Are Tourists Motivated by Dark Experiences Beyond Leisure and Cultural Learning? The Case of the Walled City of the Philippines
Abstract
This study examines the main motivations of tourists visiting Intramuros as a dark tourism destination and identifies the factors influencing their travel decisions. Specifically, it seeks to determine what motivates visitors to explore the historical and tragic aspects of Intramuros. The study used a quantitative research design conducted in Intramuros, Manila. Respondents were selected tourists visiting the site, and data were collected through structured survey questionnaires. Statistical treatments such as frequency distribution, percentage, and mean scores were applied to analyze the data. Findings reveal that tourists are highly motivated by the desire to learn about history, particularly stories of war, colonialism, and national heroes. Emotional connection, curiosity about tragic events, and cultural appreciation were identified as the top motivating factors influencing visitation. The results show that Intramuros remains appealing because of its preserved historical structures combined with meaningful dark historical narratives. Overall, historical interest and educational value emerged as the strongest motivational drivers among visitors. The study highlights the importance of strengthening historical interpretation and storytelling to enhance visitor experience. Understanding tourism motivation in dark tourism destinations can help improve management strategies and promote sustainable cultural tourism development.
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Suhud, U., Allan, M., & Willson, G. (2021). Push and pull motivations in heritage tourism: A study of visitor intentions. Journal of Tourism, Hospitality & Culinary Arts, 13(2), 1–15. https://ro.ecu.edu.au/ecuworkspost2013/9310/
Wang, Y., Huang, S., & Kim, A. (2020). Perceived authenticity and its effect on heritage tourism motivation. Journal of Travel Research, 59(4), 623–637. https://www.researchgate.net/publication/289497320_Chinese_heritage_tourists_to_heritage_sites_what_are_the_effects_of_heritage_motivation_and_perceived_authenticity_on_satisfaction
Yoo, J., & Lee, T. (2021). Historical narratives as pull factors in heritage destination choice. Tourism Analysis, 26(4), 341–355. https://www.researchgate.net/publication/381428619_The_Relationship_Between_Culture_Geography_and_Tourism_Interconnected_and_Influential_Factors
Yoon, Y., & Shafer, C. (2020). Cultural memory and heritage site preservation: Tourist perceptions and motivations. Journal of Sustainable Tourism, 28(5), 742–758. https://www.researchgate.net/publication/271583987_Tourists_perceptions_of_World_Heritage_Site_and_its_designation
Bigley, J. D., Lee, C. K., Chon, J., & Yoon, Y. (2010). Motivations for war-related tourism: A case of DMZ visitors in Korea. Tourism Management, 31(3), 371–379. https://www.researchgate.net/publication/249000650_Motivations_for_War-related_Tourism_A_Case_of_DMZ_Visitors_in_Korea
Bloom, T. (2003). Morbid tourism: A postmodern market niche with an example from Althorp. Norwegian Journal of Geography, 57(1), 29–36. https://www.researchgate.net/publication/240537830_Morbid_tourism_-_a_postmodern_market_niche_with_an_example_from_Althorp
Chen, H., & Wu, J. (2025). Architectural preservation and destination attractiveness in heritage tourism. Tourism Planning & Development, 22(1), 55–72. https://www.mdpi.com/2071-1050/17/21/9619
De los Reyes, M. (2023). Authenticity and heritage preservation as predictors of revisit intention among domestic tourists. Philippine Journal of Tourism and Hospitality Studies, 10(2), 88–104. https://www.researchgate.net/publication/360952024_Research_on_the_Effect_of_Authenticity_on_Revisit_Intention_in_Heritage_Tourism
Dela Cruz, R., & Santos, P. (2024). Cultural immersion and authenticity as motivations of foreign tourists in Philippine heritage sites. Asian Journal of Tourism Research, 9(1), 34–49. https://www.researchpublish.com/upload/book/IDENTIFYING%20ATTRACTIONS-07072025-3.pdf
Duncan, T. (2017). Thanatourism and the commodification of death in contemporary travel. International Journal of Tourism Anthropology, 5(2), 115–129. https://www.sciencedirect.com/science/article/pii/S0261517717300092
Dunkley, R., Morgan, N., & Westwood, S. (2011). Visiting the trenches: Exploring meanings and motivations in battlefield tourism. Tourism Management, 32(4), 860–868. https://openresearch.surrey.ac.uk/esploro/outputs/journalArticle/Visiting-the-trenches-Exploring-meanings-and-motivations-in-battlefield-tourism/99515726202346
Gonzales, R., Mendoza, L., & Cruz, A. (2019). Pull factors influencing foreign tourists’ destination choice in Southeast Asia. Journal of Tourism Research and Hospitality, 8(4), 1–10. https://www.researchgate.net/publication/373266808_The_Factors_Influencing_Tourist_Decision-Making_on_Choosing_a_Cultural_Destination
