DARK TOURISM: PERCEPTION AND AWARENESS OF TOURISM STUDENTS OF

ISABELA STATE UNIVERSITY

Tourism Research

Presented to

Ms. Pamela R. Baluyut

Subject Professor/Instructor

College of Business, Accountancy and Public Administration

ISABELA STATE UNIVERSITY
Echague, Isabela

In partial fulfillment
Of the requirements for the Course
TM 326

Submitted by:
Angelica G. Calimlim
Tricia Monica O. Colorado
Daine Gessel G. Molina
Renerose S. Pinto
Glorialyn Saet
Ashlie Uvinia

2021
 Republic of the Philippines
ISABELA STATE UNIVERSITY
Echague, Isabela

COLLEGE OF BUSINESS, ACCOUNTANCY & PUBLIC ADMINISTRATION

APPROVAL SHEET

The Tourism Research attached hereto entitled “DARK TOURISM: PERCEPTION

AND AWARENESS OF TOURISM STUDENTS OF ISABELA STATE UNIVERSITY ”

presented and submitted by Angelica Calimlim, Tricia Monica Colorado, Daine Gessel Molina,

Renerose Pinto, Glorialyn Saet and Ashie Uvinia in partial fulfillment of the requirement in TM

326 Tourism Research 1 is hereby approved.

Pamela R. Baluyut
Subject Professor
Date:_________________________

Noted:

 ARLENE REMIGIO                                 JOAN T. RUIZ

Program Chair College Dean

Date:______________________ Date:______________________
 ACKNOWLEDGMENT

First and foremost, praises and thanks to God, the Almighty, for his showers of blessings

throughout our research work.

We would like to express our deep and sincere gratitude to our research teacher Ms. Pamela R.

Baluyut for guiding and teaching us in our research.

To our parents and friends for supporting the researchers for their patient encouragement aided

the writing of this thesis.

And to all tourism students for allowing the researchers in surveying.

THE
RESEARCHERS
 DEDICATION

This research paper

Is dedicated to our family

For their unending support and

To the college teachers of CBAPA Main

Who help us to write this thesis

And for inspiring us

In pursuing our dreams in life

THE RESEARCHERS
 TABLE OF CONTENTS
Page

TITLE PAGE……………………………………………………………………. i

APPROVAL SHEET……………………………………………………………. ii

ACKNOWLEDGMENT………………………………………………………… iii

DEDICATION…………………………………………………………………… iv

TABLE OF CONTENTS………………………………………………………... v

LIST OF TABLES………………………………………………………………. vii

LIST OF FIGURES…………………………………………………………….. viii

ABSTRACT……………………………………………………………………… ix

CHAPTER

I. THE PROBLEM AND ITS BACKGROUND

Introduction……………………………………………………….. 1

Statement of the Problem………………………………………….

Objectives of the Study……………………………………………

Scope and Delimitation……………………………………………

Definition of Terms……………………………………………….

II. REVIEW OF RELATED LITERATURE AND STUDIES

Aaaaaaaaaaaaa…………………………………………………….

…………………………………………………….
 …………………………………………………….

…………………………………………………….

Conceptual Framework of the Study……..………………………

III. RSEARCH METHODOLOGY

Research Design………………………………………………….

Respondents and Sampling Procedure…………………………..

Data Gathering Instrument……………………………………….

Data Gathering Procedure……………………………………….

Data Analysis……………………………………………………

Statistical Treatment…………………………………………….

IV. PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA

Profile of the Respondents……………………………………….

V. SUMMARY, CONCLUSION AND RECOMMENDATION

Summary……………………………………………………………

Conclusion………………………………………………………….

Recommendation…………………………………………………..

Bibliography………………………………………………………

APPENDICES
Survey Questionnaires

Request Letter to Conduct Study

Certification of English Critic

Curriculum Vitae
 LIST OF TABLES

TABLE PAGE

1 Frequency and Percentage Distribution of Respondents

According to Age, Gender and Educational Attainment………………

3
 LIST OF FIGURES

FIGURE PAGE

1 Conceptual Framework of the Study…………………………………..

 CHAPTER I

BACKGROUND OF THE STUDY

Introduction

First, some definitions of this new tourist product known as "Dark Tourism" will be

provided. Furthermore, its origins and evolution over time will be investigated further. Second,

Morrison (2012)'s "10 Attributes of Successful Tourist Destinations" theory will be applied to

determine whether the selected geographic area can be considered a tourist destination with

sufficient capabilities and resources to develop dark tourism products. Following that,

understanding Dark Tourism as a potential product born from the obsolescence of overused

touristic products and experiences will be critical in order to fully comprehend its rise as well as

its increasing demand within the Tourism Industry Butler, 1980; Puertas, 2008 (cited by Zaccaria

and Romero 2019).

Dark tourism refers to travel that involves visiting places associated with death, suffering,

grief, or disaster and is sometimes most simply defined as a kind of tourism that highlights

places associated with death and tragedy thought the terms may sound intimidating, dark tourism

is common among travelers. 

Rojek (2000) is probably the earliest scholar that coined the term “dark tourism or then

tourism” which describes any form of tourism activities revolving around a destination that

involves a notable death site. 

