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Dark tourism: is it a growth segment for the Malaysia tourism industry?

Author

Listed:
  • Mohd Salehuddin Mohd Zahari

    (Faculty of Hotel and Tourism Management Universiti Teknologi MARA, Puncak Alam, Selangor, Malaysia)

  • Mohd Hafiz Hanafiah

    (Faculty of Hotel and Tourism Management Universiti Teknologi MARA, Puncak Alam, Selangor, Malaysia)

  • Syarifah Syafeera Syed Mahboob

    (Faculty of Hospitality, Tourism & Wellness Kuala Lumpur Metropolitan University College Metropolitan University College)

  • Nor Adilah Md. Zain

    (Faculty of Hotel and Tourism Management Universiti Teknologi MARA, Puncak Alam, Selangor, Malaysia)

Abstract

Purpose – This paper reports the empirical investigation on the causal relationship between perceived importance of dark tourism product and tour operators’ action behavior. The tour operator’s perceived importance of dark tourism attributes and how they translate their perception into action behavior was explored. The lack of support promotional activities from the travel agencies are probably the main reasons this product has yet reached its potential. Method – The sample populations were the tour operators that selling inbound and domestic tour packages in Malaysia and the required information was gathered through a self-administered questionnaire based on the purposive judgmental sampling methodology. Findings – Through a series of analyses, the results show that despite the availability of dark tourism products in Malaysia, tour operators have not aggressively promoted these sites. Minimal business profit, diseconomies of scale demand and limited resources was found to influence their unenthusiastic behaviour. Originality – This study provides useful insights into the attributes, the perceptions and evaluations of the dark tourism products by the tour operators. The outcome of this study can be used as a guide for the tourism industry policy makers to develop more efficient marketing and positioning strategies.

Suggested Citation

  • Mohd Salehuddin Mohd Zahari & Mohd Hafiz Hanafiah & Syarifah Syafeera Syed Mahboob & Nor Adilah Md. Zain, 2016. "Dark tourism: is it a growth segment for the Malaysia tourism industry?," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 22(1), pages 47-56, May.
    • Handle: RePEc:tho:journl:v:22:y:2016:n:1:p:47-56
    DOI: 10.20867/thm.22.1.5
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    References listed on IDEAS

    as
    1. Wen-Hsiang Lai & Nguyen Quang Vinh, 2013. "Online Promotion and Its Influence on Destination Awareness and Loyalty in the Tourism Industry," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 3(3), pages 1-2.
    2. Dunkley, Ria & Morgan, Nigel & Westwood, Sheena, 2011. "Visiting the trenches: Exploring meanings and motivations in battlefield tourism," Tourism Management, Elsevier, vol. 32(4), pages 860-868.
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    Citations

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    Cited by:

    1. María Genoveva Dancausa Millán & María Genoveva Millán Vázquez de la Torre & Ricardo Hernández Rojas, 2021. "Dark Tourism in Southern Spain (Córdoba): An Analysis of the Demand," IJERPH, MDPI, vol. 18(5), pages 1-17, March.
    2. Maria Genoveva Dancausa Millán & Leonor María Perez Naranjo & Ricardo David Hernandez Rojas & Maria Genoveva Millan Vazquez de la Torre, 2019. "Cemetery tourism in southern Spain: an analysis of demand," Tourism and Hospitality Management, University of Rijeka, Faculty of Tourism and Hospitality Management, vol. 25(1), pages 37-52, May.

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    More about this item

    Keywords

    Dark tourism; perceived importance; tour operators; Malaysia;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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