Visiting Intention in Dark Tourism and Behavior

ROLE OF FEAR AND EMPATHY: TOURISTS’ VISITING INTENTION
AND BEHAVIOR IN DARK TOURISM SITES
DON HONORIO VENTURA STATE UNIVERSITY
THE PROBLEM AND ITS BACKGROUND
Introduction
Tourism is considered a complex phenomenon involving a diverse range
of people who are increasingly seeking new and unique experiences to satisfy the
most varied motives, which is why the global tourism landscape has changed in
recent decades (Seabra, Abrantes & Kastenholz, 2014). Moreover, tourists
visiting different destinations are no longer just related to beaches, beautiful
sceneries, and sunset watching. Moreover, according to Wight (2010), the concept
of 'pleasant diversion in pleasant places' is evolving and expanding into new
market demands that are more complex and unusual.
This is the case with dark tourism, which encompasses the presentation
and consumption (by visitors) of actual and simulated death and disaster sites.
Specifically, dark tourism is defined as the act of tourists who are visiting sites of
tragedy, catastrophe, death, pain, and suffering (Gus & Ando, 2016). Dark
tourism, also known as thana tourism, blackspot tourism, or morbid tourism
(Blom, 2012), has existed for a long time but has only recently received greater
academic attention. In line with this, dark tourism has received much attention
since its definition in the 1990s. It is currently the focus of several studies, even
though it is still a small segment of the overall tourism industry. Dark tourism is
College of Hospitality and Tourism Management

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now considered a significant area of academic study, encompassing anthropology,
sociology, cultural studies, motivations, and ethics. 2009 (Bissell). In addition,
numerous tourist destinations are directly or indirectly related to death, such as
museums, battlefield or war sites, tragic places, and prison camps. Each dark
tourism location represents a historical event.
Since the demand for traveling has risen, the number of dark tourism
tourists has also steadily increased (Sharpley, 2012). Every year, a large number
of visitors visit places like At the Auschwitz Memorial, with 2.1 million tourists
(tourist numbers in 2018) and 3.2 million tourists visiting the Ground Zero 9/11
Memorial each year (a year in review, 2017). Also, Baguio City, Philippines, is
one of the most popular destinations due to its numerous tourist attractions,
including dark tourism sites (Estoque, 2012). Many visitors need to be made
aware that they are all dark tourism destinations.
As the number of tourists in these locations has risen, personal
preferences, expectations, motivations, satisfaction, destination marketing, and
other factors contribute to their travel intention (Gossage et al.,2011). With that,
dark tourists have a variety of purposes and intentions in visiting dark tourism
attractions, including educational purposes, entertainment, political reasons,
reminiscence, economic development (Stone, 2013), or as a reminder of our
fragility and mortality (Stone, 2012). On the other hand, dark tourism destinations

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may also negatively impact visitors. They go for various reasons and show
various behaviors, which helps tour operators determine what is best for them. In
an online article written by Mazin (2019), he mentioned that dark tourism
locations could become shire for hate and bigotry. Disrespect can also be shown
in dark tourism sites by other visitors. In line with this, it was mentioned in the
online blog (Dark Tourism & Ethics, 2022) that other dark tourism sites are
designed to entertain travelers rather than to educate, wherein this is another issue.
This may appear disrespectful to the victims and may be considered exploitation.
On the brighter side of this Jovanovic, T.; Mijatov, M.; and Šuligoj, M (2021)
said that there are still other tourists who are showing positive behaviors toward
this kind of site, including tourists showing concerned with the victims, having
full interest with the location, giving respect regarding the traffic event and
tourists talk in la ow tone of voice.
The role of emotion in dark tourism is worthy of investigation and
paramount (Hodgson & Wertheim, 2014). Dark tourism sites, by definition, can
elicit strong emotional responses (Seaton, 2010), and it is usually intended that
they do so (Miles, 2011; Podoshen, 2013). Emotional responses to each type are
likely to differ. (Chang LH 2017), said that visitors to dark tourism sites may
develop emotional resilience as well as a strong sense of geopolitical orientation.
They are more likely to be empathic. Also, A single visitor, motivated by various
factors, may experience a range of emotions during their visit, ranging from