Dann and Seaton (2003) offered a broader definition of dark tourism to include visits to

destinations associated with catastrophe, violence, tragedy, and punishment. The term dark

tourism or then tourism is first mentioned in the academic field but before this MacCannell
(2002) proposed a similar concept of negative sightseeing that describes visitation to sites with a

negative past. Blom (2000), on the other hand, mentioned the term “morbid tourism” referring to

tourism activity prompted by an abnormal and unhealthy interest to visit a place with a

disturbing and unpleasant theme, especially death and disease. Black tourism and grief tourism

were also used to describe similar tourism. 

“The term dark tourism was coined by Foley and Lennon (1996) to describe the attraction

of visitors to tourism sites associated with death, disaster, and depravity. Other notable

definitions of dark tourism include the act of travel to sites associated with death, suffering, and

the seemingly macabre (Stone, 2006), and visitations to places where tragedies or historically

noteworthy death has occurred and that continue to impact our lives (Tarlow, 2005). Scholars

have further developed and applied alternative terminology in dealing with such travel and

visitation, including than a tourism (Seaton, 1996), black spot tourism (Rojek, 1993), atrocity

heritage tourism (Tunbridge & Ashworth, 1996), and morbid tourism (Blom, 2000). In a context

similar to ‘dark tourism’, terms like ‘macabre tourism’, ‘tourism of mourning’, and ‘dark

heritage tourism’ are also in use. Among these terms, dark tourism remains the most widely

applied in academic research (Sharpley, 2009)”.

Lewis, Schrier, and Xu (2022) conducted a study entitled Dark tourism: motivations and

visit intentions of tourists. Results of this study indicate that tourists are curious, interested, and

intrigued by dark experiences with paranormal activity, resulting in travel choices made for

themselves based on personal beliefs and preferences, with minimal outside influence from

others. It was determined that dark experience was the most influential of the dark tourism

constructs tested concerning attitudes and subjective norms.

 Chang (2017) investigated also the causal relationships between tourists’ perception of

dark tourism and its impact on their emotional experience and geopolitical knowledge. The result

indicates that tourists who visited a dark tourist site are capable to develop positive emotions and

a strong geopolitical disposition. They are also more likely to develop empathy. Dark tourism is

therefore a wonderful tool for education.

Cornell (2019) conducted a study on the Bright Side of Dark Tourism in Baguio City:

Understanding its Impact on the Stakeholders. The purpose of his study is to gather data on how

dark tourism sites, as a pull factor to tourists, have impacted Baguio City as a whole; including

the City, the people under its governance, and its out-turn on the lives of the residents.

Researchers have yet to investigate how to deal with the growing number of tourists visiting the

locality and apprehend the variables stated in this research. Based on the findings, residents

perceived that beneath the dark tourism in Baguio city is highly beneficial. It also concludes that

Baguio city residents experience positive outcomes from tourism.

Moreover, the researchers aim to determine the perception and awareness among tourism

students toward Dark Tourism. The findings and results of this study is to have significance in

society by determining the knowledge and familiarity regarding Dark Tourism. This study wi;;

also help to determine if there is a significant relationship between the student’s perception and

awareness of dark Tourism.

Statement of the Problem 

The study will be conducted to determine the perception and awareness of tourism

students of the Isabela State University of Dark Tourism.

Specifically, the researchers aim to answer the following questions:

1. What is the profile of the respondents in terms of:

a. age;

b. sex;

2. What is the level of perception and awareness of the participants to Dark Tourism in

terms of:

a. Awareness

b. Perception

3. Is there a significant difference in the level of perception and awareness of Dark Tourism

when grouped according to profile variable?

Objectives of the Study

The study will conduct to determine the perception and awareness of tourism students of Isabela

State University of Dark Tourism

Specifically, the researchers aim to:

1. Determine the profile of the participants in terms of:

a. age;
 b. sex; 

2. Investigate the level of perception and awareness of the participants towards Dark

Tourism in terms of:

a. Awareness

b. Perception

3. Determine if there is a significant difference in the level of perception and awareness of

participants towards Dark Tourism when grouped according to profile.

Significance of the Study

This study is worth beneficial to the following individuals: 

Department of Tourism. The results of this study can help the Department of Tourism

Management to help and discuss to students for their awareness and understanding Dark

Tourism. This will help them to support the different perception of tourism student towards Dark

Tourism.

Future Researcher. The findings of this study are considered the cornerstone for future

researchers to conduct the same study about the perception and awareness to Dark Tourism. The

result of this study also may help them to rediscover new ideas and information and help the

tourism students to value its significance in society Dark tourism may sound intimidating but it is

very worthy. 

Researchers.
Students. The outcome of this study will give huge learning to the students who never know

about Dark Tourism. It can help them to have little knowledge and information about Dark

Tourism.

Tourism Students. This study is beneficial to the tourism students for them to give and value to

Dark Tourism by leveling their perception and awareness to Dark Tourism. Thus, the result of

this study could be their basis on the basic principles to Dark Tourism.

Scope and Delimitation of the Study

The study will aim to determine the perception and awareness of tourism students of

Isabela State University to Dark Tourism. Where Dark tourism is defined as refers to travel that

involves visiting places associated with death, suffering, grief, or disaster. Thus, the study will

assess different perceptions of tourism students of Isabela State University Echague. Purposive

sampling will be employed in this study and a total number of Two-hundred (200) participants.   

Definition of Terms

For a better understanding of the study, the following terms are defined conceptually and

operationally.

