Tourists’ Awareness and Perception on Dark Tourism in Malaysia

Zaity Akhtar Mukhtar, Fauzunnasirah Fazil, Shareenie Shera Abd Hamid, Siti Nadhirah Bani Ismail, Farzana Qistina Amir Hamzah and Fatin Izzati Zuraidi
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Zaity Akhtar Mukhtar: Department of Tourism, Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Malaysia
Fauzunnasirah Fazil: Department of Tourism, Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Malaysia
Shareenie Shera Abd Hamid: Department of Tourism, Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Malaysia
Siti Nadhirah Bani Ismail: Department of Tourism, Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Malaysia
Farzana Qistina Amir Hamzah: Department of Tourism, Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Malaysia
Fatin Izzati Zuraidi: Department of Tourism, Faculty of Hotel and Tourism Management, University Technology MARA (UiTM), Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 3, 3168-3176

Abstract: 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.

Date: 2025
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