The paradox of attraction: unveiling the dynamics of tourist motivation and impact perception at a dark heritage site through mixed-method approach

Abstract

Purpose The purpose of this study is to examine the relationships between tourists’ motivations, perception of tourism impacts, place attachment (PA) and loyalty toward Jallianwala Bagh, a dark heritage site in Punjab, India. Design/methodology/approach A mixed-method approach comprising qualitative and quantitative methods was used. Semi-structured interviews and the Delphi method helped generate a 34-item survey instrument. A sample size of 869 respondents was obtained, split into two subsets for exploratory factor analysis and confirmatory factor analysis. Findings Seven out of nine hypotheses were supported. Motivated tourists perceived higher positive tourism impacts but lower negative tourism impacts. Higher perceptions of positive tourism impacts increased both PA and loyalty to the destination. Surprisingly, the perception of negative tourism impacts did not significantly affect tourist loyalty, contrary to some previous research. Practical implications This study informs stakeholders about tourists’ cognitive and affective responses at a dark tourism site, aiding in the planning and development of sustainable tourism strategies. Social implications By understanding the tourists’ motivations and perceptions, stakeholders can manage tourism impacts more effectively, ensuring that tourists’ experiences align with sustainable practices. Originality/value This study enriches the understanding of the tourists’ complex interactions with dark heritage sites. It introduces a new angle by examining how motivations, PA and perceptions of tourism impacts influence tourist loyalty, especially in the context of dark tourism.