Dark Tourism. Dark Tourism has been defined as tourism involving travel to places historically

associated with death and tragedy. This word refers to the general effect of the issues and

problems on Dark Tourism in the province of Isabela and how it affects travelers and the

community.
Perception. This term refers to the general ideas and emotions of the participants on Dark

Tourism.

Awareness. It is the knowledge or state of knowing something towards Dark tourism

Tourism. According to the United Nations World Tourism Organization (UNWTO), tourism

entails the movement of people to countries or places outside their usual environment for

personal or business/professional purposes.

 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter contains the Review of Related Literature and Studies, which the researcher

has pursued to shed under the topic under study.

Related Literature

According to the World Travel & Tourism! Council (WTTC) tourism is one of the

largest industries worldwide. The industry thrives and tourists are constantly looking for new

trends, exciting ways of travel, and different kinds of adrenaline rushes (Verma, 2013). Dark

tourism evolved to being one of the latest trends, although it has been practiced for years. As the

Tourism Society emphasizes the concept, the Field of dark tourism has grown into becoming a

thrilling and important topic for the tourism industry (Goeldner and Brent Ritchie, 2009).

According to Milman et.al (2014), tourism takes the form of the consumption of goods

and services and accordingly provides a direct and indirect impact on employment and

entrepreneurial opportunities. 

According to Rajashekar (2018), dark tourism is popular and widespread only since the 20th

century. This type of tourism is often selected by people who have a special interest and curiosity to know

what happened in the past. The concept of dark tourism was introduced by Lenon and M Foley. They

described it as “the attraction of visitors to tourism sites associated with recent & historic incidents of

death & disaster” It is well known that nature cannot be created, but still people are curious to experience

holocaust tourism, cold war, and iron curtain tourism, ivky tourism, black spot tourism, memorial tourism

and many more. This paper is an attempt to highlight some of the different types of dark tourist

destinations of the past in various parts of the world. Tourists should be courageous to plan this type of

tourism activity.
 “The term dark tourism was coined by Foley and Lennon (1996) to describe the attraction

of visitors to tourism sites associated with death, disaster, and depravity. Other notable

definitions of dark tourism include the act of travel to sites associated with death, suffering, and

the seemingly macabre (Stone, 2006), and visitations to places where tragedies or historically

noteworthy death has occurred and that continue to impact our lives (Tarlow, 2005). Scholars

have further developed and applied alternative terminology in dealing with such travel and

visitation, including than a tourism (Seaton, 1996), black spot tourism (Rojek, 1993), atrocity

heritage tourism (Tunbridge & Ashworth, 1996), and morbid tourism (Blom, 2000). In a context

similar to ‘dark tourism’, terms like ‘macabre tourism’, ‘tourism of mourning’, and ‘dark

heritage tourism’ are also in use. Among these terms, dark tourism remains the most widely

applied in academic research (Sharpley, 2009)”.

 “Dark tourism is a special type of tourism, which involves visits to tourist attractions and

destinations that are associated with death, suffering, disasters, and tragedies venues. Visiting

dark tourist destinations in the world is the phenomenon of the twenty-first century, but also has

a very long heritage. The number of visitors of war areas, scenes of accidents, tragedies,

disasters, places connected with ghosts, paranormal activities, witches and witch-hunt trials,

cursed places, is rising steeply”.

Dark tourism can serve a few purposes including political reasons, reminisce purposes,

educational purposes, economic development, to provide entertainment, or as a reminder of our

fragility and mortality (Stone 2012). It is also believed that through the dark tourism experience,

tourists can appreciate life more and feel empathy with victims. Dark tourism is a complex

phenomenon that has its own merits.

 Battlefield tourism is another form of dark tourism involving visiting places associated

with battlefields and/or participating in war enactment activities. A battlefield is a place of

convergence of collective traumatic memory. War museum uses language to present past

conflicts to tourists and helps to trigger emotional responses from individuals who haven’t been

through the war personally. People are often mesmerized by “death” and “disaster” because of

the emotional upheaval after the experience and curiosity about the unknown.

Disaster tourism or Dark tourism, though it is considered as not legal and ethical in terms

of business prospects is attracting the attention of both tourists and academic practitioners, as

well as the tourist, operates for various reasons. Traveling to and experiencing places associated

with death is not a new phenomenon. Dark tourism known as ‘Than a tourism’, especially in the

academic arena, is the tourism activities mainly in the heritage or historical sites with

controversies and other attractions and exhibitions of death, disaster, memorial sites, or the

seemingly macabre that was shadowed in the past.

Kuznik gave some main reasons why tourists or travelers visit dark tourism sites:  

1. Curiosity: “Many tourists are interested in the unusual and the unique, whether this is a

natural phenomenon (e.g. Niagara Falls), an artistic or historical structure (e.g. the

pyramids in Egypt), or spectacular events (e.g. a royal wedding). Importantly, the reasons

why tourists are attracted to dark tourism sites derive, at least in part, from the same

curiosity which motivates a visit to Niagara Falls. Visiting dark tourist sites is an out-of-

the-ordinary experience, and thus attractive for its uniqueness and as a means of

satisfying human curiosity. So the main reason is the experience of the unusual”.

2. Empathy: “One of the reasons for visiting dark tourism sites may be empathy, which is an

acceptable way of expressing a fascination with horror. In many respects, the

 interpretation of dark tourism sites can be difficult and sensitive, given the message of the

site as forwarded by exhibition curators can at times conflict with the understandings of

visitors”.

