Challenges for marketing managers at Dark Heritage Sites

This paper investigates the management and engagement of visitors in the context of dark tourism sites, specifically those that relate to distant events. In the recent past the majority of visitors were people with emotional... [ view full abstract ]

This paper investigates the management and engagement of visitors in the context of dark tourism sites, specifically those that relate to distant events. In the recent past the majority of visitors were people with emotional and historical links to such sites, however many new generation visitors have no strong personal ties to particular sites. This presents a new challenge for site management. The purpose of the paper is to investigate managerial perspectives of the visitors experience and consider how visitors can benefit from the overall experience.
Initially the paper provides a review of dark tourism concepts, and applies the servicescape literature to the context of dark heritage sites. An in-depth case-based method was used to investigate the nature of heritage site servicescapes and to uncover site managers perceptions of the role and nature of the servicescape and the key issues related to visitor engagement. Heritage sites no longer want to be seen as dark places and are striving to become sites of sensitive heritage where the focus is on visitor and social engagement.