Abstract
The purpose of this study are to identify dimensions comprising Darktourism storytelling, to find out which Darktourism storytelling factors induce visitors’ transportation, and to investigate the impact of visitors' transportation on customer citizenship behavior (i.e. cooperation and advocacy). This study conducted a survey targeting visitors to National Memorial Museum under Japanese Occupation in Busan and Seodaemun Prison History Hall in Seoul, Korea to empirically verify the conceptual model. The collected data with a total of 391 valid responses were analyzed by Structural Equation Modeling using SPSS 25.0 and AMOS 25.0 statistical programs. The analysis results are as follows. First, the Darktourism storytelling factors were found to be four factors: emotional storytelling, content storytelling, descriptive storytelling, and educational storytelling. Second, three factors of Darktourism storytelling (i.e. emotional, descriptive, and educational storytellings) influenced visitors' transportation positively. Third, visitors’ transportation was a leading variable that has a significant effect on customer citizenship behavior (i.e. cooperation and advocacy). Based on the results of the study, practitioners can create innovative strategies and scholars in Darktourism field can develop further research.
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