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curiosity about the unusual and unfamiliar to empathetic grief and sorrow to fear
and anger wherever directed (2015; Ashworth & Isaac, 2015). In addition, norm-
approved emotions such as compassion, empathy, sorrow, national pride, or
victim are expected from most people.
Previous research has shown that a person's confidence in his or her ability
to perform that behavior strongly influences that person's behavior (Badura et.,
2012), As self-efficacy contributes to explanations of various relationships
between beliefs, attitudes, intentions, and behavior. In comparison, self-efficacy
also shapes the empathic emotion correlated with behavioral intentions. Empathy,
a positive emotion, could indicate a motivation or intention for tourists to visit and
revisit dark location sites (Decety, 2015). However, with the fear emotion, it was
mentioned (Witte, 2011) that fear is powerful, but it can also backfire if misused.
Fear and behavioral intentions related to dark tourism have a negative outcome
since these sites mostly have dark pasts with different stories involving scary and
paranormal activity (Lee, 2021). This affects the behavioral intentions of tourists
wherein they could develop fear as a long-term effect to them, and they will not
come back to that location (Wu & Cheng, 2010)
With that, dark tourism is thought to be emotionally laden (Nawijn &
Fricke, 2013), and the experience is subjective and personal (Martini & Buda,
2018), with both positive and negative outcomes (Iliev, 2020; Sharma & Nayak,

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2019). A wide range of researchers have investigated positive (Best, 2015; Biran,
Liu, Li, & Eichhorn, 2014; Lisle, 2011; Nawijn & Fricke, 2013; Thurnell-Read,
2015) and negative emotions (Austin, 2015; Miles, 2016; Nawijn & Biran, 2018)
in dark tourism.
Despite the studies mentioned above, Issac and Ashworth (2015) stated
that dark tourism locations can elicit different experiences in different visitors
(i.e., a site that one visitor perceives as "dark" may not be for another); thus, the
authors argue that no site is genuinely "dark." Furthermore, Stone (2015) said in
one of his books that there are still other general motives and intentions of people
traveling to such destinations because they vary so greatly and how dark tourism
sites may affect the behavior of travelers. Therefore, this research study aims to
determine the level of intentions of tourists in visiting dark tourism attractions and
to observe the behavior of tourists during their visit. Another general intent of this
research is to ascertain the relationship between tourists' visiting intentions in dark
tourism sites and the behavior that affects their revisit intention. Lastly, to observe
how the fear and empathy emotions affect tourists' intentions and behavior.
The Objective of the Study
In this modern era, people are now fascinated with the places that deal
with death, pain, disaster, and attractions associated with tragedy. With
this, this research will be conducted with the objective that it will aim to

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describe the visiting intentions and behavior of tourists in dark tourism
sites and further seek to observe the following specific objectives.
 To determine the tourists' intentions in visiting dark tourism sites in
Baguio City
 To describe the behavior of tourists in dark tourism sites of Baguio City
 To ascertain the tourists' visiting intentions in dark tourism sites and their
relationship to traveler behavior
 To observe the mediating role of fear and empathy in the relationship
between tourists' intentions and behaviors.
Statement of the Problem
People are now increasingly drawn to dark tourism destinations. Whereas
travelers' intentions in dark tourism destinations differ and may affect the
behavior of tourists; and may trigger positive and negative emotions. With the
observation of the background of the study, the researchers, therefore, developed
and sought to answer the following:
1. How may the tourists' intentions in visiting dark tourism sites in Baguio
City be observed?
2. How may the behavior of tourists in dark tourism sites of Baguio City be
determined?

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3. How may the relationship between tourists' visiting intentions and
behavior be ascertained?
4. How may the role of fear and empathy in dark tourism sites of Baguio
City be observed?
Significance of the Study
The significance of this study is to determine the visiting intentions and behavior
in dark tourism sites and the role of fear and empathy. This research study will
provide more understanding to travelers, and it will broaden their knowledge in
visiting dark tourism sites. In this course of the research, various benefactors and
sectors are expected to benefit.
Travelers. This study will be beneficial to travelers as this study will provide
knowledge, ideas, and information for travelers fascinated with the place of death
and tragedy.
The foundation of the Institute for dark tourism research (iDTR)- this will be
beneficial to them as this study focuses on dark tourism sites in Baguio, City
Philippines, and they can use this as a reference for knowing the possible
intentions and behaviors of tourists in dark tourism locations.
Municipality of Baguio. This study will be helpful to the municipality of Baguio
to gain more knowledge and expertise for the tourists visiting dark tourism
locations in the area.