3. Horror: “Horror is regarded as one of the key reasons for visiting dark tourism sites, and

in particular, sites of atrocity…Relating atrocity as heritage at a site is thus as

entertaining as any media depiction of a story, and for precisely the same reasons and

with the same moral overtones. Such tourism products or examples are: Ghost Walks

around sites of execution or murder (Ghost Tour of Prague), Murder Trails found in

many cities like Jack the Ripper in London”.  

4. Education: “In much tourism literature it has been claimed that one of the main

motivations for travel is the gaining of knowledge and the quest for authentic

experiences. One of the core missions of cultural and heritage tourism in particular is to

provide educational opportunities to visitors through guided tours and interpretation.

Similarly, individual visits to dark tourism sites to gain knowledge, understanding, and

educational opportunities, continue to have intrinsic educational value…many dark

tourism attractions or sites are considered important destinations for school educational

field trips, achieving education through experiential learning”.

5. Remembrance: “Remembrance is a vital human activity connecting us to our past…

Remembrance helps people formulate an identity, allowing them to learn from past

mistakes, and to go forward with a clear vision of the future. In the context of dark

tourism, remembrance and memory are considered key elements in the importance of

sites”.
 Thompson (2010) stated, that ghost tours “hinge on humanity’s near-universal

fascination with the spirit world” (p. 79). Tour operators may sideline the real history and human

tragedy behind these sites in favor of thrilling tour experiences. It is important to explore how

managers of these sites interpret dark tourism, in general, and their sites in particular, to

understand how they strike a balance between ethics and running a commercially viable

operation.

Ghost tourism refers mainly to the desire to encounter ghosts, interest in the supernatural, and

visitation of places associated with the spirit world such as cemeteries, haunted houses, castles,

and historic towns. Blain, Hallam, and Cornish (2007) defined ghost tourism as “engagement

with places and other worlds…that range from the thrills of a ghost walk or a haunted house, to

potentially transformative experiences sought through journeying to pertinent graves”.

Foreign Study

           Avital, et al. (2011) explored the visitors’ benefits of experience in Dark Tourism

activities, including understanding and investing in the situation, knowledge enrichment, and

personal heritage experience.  

Kang, et al. (2012) pointed out the visitors’ benefits of experience, which include

learning, social connections, meaning, and achievement of an inner mission. 

Garcia (2012) conducted and explored the interpretative, managerial, and ethical issues

present in dark tourism, namely ghost tours. Accordingly, a comparative case study of ghost

tours in Edinburgh, Scotland, and Toledo, Spain, was conducted utilizing key informant

interviews and participant observation. Because the academic literature on ghost tours is rather

limited, this study presents unique findings concerning managerial perspectives on issues of
ethics, interpretation, and operations in ghost tours as a dark tourism activity. It also provides

observational evidence on these aspects through participant observation in ghost tours. The study

concludes with a note for possible future studies. 

Chang (2017) conducted a study on Tourists’ Perception of Dark Tourism and its Impact

on their Emotional Experience and Geopolitical Knowledge: A Comparative Study of Local and

Non-local tourists. He aims to understand the causal relationships between tourists’ perception of

dark tourism and its impact on their emotional experience and geopolitical knowledge. The result

indicates that tourists who visited a dark tourist site are capable to develop positive emotions and

a strong geopolitical disposition. They are also more likely to develop empathy. Dark tourism is

therefore a wonderful tool for education.

Raine (2013) studied dark tourists to burial sites and graveyards and found that their

primary motivations were to explore, make discoveries, and for education. These tourists only

visited for a pleasurable experience, and thus are usually emotionally detached and might not

engage with the site as a burial ground (Raine, 2013). In some cases, tourists may be visiting the

destination for purposes other than dark tourism interests (e.g., photography, education)

Farmaki (2013) investigated the motivations of tourists to dark heritage sites in Cyprus

and found that even though the concept of death was incorporated to enhance tourists'

experience, the dark tourism sites were primarily for educational and memorial purposes and

thus become places of commemoration, admiration, and learning (Farmaki, 2013). 

           Miller and Gonzalez (2013) completed a study on death tourism. Death tourism occurs

when individuals travel to a location to end their lives, often through a means of assisted medical

suicide. It was determined that this is still a taboo topic in some countries where it is not

legalized, however, it is gaining more publicity. It was determined that death tourism is typically
the result of one of four reasons; the primary reason death tourism is planned is because assisted

suicide is illegal in the traveler’s home country (Miller and Gonzalez, 2013).

Light (2017) published an article about progress in dark tourism and then tourism

research. He stated that local communities as stakeholders are not receiving proper attention.

Hence, the research presented how local communities are impacted, together with their response

becoming the focus of touristic interest concerning death and tragedy. He stated that local

communities are worried about presenting dark tourism sites in a relevant manner that balances

education and remembrance with the needs of visitors. He also emphasized in his article that

local communities may be spiteful about becoming the center of attention or may have their

plans about how a dark past is offered and illustrated to visitors.

Japan Travel News (2015) reported an article about dark tourism sites in Japan which

are slowly gaining industry attention. There are many places in Japan considered dark tourism

sites caused by incidents such as World Wars I and II, plus since the country is a natural disaster-

prone thus, selected places of the said events are usually classified as dark tourism sites. These

places have witnessed an increasing trend where visitors see less conventional sites to gain a

different insight into Japan's history. Japan and natural disasters have already been there for so

long.

