** 142142 95.995.9 0.900.90 1.3541.354OtherOther 77 4.74.7 3.573.57 2.4402.440

*Based on a scale from 0*Based on a scale from 0--5, where 0 = completely disagree and 5 = completely agree5, where 0 = completely disagree and 5 = completely agree**Dark motive items**Dark motive items

Accidental Dark Attraction Accidental Dark Attraction -- St. Boniface St. Boniface Cemetery Motive ItemsCemetery Motive Items (N=139)(N=139)

n % M* SDn % M* SD

Because of its historical backgroundBecause of its historical background 136136 97.897.8 4.264.26 1.0181.018I want to learn about the history of the local peopleI want to learn about the history of the local people 139139 100100 4.044.04 1.2451.245I want to learn more about WinnipegI want to learn more about Winnipeg 135135 97.197.1 3.883.88 1.2581.258I want to have a dayI want to have a day’’s outings outing 135135 97.197.1 3.683.68 1.3751.375I think it is important to see this attractionI think it is important to see this attraction 136136 97.897.8 3.583.58 1.4791.479I want to try something new and I want to try something new and ““out of the ordinaryout of the ordinary””**** 136136 97.897.8 3.103.10 1.6051.605It is a well known tourist attractionIt is a well known tourist attraction 134134 96.496.4 3.003.00 1.4871.487OtherOther 1717 12.212.2 2.942.94 2.5362.536I want to relaxI want to relax 135135 97.197.1 2.902.90 1.6251.625I am curious about how the victims died**I am curious about how the victims died** 135135 97.197.1 2.702.70 1.8211.821I want to have some entertainmentI want to have some entertainment 135135 97.197.1 2.642.64 1.7431.743II want to pay tribute to those who died**want to pay tribute to those who died** 135135 97.197.1 2.372.37 1.7051.705I feel a sense of belonging to this attractionI feel a sense of belonging to this attraction 137137 98.698.6 2.312.31 1.8061.806It is a part of my own heritageIt is a part of my own heritage 134134 96.496.4 2.152.15 2.0242.024I want to feel emotionally involvedI want to feel emotionally involved 134134 96.496.4 1.811.81 1.6551.655I feel a sense of obligation to visitI feel a sense of obligation to visit 136136 97.897.8 1.681.68 1.8331.833I am fascinated by abnormal and bizarre events**I am fascinated by abnormal and bizarre events** 134134 96.496.4 1.481.48 1.8141.814I want to come to terms with my own mortality**I want to come to terms with my own mortality** 133133 95.795.7 0.890.89 1.4861.486I want to heal past hurts**I want to heal past hurts** 133133 95.795.7 0.880.88 1.5281.528I want to have an experience with death**I want to have an experience with death** 133133 95.795.7 0.710.71 1.2361.236

*Based on a scale from 0*Based on a scale from 0--5, where 0 = completely disagree and 5 = completely agree5, where 0 = completely disagree and 5 = completely agree**Dark motive items**Dark motive items

Results •• Not all items significantly different Not all items significantly different •• 7 of 12 heritage/general motives significantly stronger at 7 of 12 heritage/general motives significantly stronger at

cemetery than ghost tours at p>0.05cemetery than ghost tours at p>0.05•• Supports Hypothesis 1 and 2Supports Hypothesis 1 and 2

•• Entertainment item strongest at ghost tours Entertainment item strongest at ghost tours •• Only three dark motives significantly stronger at ghost Only three dark motives significantly stronger at ghost

tourstours•• I want to try something new and out of the ordinaryI want to try something new and out of the ordinary•• I want to have an experience with deathI want to have an experience with death•• I am fascinated by abnormal and bizarre eventsI am fascinated by abnormal and bizarre events

•• Dark items may be of equal importance (or unimportance ) at darkDark items may be of equal importance (or unimportance ) at dark attractions regardless of supplyattractions regardless of supply


Discussion• Has been argued by some that demand must match

supply for an attraction to be classified “dark”• In general, several ‘dark’ items were rated relatively low

across attractions• Exception: I want to try something new and out of the

ordinary and I am fascinated with abnormal and bizarre events at ghost tours

• these motives alone do not constitute a wish for a dark experience per se, but suggest a curiosity about “the Other” and a desire for new experiences and excitement (Seaton & Lennon, 2004).


Discussion• While hypotheses were supported, dark motives

themselves were rated low by visitors • Suggests general motives dominate experiences• At St. Boniface cemetery, several of the motives that

were thought to be integral reasons for visiting cemeteries were indeed some of the lowest scoring motives in the list.

• As such, dark tourism, in its purest form, seems rare and paler experiences likely constitute the majority of classified “dark tourism” attractions


Conclusions • Future of dark tourism growth is favorable • Previous research into dark tourism has largely ignored

the experience of visitors• Unknown if is indeed an identifiable niche market• This study has attempted to begin to fill the knowledge

gap• Dark tourism is likely a function of supply and demand,

although “dark” demand is likely uncommon• Visitors are more likely to visit for unique educational and

recreational experiences• Managers need to be aware of the different types of

visitors to their attractions and the experiences they seek


Furture Research

•• Study at other attractions with a more direct Study at other attractions with a more direct violent past may yield different results violent past may yield different results

•• Investigation into whether there are Investigation into whether there are ““corecore”” motives are part of an identifiable motives are part of an identifiable ““dark dark motivationmotivation”” at other attractionsat other attractions

•• The role of marketing and the media and site The role of marketing and the media and site sacralisation in the perception of dark attractions sacralisation in the perception of dark attractions with respect to motivation with respect to motivation


Questions?

understanding visitor motivation for dark tourism attractions

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