Hwang, J., Lee, J., & Hyun, S. (2023). The influence of historical figures on heritage site attractiveness and tourist engagement. Journal of Travel & Tourism Marketing, 40(2), 210–225. https://www.researchgate.net/publication/372535759_Influencing_factors_on_the_intention_of_sharing_heritage_tourism_experience_in_social_media
Iliev, D. (2020). Consumption, motivation and experience in dark tourism: A conceptual and empirical review. Tourism Geographies, 22(3), 503–520. https://www.semanticscholar.org/paper/Consumption%2C-motivation-and-experience-in-dark-a-Iliev/93201ddd0dea873ee5161c37bd5b17d7e0dbb8e1
Jallorina, J., & Alarcon, M. (2022). Heritage attachment and revisit intention in Philippine cultural destinations. Journal of Philippine Tourism and Development, 5(1), 15–29. https://www.scirp.org/journal/paperinformation?paperid=121327
Lee, T. H., Jan, F. H., & Huang, G. W. (2020). The influence of heritage architecture and infrastructure on tourist satisfaction. Sustainability, 12(9), 1–15. https://www.researchgate.net/publication/346728207_Sustainability_of_Heritage_Tourism_A_Structural_Perspective_from_Cultural_Identity_and_Consumption_Intention
Lennon, J., & Foley, M. (2000). Dark tourism: The attraction of death and disaster. Continuum. https://www.researchgate.net/publication/238353655_Dark_tourism_the_attraction_of_death_and_disaster_by_John_Lennon_and_Malcolm_Foley_Continuum_London_and_New_York_2000_No_of_pages_184_Price_1599_0-8264-5064-4
Luo, J. (2022). Cultural identity and heritage tourism motivations in postcolonial destinations. Annals of Tourism Research, 93, 103–118. https://www.researchgate.net/publication/372930559_Exploring_the_Factors_Influencing_Heritage_Tourism_Development_A_Model_Development
Mitchell, R., Hartmann, R., & Stone, P. R. (2020). Defining dark tourism: Expanding boundaries and conceptual debates. Tourism Recreation Research, 45(2), 195–208. https://www.researchgate.net/publication/316473254_Progress_in_dark_tourism_and_thanatourism_research_An_uneasy_relationship_with_heritage_tourism
Prayag, G., Hosany, S., & Odeh, K. (2023). Destination image, tourist satisfaction, and loyalty: The moderating role of authenticity. Journal of Destination Marketing & Management, 27, 100742. https://www.researchgate.net/publication/285380308_Impact_of_Tourist_Perceptions_Destination_Image_and_Tourist_Satisfaction_on_Destination_Loyalty_A_Conceptual_Model
Ramirez, L. (2023). Authentic heritage experiences and international tourist motivation in Southeast Asia. International Journal of Culture, Tourism and Hospitality Research, 17(3), 421–437. https://www.researchgate.net/publication/393273519_Authenticity_and_Tourist_Motivation_Across_Cultural_Tourism_Experiences
Sharma, P., Nayak, J. K., & Taheri, B. (2018). Dark tourism: A review and research agenda. International Journal of Tourism Research, 20(3), 343–352. https://www.researchgate.net/publication/387209164_A_critical_review_of_dark_tourism_studies
Sharpley, R., & Stone, P. R. (2009). The darker side of travel: The theory and practice of dark tourism. Channel View Publications. https://www.researchgate.net/publication/285480407_The_Darker_Side_of_Travel_The_Theory_and_Practice_of_Dark_Tourism
Stone, P. R., & Sharpley, R. (2022). Consuming dark tourism: Reflection, remembrance and moral engagement. Annals of Tourism Research, 92, 103–115. https://www.researchgate.net/publication/222910671_Consuming_Dark_Tourism_A_Thanatological_Perspective
Suhud, U., Allan, M., & Willson, G. (2021). Push and pull motivations in heritage tourism: A study of visitor intentions. Journal of Tourism, Hospitality & Culinary Arts, 13(2), 1–15. https://ro.ecu.edu.au/ecuworkspost2013/9310/
Wang, Y., Huang, S., & Kim, A. (2020). Perceived authenticity and its effect on heritage tourism motivation. Journal of Travel Research, 59(4), 623–637. https://www.researchgate.net/publication/289497320_Chinese_heritage_tourists_to_heritage_sites_what_are_the_effects_of_heritage_motivation_and_perceived_authenticity_on_satisfaction
Yoo, J., & Lee, T. (2021). Historical narratives as pull factors in heritage destination choice. Tourism Analysis, 26(4), 341–355. https://www.researchgate.net/publication/381428619_The_Relationship_Between_Culture_Geography_and_Tourism_Interconnected_and_Influential_Factors
Yoon, Y., & Shafer, C. (2020). Cultural memory and heritage site preservation: Tourist perceptions and motivations. Journal of Sustainable Tourism, 28(5), 742–758. https://www.researchgate.net/publication/271583987_Tourists_perceptions_of_World_Heritage_Site_and_its_designation
Authors
Caculitan Encio, V., Empeño, C., & Totin Cleofe, R. (2026). Are Tourists Motivated by Dark Experiences Beyond Leisure and Cultural Learning? The Case of the Walled City of the Philippines. International Journal of Sustainable Competitiveness on Tourism, 5(01), 86–102. https://doi.org/10.34013/ijscot.v5i01.2544
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