In 2014, Wright's study about residents' perceptions of dark tourism development in

L'Aquila, Italy, revealed the existing range of emotional reactions toward `dark' tourists among

the local community. During the initial period following the disaster, tourists were frequently

seen as frustrated and annoyed, and based on many interviews, residents expressed their

displeasure towards tourists who were coming, taking photos, and showing disrespect to them.
 In 2014, Rabontu and Vasile published Dark Tourism: New Form of Tourism in

Romania. They made an elaboration about the dark tourism sites in Romania. They noted that

dark tourism may be the perfect choice to create a mature and solid tourism brand. It would be

able to properly promote and preserve the true historical origins of the country with concrete

places and facts about their past while enabling it to keep up with current trends evolving on the

world's tourism scene. 

Local Study

In 2013, Uysal et al. proposed a model about the relationship among three constructs

which are the perception of the impacts of tourism on life domain satisfaction, the effects of

satisfaction with life domain on the overall quality of life, and the moderating effects of

stakeholder types on the relationship between perception of the impacts of tourism in life

domains and satisfaction with life domains. They developed and tested the constructs. The

constructs were perception of the impacts of tourism in the material domain of life, satisfaction

with the domain of non-material life, and overall quality of life. The findings of their study

indicated a negative relationship between the perception of the impact of tourism in the material

life domain and material life satisfaction.

In 2016, Javier conducted research about an ethnographic evaluation of residents'

perceptions of tourism in the preliminary phase. She cited Gursoy, Chi, and Dyer (2009) about

the understanding and recognition of residents' attitudes and perceptions towards tourism, which

is fundamental to the accomplishment and sustainability of any tourism development. Many

studies have examined the residents' perceptions and attitudes as well factors that selected

community members' attitudes and perceptions. She emphasized that locals tend to have positive

outcomes because they view tourism as an economic development tool. Some tourism scholars

have stressed the importance of understanding residents' opinions towards tourism and the

factors that influenced their reactions.

Magar et.al (2021) conducted a study entitled Dark tourism segmentation by tourists'

motivations for visiting earthquake sites in Nepal: implications for dark tourism. This study

explores visitors' experiences, post-visit attitudes, and benefits of dark tourism destinations. The

study results indicate that motivations for visiting dark tourism sites significantly affect tourists’

experiences and positive post-visit intentions and are mainly related to tourists’ demographic

characteristics (e.g., nationality and traveling pattern). The findings advance our understanding

and insights on tourists’ motivations for visiting dark tourism sites, enabling organizers and

marketers to better manage and develop attractive dark tourism destinations.

Biran (2013) introduced dark tourism in a new way, namely on a demand side, supply,

and intergraded demand-and-supply side perspective. The research presents tourist experiences

at dark spots, management of dark spots, ethical issues in profit-making, and the contributions of

indigenous people in site management. Their findings show that the contemplation of morality of

daily lives, in different ways as well as tourism praxis. The authors recognized dark tourism as

both an individual experience and a complex socio-cultural phenomenon. 

Conceptual Framework 

This study will conduct to determine the participant’s perception and awareness to Dark

Tourism.  Thus, the study follows the conceptual framework which is the input consist of the

participant’s profile which the will investigate if there is significant relationship on the
perception and awareness of tourism students towards Dark Tourism which is revealed in the

output. Lastly, the process of the study will administering the structured questionnaire. 
 Input                 Process   Output

  

Profile of the
The researches will
Participants
administer the Propose Info
Perception and survey Graphic materials
awareness of the Questionnaire via thru Facebook page
participants paper Questionnaire
                                                       

Feedback

Figure 1 shows the Conceptual Framework of the study. The input is the profile of the
students according to age. The research process includes administering the survey
Questionnaire via paper Questionnaire, tabulation of students’ responses, statistical analysis
of the data, and interpretation. The output is to propose infographic materials thru the
Facebook page.

Hypothesis of the Study 

1. There is no significant differences on the perception and awareness of participants to Dark

Tourism when grouped according profile. 

 CHAPTER III

RESEARCH METHODOLOGY

This chapter discusses the research design, locale of the study, research instrument,

respondents of the study, data gathering procedure, and statistical treatment of data. 

Research Design

      The researchers will utilize a Descriptive type of research design as it’s the main tool for

gathering data, to describe the profile and determine the participant’s perception and awareness

to Dark Tourism.

Respondents of the Study

      The study will be conducted at Isabela State University. The respondents of the study are the

Tourism Management Students of Isabela State University-Echague and a total number of sixty

(60) participants were chosen purposively according to Slovins formula. 

Data Gathering Instrument

      The researchers will utilize a structured paper questionnaire as the main research instrument

of the study. The questionnaire consists of two parts, Part I includes the profile of the

respondents in terms of age and sex. Part II contains the respondent’s perception and awareness

level to Dark Tourism. To determine the level of the perception and awareness of the

respondents, the actual description scores of the respondents will be categorized using the 4-

Point-Likert Scale as described below. 

 Descriptive Rating                                         Frequency

Strongly Agree 4

Agree 3

Disagree 2

Strongly Disagree 1

After the adviser approved the questions to be ask, the questionnaire is distributed to the

participants for pilot testing.

