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Exploring the Shadows: A Strategic Swot-Ahp Analysis of Dark Tourism in Malaysia’s Tourism Landscape

Author

Listed:
  • Tavaprashand Nagarajan

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Suddin Lada

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Lim Ming Fook

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Brahim Chekima

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Nor Afifah Yusof

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Romi Rampun Ramlan

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

  • Kelvin Yong

    (Centre for the Promotion of Knowledge and Language Learning, University Malaysia Sabah, Sabah, Malaysia)

  • Rudy Ansar

    (Faculty of Business, Economics and Accountancy, University Malaysia Sabah, 88400, Kota Kinabalu, Sabah, Malaysia.)

Abstract

This study investigates the strategic aspects of dark tourism in Malaysia by applying Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis in conjunction with the Analytic Hierarchy Process (AHP) to rank the most important factors impacting the domain. Dark tourism, which focuses on places associated with death or tragedy, draws upon Malaysia’s cultural and historical tourism. The analysis results show “Negative Public Perception†as the most prominent threat, along with critical factors such as “Government Support,†“Digital Marketing†and “Sensitive Nature of Topics.†The analysis reveals that the public stigma surrounding these sensitive topics should be reduced, while leveraging Malaysia’s cultural diversity and strong tourism infrastructure. The experts consulted and the secondary data collected framed the analysis which justifies the findings but also suggests further development to enable stakeholders to address challenges while improving the dark tourism sector. The blend of AHP and SWOT analysis enhances competitive planning for dark tourism in Malaysia, adding to the growing body of literature on Malaysia’s tourism.

Suggested Citation

  • Tavaprashand Nagarajan & Suddin Lada & Lim Ming Fook & Brahim Chekima & Nor Afifah Yusof & Romi Rampun Ramlan & Kelvin Yong & Rudy Ansar, 2025. "Exploring the Shadows: A Strategic Swot-Ahp Analysis of Dark Tourism in Malaysia’s Tourism Landscape," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(9), pages 7500-7511, September.
    • Handle: RePEc:bcp:journl:v:9:y:2025:issue-9:p:7500-7511
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    References listed on IDEAS

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    1. Light, Duncan, 2017. "Progress in dark tourism and thanatourism research: An uneasy relationship with heritage tourism," Tourism Management, Elsevier, vol. 61(C), pages 275-301.
    2. Saaty, Thomas L., 1990. "How to make a decision: The analytic hierarchy process," European Journal of Operational Research, Elsevier, vol. 48(1), pages 9-26, September.
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