An exploratory multimodal discourse analysis of dark tourism websites: Communicating issues around contested sites

Abstract

Abstract Dark tourism is increasing in popularity world-wide. For many of these ventures, the tourist experience on offer provides an authentic link back to a site or heritage that is contested. Dark tourism ventures' websites are an important means to communicate with target markets. To date, there is little exant literature on how dark tourism websites are constructed so that the pre-experience tourist obtains information and shapes expectations, so that once on site an authentic experience is gained and the contested elements of the site and its heritage understood. This study evaluates 25 dark tourism websites from several countries, ranging from the darker offerings, such as holocaust museums and battlefields, to lighter options, such as ghost tours or curated museums or performances of the macabre. To do this, a multimodal discourse analysis approach is used. Findings reveal that dark tourism websites are a deep reservoir of multimodal meaning. Discussion debates the role of the website in creating engagement with the visitor pre-visit, thus increasing their motivation to visit, informing, shaping expectations and signaling behavior appropriate for the site. This is important particularly insofar as many of these sites offer little in the way of usual tourism structures and cues.