The survey questionnaire was alter based on the recommendations of participants in pilot

testing. The data gathered from pilot testing were collected and analyzed according to the

answers given by the participants. Using Cronbach's Alpha as an analysis to Reliability test and

using Lawshe Method to established Content Validity Test to survey questionnaire from

pilot testing

Data Gathering Procedure

           The researcher will gather data through different stages:

1. First, the researchers will construct a structured survey questionnaire as the main

instrument to assess the perception and awareness of the participants to the said study.

2. Second, the researcher will ask for expertise to validate the consistency and reliability of

data collected thru constructed survey questionnaire.

3. Third, after validation of the survey questionnaire, the researcher will ask permission

from the Dean of the College of Tourism Management to conduct the study. 

4. Fourth, after the permit approval. The researchers will administer the survey

questionnaire through paper questionnaire.

 5. Fifth, the researchers will explain the purpose of the study, administer and retrieve the

questionnaire and analyze using Statistical Tools for Social Sciences (SPSS). 

Statistical Treatment of Data

       The collected data will process using the Statistical Package for Social Sciences (SPSS).

1. Mean, Frequency, and percentage distribution will use to analyze the profile and the

respondent’s level of perception and awareness to Dark Tourism. 

2. F- test will employ also to determine the significant difference in the perception and

awareness of participants when grouped according to profile. 

3. Pearson- r and Chi-square will utilize to identify the relationship between the

respondent’s perception and the respondent’s profile. 

 CHAPTER IV

RESULT AND DISCUSSION

This chapter contains and addresses detailed presentation, interpretation and discussion of

data analysis of gathered data in their descriptive and tabulated form to contextualize the

research topic.

Table 1. Frequency and percentage distribution of respondents according their sex and
Age.
Variables Frequency (n=60) Percent
Sex
Male 23 38.33
Female 37 61.67

Age
17 – 19 Years Old 16 26.70
20 – 22 Years Old 44 73.30

As shown in table 1, in relation to the profile of the respondents, majority are

female with a frequency of 37 or a percentage of 61.67 while their male counterparts got

a frequency of 23 or a percentage of 38.33, implying that there are more female

respondents of the study as evidenced by almost being twice the number of their gender

counterparts.

In relation to the respondents age, majority are in the 20 to 22 years old bracket

with a frequency of 44 or a percentage of 73.30, while those in the age bracket of 17 to

19 years olds got a frequency of 16 or a percentage of 26.70. It thus can be gleaned that

majority of the respondents are in the early stages of adulthood and thus could have

travelled and visited more tourist attraction compared to their younger counterparts.
 Table 2. Level of Perception and Awareness of the Respondents towards Dark Tourism
Mean Qualitative
Description
AWARENESS
I know dark tourism is an unrecognized tourist 2.68 Agree
destination.
I know what dark tourism is. 1.65 Strongly Disagree
I know how to identify dark tourism sites. 1.53 Strongly Disagree
I know that there are dark tourism sites found in 1.82 Disagree
the Philippines.
I know dark tourism from social media or 1.77 Disagree
acquaintances.
I know the dark tourism is a good place to visit. 1.62 Strongly Disagree
I know that dark tourism is a safe place to visit. 1.53 Strongly Disagree
Weighted Mean 1.80 Disagree
PERCEPTION
Dark tourism involves visiting places associated 1.98 Disagree
with death, suffering, grief, or disaster.
Dark tourism is related to history. 1.73 Strongly Disagree
Dark tourism can be used for educational 1.87 Disagree
purposes.
Dark tourism is about tragic events incident in a 1.73 Strongly Disagree
place.
Dark tourism is a legal term of business prospect. 1.70 Strongly Disagree
Dark tourism has significance in society by 1.98 Disagree
determining the knowledge and familiarity.
Weighted Mean 1.83 Disagree

As shown in table 2 in relation to the level of perception and awareness of the

respondents towards dark tourism in relation to the respondents’ awareness majority answered

disagree. Majority of the respondents know that dark tourism is an unrecognized tourist

destination with a mean of 2.68 or an interpretation of “Agree”. Most of them know that there

are dark tourism sites found in the Philippines with a mean of 1.82 or an interpretation of

“Disagree”. Knowing how to identify dark tourism sites and knowing that dark tourism sites are

safe places to visit got the lowest mean of 1.53 both and each is interpreted as “Strongly

Disagree”.
 In relation to the perception of the respondents towards dark tourism, weighted mean of

1.83 or an interpretation of “Disagree” was garnered. Perceiving dark tourism involves visit to

places associated with death, suffering, grief or disasters and dark tourism has significance in

society by determining the knowledge and familiarity both garnered the highest means of 1.98

both or each interpreted as “Disagree”. Dark tourism being a legal term of business prospect got

the lowest mean of 1.70 or interpreted as “Strongly Disagree”.

Thus, it can be gleaned that most of the respondents disagree that they are aware on the

concept of Dark Tourism here in the Philippines as mentioned on the research of Ashworth &

Isaac (2015) stating that the concept of dark tourism and thantourism has created an opportunity

for tourism researchers to explore new issues and push the boundaries of tourism research in new

directions. Over the past decade dark tourism (and, to a lesser extent, thanatourism) have become

established as mainstream research topics within tourism studies/tourism management, and are

the focus of vigorous debate and critique.