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Educational Institutions. This study will be helpful to the students, specifically
tourism students, to understand the visiting intention of tourists in dark tourism
sites. This study would be enough to understand the impact of dark tourism on the
emotional state of travelers and how it may affect travelers’ behavior.
Future researchers. This study will also make future researchers know the
reasons and experiences of travelers visiting dark tourism sites. This will also
serve as a reference for their future research.
Scope and Limitations
This study primarily focuses on the dark tourism destinations of Baguio
City, Philippines. Specifically, the visiting intentions and behavior of the tourists
in dark tourism attractions and their relationship, as well as the role of fear and
empathy. The target sources of the study are delimited with archival records,
thesis papers, journal articles, online magazines, blogs from publications, and
feature essays that talked about and featured dark tourism. Moreover, the study
will only address other issues necessary to the researchers' study. Respondents
must be
tourists who have visited dark tourist locations in Baguio.
Review of Related Literature

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The fascination with death, suffering, atrocity, and the subsequent
development of dark tourism sites, is attributed to an innate curiosity about
mortality and the darker aspects of humanity (Foley, 2009; Fonseca et al., 2016).
Seaton (2011) mentioned that death and tourism or thana tourism relationship
intensified in the nineteenth century, but it is also recently that dark tourism has
become the focus of increased scholarly attention (Biran & Hyde, 2013; Sharpley
& Stone, 2009; Stone, 2013). Also, as the growing profile of death studies as a
multidisciplinary research focus testifies, there is a broader increase of interest in
issues of death and dying within the social sciences (Light, 2017). (Light, 2017)
The University of Central Lancashire (UK) has established the Institute of Dark
Tourism Research (IDTR).
Along this line of concern, Blom (2000), stated that after dark tourism was
recognized as a phenomenon, several countries attempted to incorporate it as a
product into their tourism industry. Furthermore, many destinations worldwide
put in place a structure to support this new offering, making dark tourism a vital
part of a country's economy and image. Whereby a plethora of new sites,
attractions, and exhibitions are emerging around the world to cater to the dark side
of travel for those who wish to journey and gaze upon real or recreated death
(Sharpley & Stone, 2009).

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Supporting these statements, Daams (2007) said that dark tourism had
become an essential branch of the tourism industry. At the same time, dark
tourism refers to visiting places where some of the darkest events of human
history have unfolded. That can include genocide, assassination, incarceration,
ethnic cleansing, war, or natural or accidental disaster. Also, dark tourism is
described as a combination of heritage, tourism, history, and tragedy (Niemelä,
2010) with multifaceted explanations that are difficult to comprehend. In addition,
with all of
that, there are surveys taken with the Americans regarding the different dark
tourism types 56% are interested in war/battlefield tourism (recreational travel to
active or former war zones). Disaster tourism (visiting locations where natural or
man-made environmental disasters occurred): 56%. Cemetery tourism
(exploration of cemeteries for their artistic, architectural, historical, and landscape
heritage): 53%. 52% of people engage in ghost tourism (any form of travel or
leisure that involves encounters with or learning about ghosts or hauntings).
Nuclear tourism (visiting locations where atomic explosions have occurred): 50%.
Holocaust/Genocide tourism (visiting locations associated with the deliberate
mass killing of a specific nation or ethnic group to destroy that nation or group):
49% (The rise of Dark Tourism, 2022 study).

