Assessment of Dark Tourism and its Merchandising

This research finds the economic impact of dark tourism, focusing on destinations associated with tragedy, death, and suffering. Contrary to conventional beliefs surrounding positive destination n branding, this study questions whether dark tourism can emerge as economically impactful tourist destinations. Employing a quantitative approach based on Multi Criteria Decision Analysis (MCDA), the research aims to analyze factors and options defining the profitability and sustainability of such destinations. The case study of Amritsar, particularly the Jallianwala Bagh massacre of 1919, serves as a poignant example to understand the economic dynamics of dark tourism. The research contributes original insights into the less-explored economic dimensions of dark tourism, unique perspective on the specific challenges and attractions associated with Amritsar, providing valuable contributions to academic discussions on dark tourism. The study highlights the economic viability of dark tourism, challenging preconceived notions and highlighting the potential for these destinations to be economically impactful. The case study of Amritsar showcases the enduring impact of historical tragedies on a destination and offers insights into effective management practices. The findings suggest that dark tourism can be a lucrative and sustainable sector, provided careful consideration is given to various factors influencing visitor experience and destination management. The research encourages a reevaluation of public perception and policymaking regarding dark tourism, offering a nuanced understanding of its economic implications. Ultimately, this study enriches our comprehension of the complex phenomenon of dark tourism, providing a foundation for further research and informed decision-making in the tourism industry.