Table 3. Difference in the Level of Perception and Awareness of the Respondents towards Dark
Tourism when Grouped According to Sex

Group Means t- Qualitative

p-value
Male Female value Description
AWARENESS
I know dark tourism is 2.57 2.67 0.40 0.69ns No Significant
unrecognized tourist destination. Difference
I know what dark tourism is. 1.65 1.67 0.07 0.95ns No Significant
Difference
I know how to identify dark 1.43 1.52 0.43 0.67ns No Significant
tourism sites. Difference
I know that there are dark tourism 1.74 1.78 0.20 0.85ns No Significant
sites found in the Philippines. Difference
I know dark tourism from social 1.65 1.78 0.50 0.62ns No Significant
media or acquaintances. Difference
I know the dark tourism is a good 1.57 1.70 0.77 0.45ns No Significant
place to visit. Difference
I know that dark tourism is a safe 1.52 1.59 0.37 0.72ns No Significant
place to visit. Difference

PERCEPTION
Dark tourism involves visiting 2.13 1.81 1.31 0.20ns No Significant
places associated with death, Difference
suffering, grief, or disaster.
Dark tourism is related to history. 1.78 1.67 0.46 0.65ns No Significant
Difference
Dark tourism can be used for 1.87 1.93 0.28 0.78ns No Significant
educational purposes. Difference
Dark tourism is about tragic events 1.83 1.63 0.68 0.50ns No Significant
incident in a place. Difference
Dark tourism is a legal term of 1.74 1.74 0.01 0.99 ns No Significant
business prospect. Difference
Dark tourism has significance in 2.04 2.07 0.13 0.90 ns No Significant
society by determining the Difference
knowledge and familiarity.
*p-value with “ns” means the difference is not significant. This implies that, regardless of
sex, the respondents’ level of awareness and perception towards dark tourism is the same.

As seen in table 3 in relation to difference in the level of perception and awareness of the

respondents towards Dark Tourism when grouped according to their gender it shows that

regardless of their sex, their level of awareness and perception towards dark tourism are parallel
to each other. From Lennon and Foley (1999) investigation on how dark event impacts on

visitors’ perception of their trip to a dark destination. Seaton (1999) tried to determine the innate

desire, motivation, and benefit sought of visitors of destination associated with death. Blom

(2000) categorized two types of morbid tourism. One is when people attracted by event with

sudden and violent death, such as the September 11 terrorist attacks (Stone 2006). The other type

is prompt by human’s curiosity and visit places with haunted history. Any form of dark event

continues to possess emotional impact on people and may include social and political aftermath

as studied by Tarlow (2005).

This implies that awareness and perception towards Dark tourism is not significant to the

gender of the visitor. That dark tourism may appeal not on the sex of the individual but on the

emotional connection, safety, understanding that these sites are unrecognized tourism

destinations and understand that the places they are visiting are associated with death, suffering,

grief or disaster.
Table 4. Difference in the Level of Perception and Awareness of the Respondents
towards Dark Tourism when Grouped According to Age
Group Means Qualitative
t-
17- 20-22 p-value Description
value
19
AWARENESS
I know dark tourism is unrecognized 2.38 2.80 1.71 0.09ns No
tourist destination. Significant
Difference
I know what dark tourism is. 1.56 1.68 0.57 0.57ns No
Significant
Difference
I know how to identify dark tourism 1.31 1.61 1.54 0.13ns No
sites. Significant
Difference
I know that there are dark tourism 1.94 1.77 0.78 0.44ns No
sites found in the Philippines. Significant
Difference
I know dark tourism from social 2.00 1.68 1.23 0.22ns No
media or acquaintances. Significant
Difference
I know the dark tourism is a good 1.75 1.57 0.97 0.33ns No
place to visit. Significant
Difference
I know that dark tourism is a safe 1.50 1.55 0.23 0.82ns No
place to visit. Significant
Difference

PERCEPTION
Dark tourism involves visiting places 2.06 1.95 0.45 0.65ns No
associated with death, suffering, Significant
Difference
grief, or disaster.
Dark tourism is related to history. 1.94 1.66 1.06 0.29ns No
Significant
Difference
Dark tourism can be used for 2.00 1.82 0.92 0.36ns No
educational purposes. Significant
Difference
Dark tourism is about tragic events 2.06 1.61 1.60 0.11ns No
incident in a place. Significant
Difference
Dark tourism is a legal term of 1.56 1.75 0.92 0.36ns No
business prospect. Significant
Difference
Dark tourism has significance in 1.88 2.02 0.64 0.53ns No
society by determining the Significant
Difference
knowledge and familiarity.
*p-value with “ns” means the difference is not significant. This implies that, regardless of
age, the respondents’ level of awareness and perception towards dark tourism is the same.
 As seen in table 4 in relation to difference in the level of perception and awareness of the

respondents towards Dark Tourism when grouped according to their age it shows that regardless

of their age bracket, their level of awareness and perception towards dark tourism are almost

identical. Basing from the study of Li-Hui Chang (2017) its first interest to understand whether

there are any behavioral and perceptual differences to the dark tourism destination between the

people of three different places−Kinmen, Taiwan, and China. Using ANOVA to calculate the F

values of the three constructs namely perception of dark tourism, emotional experience, and

geopolitical knowledge yield statistically significant differences between respondents from three

different places. The F values were 1.002(p>0.05), 2.755(p>0.05), 6.980(p<0.001),

3.109(p<0.05), and 2.627(p>0.05). Therefore, this study is able to conclude that people from

different places do respond differently to the experiences offered by Kinmen as a battlefield

tourism destination.

