Travel Motivations of Tourists with a Preference for Dark Tourism

Abstract

The purposes of this research were: 1) to study the travel motivation of tourists who are popular with tragedy in Kanchanaburi and 2) to create a tragic tourism development approach in Kanchanaburi. The research was conducted using qualitative research methods, with a case study pattern including in-depth interviews and observations. The main informants were Thai tourists from Generation Y who traveled to tragic tourist attractions in Kanchanaburi province. A total of 15 people were interviewed across three locations: the Bridge over the River Kwai, the Death Railway (Krasae Cave), and the Don Rak Allied Military Cemetery. Six entrepreneurs in tourist attractions were also interviewed for a more comprehensive understanding. The results found that tourists are motivated by four types of stimuli: physical health and mental state (e.g., seeking peace, life recharging, remembrance), cultural stimuli (e.g., learning about local culture, honoring ancestors), interpersonal stimuli (e.g., word-of-mouth, social media influence), and socio-economic stimuli (e.g., reputation, convenience, cost-effectiveness). These findings provide insights for developing effective marketing strategies and policies for dark tourism in Thailand.