Tourists’ preferences for attributes and services in battlefield dark tourism itineraries

Abstract

ABSTRACT Despite a substantial dark tourism research body, attributes and preferences related to battlefield tourism remain limited. Battlefield tourism requires meticulous planning of attributes and services in tour itineraries, a pivotal element in tour success. This study used scenario-based questionnaires for tourists’ choice decisions, collecting 386 valid responses via systematic sampling (99% response rate). Studies employing multinomial and mixed-logit models to account for tourist heterogeneity have found a preference among tourists for darker options in battlefield tourism – interpretive services, environmental authenticity, heritage exhibition, experience participation, souvenirs, and transportation. Noteworthily, two factors in the mixed-logit model – authentic environmental landscapes and customised merchandise – exhibited a high level of significance in enhancing utility levels. These findings underscore tourists’ preferences in the choice of scenarios, providing substantial recommendations for itinerary design and improvement. Ultimately, the outcomes of this study offer tangible guidance for the design of battlefield tourism experiences and enable relevant entities to better cater to tourists’ needs. Further research may explore the impacts of various factors on tourists’ choice behaviour to enhance the allure and competitiveness of battlefield tourism offerings.