TOURISTS’ MOTIVATIONS FOR VISITING DARK TOURISM SITES. CASE OF ROMANIA

Nowadays, tourism plays an essential role in economic growth and development in many countries. Tourists have different travelling motivations and behavioural manifestations, helping tour operators decide suitable for them. Developing a dark tourism niche concept is a necessary step for correct use of it in theory and practice. Dark tourism is an important concept studied in the past twenty years in worldwide literature. This empirical paper aimed to determine the tourists’ motivations for travelling to Romania’s dark tourism destinations and establishing them. A quantitative research method was applied based on a survey using a non-probabilistic technique based on convenience sampling. Secondary, it was studied the relationship between motivational determinants and tourists’ attitude-behaviour in visiting dark tourism sites (Theory of Planned Behaviour, TPB). The survey conducted online was primarily made of 40 items evaluated on the Likert scale. It has been used a sample based on 475 Romanian respondents: 72.3% who had already visited a dark tourism destination in Romania, and 27.8% who stated they planned to visit one. The theoretical framework has analysed five constructs as motivational determinants in the relationships with behavioural construct attitude (TPB). The results show support for two of five research hypotheses (H1 and H4). Dark experience (H1) and Unique learning experience (H4) have a significant and positive effect on Attitude. We did not find any significant effect of Engaging entertainment, Casual interest, and Emotional recreation on Attitude. Hence, H2, H3 and H5 are not supported. Based on these results, the government can develop tourism economic and marketing policy to develop dark tourism as important post-communist niche tourism. The practitioners can develop and promote tourism packages and products by applying the correct use of dark tourism sense. The present scientific paper’s originality is given by the lack of literature review studies based on empirical research on this topic. Limits of the research and future research directions are also pointed out in the conclusion part.