Research On Dark Tourism Development Based On Tourists’ Perception Value And Consuming Intention

With the development of economic, people’s qualities of life are being improvedconstantly. Then tourism has become an important part of people’s daily lives. In order tosatisfy the personalized needs of tourists, the new types of tourism appear constantly. Inrecent years, Dark tourism is an emerging academia hotspot in foreign countries especially inNorth America, at the same time, it become a form of characteristics tourism accepted bytourist gradually. Actually, tourism to sites related to death and disaster is a phenomenon thatalready exists, such as watching the performances of the Roman gladiators, to visit theAuschwitz concentration camp and war ruins. However, Because of the influence of Chinesetraditional culture, whether to explore Dark tourism and how to develop Dark tourism iscontroversial, even the name of Dark tourism is very sensitive, and many high-value Darktourism resources are idle or destroyed. But we can not deny this form of tourism, thedevelopment of Dark tourism in foreign has brought us lots of experience, the dilemma ofDark tourism may be changed in China.This study introduces the customers’ perceived value theory to explore the developmentof Dark tourism in the view of tourists. On the basis of literature review, this study dosmall-scale interviews to try to construct the dimensions of tourists’ perceived value of Darktourism and measurement scale, then collect samples in Guangzhou, Nanjing, Chengdu in theform of questionnaires survey, the survey was divided into two parts to complete in differentperiods. Use descriptive analysis, exploratory factor analysis, ANOVA analysis, structuralequation modeling analysis method to analyze the survey data. The results showed: Firstly,tourists’ perception value of Dark tourism is composed of five measurement dimensions, theyare social memory value, social value, emotion value, perception of the quality of tourism,perception of cost. Secondly, many people have a prejudice against Dark tourism, they do notshow a strong consuming intention, and demographic characteristics such as education,income factors can affect the tourists’ perceived value of the Dark tourism measurementdimensions. Thirdly, tourists’ perception value of each dimension have different impact onconsuming intention, the impact of social memory value and social value on consumingintention is not significant, emotion value and perception of the quality of tourism has apositive correlation with consuming intention, perception of cost has negative impact onconsuming intention.Based on the above findings, combining the practice of Dark tourism development, thisstudy proposes some recommendations on the Dark tourism development: Firstly, guide the perception of Dark Tourism consuming. Secondly, convert the social memory value intoconsumption. Thirdly, enhance the emotion value and perception of the quality of tourism.Last but not least, reduce the perception of cost of Dark Tourism.