Dark tourism: tourist value and loyalty intentions

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.

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