Dual pathways of dark tourism's impact on tourists' happiness: The mediating role of mixed emotions

Abstract

This study explores how tourists experience both eudaimonic and hedonic happiness in dark tourism context through mediation of emotions, integrating broaden-and-build theory and terror management theory. Two quantitative studies collected online and onsite data from Chinese dark tourists. Study 1 (403 online responses) identified five emotional dimensions experienced within dark tourism: positive emotions (elation, aspiration, transcendence) and negative emotions (discontent, dread). Study 2 (309 onsite responses at a concentration camp) found that dark tourism reflection enhances hedonic happiness indirectly through elation, a present-focus positive emotion. Mortality salience directly and indirectly enhances eudaimonic happiness via discontent and dread. Mortality salience also contributes to hedonic happiness through the mediation of eudaimonic happiness. These findings deepen the understanding of emotional dynamics in dark tourism, offering practical insights for destination management and marketing strategies to foster both hedonic and eudaimonic happiness among dark tourists.