Curious Minds and Digital Influence: Attitudes Toward Dark Tourism

This research attempts to examine the cognitive and digital determinants of the attitudes towards dark tourism sites. In particular, the contribution of curiosity and the moderating effect of social media exposure. Dark tourism has recently attracted increased attention from tourism researchers for its potential to provide an experience that can highlight history, memory, and morality. However, empirical research into the combined influence of psychological needs and social media on prospective tourists’ attitudes towards dark tourism sites remains scant. Methodology: To fill this gap, a quantitative survey was distributed among Jakarta residents aged 18 years and above who have not been to the particular dark tourism sites. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was applied to test the hypothesized research model. In particular, the measurement model was evaluated to establish whether it has reached required levels of reliability and validity. Then, the structural model was used to examine whether hypothesized relationships are significant. Findings: The results of the study show that curiosity has a strong and significant positive effect on tourists’ attitudes towards dark tourism sites. Moreover, social media exposure does not moderate the curiosity-attitude relationship. The research model has an acceptable level of explanatory power and shows evidence of predictive relevance. Research Limitations/Implications: The results of the study add to the theory of dark tourism. Practically, the research can be used by museum managers and heritage sites to enhance public engagement with their museum and increase their number of visitors.