Search results

Dark tourism is a new coinage rooted in the perception of tourism activities at the sites or destinations connected to phenomena that bear varied, flexible, dynamic, diverse, and graded dark shades of life and civilization. It is now customary to subsume it within the sets of niche tourism. Some dark tourism sites attract visitors and generate sizable amounts of revenue, yet most of the world does not register much demand compared to other niches. Accordingly, promotion pursuit turned crucial to draw the market’s attention, creating its competitively distinct position.

Indeed, inherent issues, such as conceptual multiplicity within nature, aspect, attribute, and product paradigm, turn dark tourism into a complex phenomenon and put a challenge toward creating its distinct market position. Additionally, contradictions in semantic and functional significances, conflicts in framing morbid memory and authentic portrayal, variances in ethical, cultural and ideological interpretations, transition of liminal space identity, and diverse focuses in stakeholder engagement in imaging impede efforts to transform dark tourism attractions into a significant driver of tourism.

This chapter will locate and address the issues that challenge the marketability of dark attractions and dark tourism promotion more directly, with attention to the Indian context.

This paper aims to examine a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification and brand advocacy, as well as the mediating role of destination warmth (vs. competence) in the connections between destination brand femininity (vs. masculinity) and destination brand identification.

A qualitative study and literature review were conducted to revisit and refine the items on the scale. Preliminary item reduction was qualitatively grounded in focus groups, a panel of experts, and a pilot study. A follow-up quantitative evaluation of two studies (N1 = 705 and N2 = 472) was conducted to test seven hypotheses using exploratory factor analysis and confirmatory factor analysis with structural equation modeling.

The findings provide robust evidence for the interrelationships among destination brand gender, stereotypes, destination identification and destination advocacy. The outcomes also reveal that warmth is more important than competence for destination identification. Finally, the results indicated that only destination warmth serves as a partial mediator in the association between destination brand masculinity and femininity, on the one hand, and destination identification, on the other hand.

This article adds to the destination branding literature by using social role theory and the stereotype content model to explore novel connections among destination brand gender, stereotypes, destination brand identification and brand advocacy.