Chapter 18: Conceptual Multiplicity and Contradiction that Impede Dark Tourism Promotion

Dark tourism is a new coinage rooted in the perception of tourism activities at the sites or destinations connected to phenomena that bear varied, flexible, dynamic, diverse, and graded dark shades of life and civilization. It is now customary to subsume it within the sets of niche tourism. Some dark tourism sites attract visitors and generate sizable amounts of revenue, yet most of the world does not register much demand compared to other niches. Accordingly, promotion pursuit turned crucial to draw the market’s attention, creating its competitively distinct position.

Indeed, inherent issues, such as conceptual multiplicity within nature, aspect, attribute, and product paradigm, turn dark tourism into a complex phenomenon and put a challenge toward creating its distinct market position. Additionally, contradictions in semantic and functional significances, conflicts in framing morbid memory and authentic portrayal, variances in ethical, cultural and ideological interpretations, transition of liminal space identity, and diverse focuses in stakeholder engagement in imaging impede efforts to transform dark tourism attractions into a significant driver of tourism.

This chapter will locate and address the issues that challenge the marketability of dark attractions and dark tourism promotion more directly, with attention to the Indian context.