Dark tourism: tourist value and loyalty intentions
ISSN: 1660-5373
Article publication date: 27 August 2019
Issue publication date: 18 September 2019
Abstract
Purpose
This paper aims to examine the direct and indirect effects of tourists’ value on satisfaction and loyalty intentions in dark tourism.
Design/methodology/approach
This research was conducted using the data collected through a questionnaire survey from 403 tourists visiting a dark tourism destination in India. Data were analyzed using CFA and SPSS macro (Process).
Findings
The findings confirmed that tourists’ values have significant direct and indirect effects on loyalty intentions via satisfaction in dark tourism. Among specific value, the strongest direct and indirect influence of emotional value in dark tourism is the unique finding of this research.
Practical implications
This study would help the marketers, government, local authorities and relevant stakeholders operating in dark tourism to formulate policies and strategies to better serve this niche tourism.
Originality/value
This research is the first-known attempt to reveal the uniqueness of tourists’ perception of value in dark tourism. It could significantly add to the literature and practice of dark tourism.
Keywords
Citation
Sharma, P. and Nayak, J.K. (2019), "Dark tourism: tourist value and loyalty intentions", Tourism Review, Vol. 74 No. 4, pp. 915-929. https://doi.org/10.1108/TR-11-2018-0156
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited