Abstract
AbstractIn this paper, we examine the role of marketing strategies of tourism providers in inducing risk‐taking behaviour deriving lessons from theoretical foundations of ‘fear appeal’ and ‘protection‐motivation’ and the stimulus–organism–response framework. We engage with their meaning‐generating identity narratives that play an indispensable role in sustaining and enhancing the market appeal of dark tourism experiences, places and products. Our findings demonstrate how providers use information‐based and emotions‐focused strategies to induce visitors to engage in different degrees of risk‐taking activities.
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