Tourists’ Awareness and Perception on Dark Tourism in Malaysia

Dark tourism offers unique, emotional and educational experiences of the places connected to death, tragedy, or suffering. Dark tourism represents a niche segment within the broader tourism industry that has been experiencing steady increment. However, research on dark tourism in Malaysia is still in its early stages. To date, no studies have specifically examined awareness and perception of dark tourism in this country. Thus, this study sought to explore the dimensions that shape tourists’ perception towards dark tourism to provide a clearer perspective on the factors influencing their thoughts. Respondents were recruited at dark tourism sites in Melaka that includes Ghost Museum and Malaysia Prison Museum. A total of 216 samples were collected using survey questionnaires. The findings of the study reveal that tourists’ perception on dark tourism is shaped by cultural beliefs and heritage sites. On the other hand, tourism opportunity does not have a strong influence on the perception of dark tourism. This study provides insightful information on how tourists view, interpret and respond to dark tourism sites and experiences. Such information ably helps destinations managers develop strategies to design immerse, respectful and educational experiences that meet tourists’ expectations.