It is therefore gleaned that although the respondents were grouped according to their age

brackets there are no significant difference on their perception of dark tourism that both the age

groups perceived dark tourism the same way and somewhat their level of awareness are also the

same though their age difference belong to two different stages namely late adolescence and

young adults.
 Table 5. Relationship between the Level of Perception and Awareness of the
Respondents towards Dark Tourism and their Profile
SEX AGE Qualitative
X2 p- r- p- Description
value value value
AWARENESS
I know dark tourism is 4.50 0.21ns 0.22 0.09ns No Significant
unrecognized tourist destination. Relationship
I know what dark tourism is. 3.49 0.89ns 0.06 0.57ns No Significant
Relationship
I know how to identify dark tourism 6.02 0.18ns 0.20 0.13ns No Significant
sites. Relationship
I know that there are dark tourism 6.16 0.25ns -0.10 0.44ns No Significant
sites found in the Philippines. Relationship
I know dark tourism from social 3.40 0.31ns -0.16 0.22ns No Significant
media or acquaintances. Relationship
I know the dark tourism is a good 5.06 0.99ns -0.13 0.34ns No Significant
place to visit. Relationship
I know that dark tourism is a safe 3.11 0.77ns 0.03 0.82ns No Significant
place to visit. Relationship

PERCEPTION
Dark tourism involves visiting 8.58 0.62ns -0.06 0.65ns No Significant
places associated with death, Relationship
suffering, grief, or disaster.
Dark tourism is related to history. 2.94 0.93ns -0.14 0.29ns No Significant
Relationship
Dark tourism can be used for 3.37 0.64ns -0.12 0.36ns No Significant
educational purposes. Relationship
Dark tourism is about tragic events 7.26 0.78ns -0.21 0.11ns No Significant
incident in a place. Relationship
Dark tourism is a legal term of 3.21 0.45ns 0.12 0.36ns No Significant
business prospect. Relationship
Dark tourism has significance in 8.93 0.23ns 0.08 0.53ns No Significant
society by determining the Relationship
knowledge and familiarity.
* p-value with “ns” means the relationship is not significant. That is, the perception and
level of awareness of the respondents towards dark tourism is not statistically associated
with their sex, nor their age.

As seen in table 4 in relation to the relationship between the level of perception and

awareness of the respondents towards Dark Tourism when grouped according to their profile
variables shows that regardless of their sex and age bracket, their level of awareness and

perception towards dark tourism shows no significant relationship.

Contrary to what is mentioned from Li-Hui Changs (2017) study, results indicated that

some moderating effect of sociodemographic variables. For example, respondents who have

visited other dark tourism site are less likely to have positive emotional experience even if they

are aware of Kinemen’s characteristic as battlefield. This may suggest that individual with a lot

of dark tourism experiences is more difficult to impress. They may compare the place with some

of their past visitations. If they have visited other places with darker history, they may rate

Kinmen less exciting. Education is also an important moderating factor. Individual with higher

level of education is more likely to have positive emotional experience when visits Kinmen as

battlefield tourism spot. Educated individual is more inquisitive and more likely to wants to seek

out the truth, which again is a major motivation of dark tourist.

It implies that from present study that there are no significant relationship between how

aware are the respondents, and how they perceive dark tourism although they are grouped

according to their sex, and age bracket.

.
 SURVEY QUESTIONNAIRE
DARK TOURISM: PERCEPTION AND AWARENESS OF TOURISM STUDENTS OF
ISABELA STATE UNIVERSITY

To the participants of the study, you are earnestly requested to answer the following
questions honestly and objectively. Your answers will assist the researchers in assessing the Dark
Tourism: Perception and Awareness of Tourism Students of Isabela State University. Rest
assured that your answers will kept confidential. Thank you for your consideration.
To the participants, this questionnaire aims to assess the Dark Tourism: Perception and
Awareness of Tourism Students of Isabela State University. Please indicate your answer by
putting check (√ ) on the corresponding check box.
I. Participant’s Profile
Age Sex
17-19 ____ Male ____
19-21 ____ Female ___
22 above ____

II. Awareness and perception of tourism students on dark tourism.

Direction: Please indicate your answer by putting check (√ ) on the corresponding check box. Put
check on 4 if you are strongly agree, 3 if you are agree, 2 if you are disagree and 1 if you
strongly disagree to the statement below.
4- Strongly Agree 3- Agree 2- Disagree 1- Strongly Disagree

Awareness 4 3 2 1
I know dark tourism is unrecognized tourist destination
I know what dark tourism is
I know how to identify dark tourism sites
I know that there are dark tourism sites found in the Philippines
I know dark tourism from social media or acquaintances
I know that dark tourism is a good place to visit
I know that dark tourism is a safe place to visit
Perception 4 3 2 1
Dark tourism involves visiting places associated with death, suffering, grief, or
disaster.
Dark tourism is related to history
Dark tourism can be used for educational purposes
Dark tourism is about tragic events incident in a place
Dark tourism is a legal in terms of business prospect
Dark tourism has significance in society by determining the knowledge and
familiarity