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Mowatt and Chancellor (2011) proposed that, despite the various names, the
concept is centered on traveling to places of death, which are frequently
associated with violence (Robb, 2009).
Tourists Intentions
According to research, tourists visit dark tourism destinations for a variety
of reasons, including curiosity (Biran et al., 2014; Isaac & Cakmak, 2014), a
desire for education, and learning about what happened at the site (Kamber et al.,
2016; Yan et al., 2016), an interest in history or death (Yankholmes &
McKercher, 2015; Raine, 2013), a desire to connect with one's personal or family
heritage (Mowatt & Chancellor, 2011; Le & Pearce, 2011), and some people visit
dark tourism sites because they have a strong desire to learn about curtain places
with dark histories(Biran, 2014).
Supporting the mentioned studies, Raine (2013) studied dark tourists to
burial sites and graveyards and discovered that their primary motivations were to
explore, make discoveries, and learn. These tourists only came to have a great
time, so they are usually emotionally detached and may not engage with the site
as a burial ground. Tourists may visit the destination for reasons other than dark
tourism, such as photography and education. The motivations of tourists to dark

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heritage sites in Cyprus were investigated, and it was discovered that, while the
concept of death was incorporated to enhance tourists' experiences, the dark
tourism sites were primarily for educational and memorial purposes and thus
became places of commemoration, as well as education.
The desire to learn and understand is a motivation associated with death
and heritage sites. While some visitors exhibit a significant need for emotional
experience and connection to their heritage (Gallipoli, 2011), engaging in a
"profound heritage experience" and emotionally to the "dark" space influence
(Andersen, 2014), other visitors may be knowledge-seekers, who are more
interested in gaining a deeper understanding than an emotional one as (Yan,
Zhang, Lu, Guo, 2016) argues. Dark tourism piques one's interest and satisfies
one's desire to learn about past suffering and pain (Sharpley & Stone, 2021). In
line with this, Preece and Price (2013; in Ryan & Kohli, 2010, p.214), in a study
of Port Arthur, proposed, based on interviews with visitors, interest in heritage
sites is what stands out the most with their intentions of visiting and tourists with
considerable interest about the past are more likely to visit more dark tourism
sites.
Despite the intentions being mentioned by different researchers, Stone
(2015) argues that it is difficult to determine the general motivations and

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intentions of people traveling to such destinations because they vary greatly.
Nevertheless, these motives have yet to be declared as concrete answers.
Tourists' Behavior
The most important indicator or predictor of future tourist behavior is the
behavior of tourists. Taking into account the tourist's social role, an individual
tourist's behavior can also be an indicator of the behavior of others. Tourists
establish social norms of behavior in the context of tourism through their actions
and behavior. Other consumers, both those who do not yet engage in travel or
tourist behaviors and those who do, adhere to these norms (Juvan et al., 2017).
In the study (Podoshenm, 2013), in dark tourism, tourists are classified as
"blackpackers" this is a given term used for black metal fans who engage in
tourism activity, whereas they do not only do tours to experience festivals and
experience live music but also to visit sites and places which violence are
associated with black metal artists and fans have occurred. According to Rucinska
(2016), the traveler has a mix of characteristics that make it difficult to categorize
their tourism movement. Swarbrooke (2013; Blom, 2012) employs a tourist
classification based on attraction. He differentiates four types of attractions:
natural sites, artifacts, facilities, and arrangements. Moreover, regarding the
classifications of tourists of, Burns and Holden (2010; Blom, 2012, p. 30) said

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that adventurers are those who seek new activities, people, and culture. Also,
Blom (2020) adds that those who seek and demand the unknown and frightening,
which is a form of adventure.
Visitors may include victims' families and friends who are frequently
strongly connected to dark happenings. The tight physical spaces and intangible
forms, such as memorial rituals and ceremonies, might serve as triggers for
memories and flashbacks of the dark occurrences while they are there (Qian et al.,
2017). Furthermore, as cited by (Martini & Buda, 2020), a person's capacity to
experience sensations, emotions, and physiological reflections without being
aware of them is known as affect. Lewis et al. (2021) also added that most visitors
to dark tourism sites are more likely concerned, intrigued, and curious about these
places during their tour. Moreover, Poria et al. (2016) added that thrill seekers
who are into paranormal activity are visiting these places because, for them, these
places are discoveries and stories. Also, these types of people find these kinds of
places and activities exciting and thrilling.
On the darker side of tourists' behavior Hampson (2019) said that as
attractions with dark histories become more popular, wherein these sites are now
also part of tour packages, experts said that these could become exploited, used to
sell tchotchkes or placed as backdrops to for unseemly photos. "It kind of invites

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that passive behavior, let us call it that tourist behavior that might be out of
place," Stone (2015) said.
Hampson (2019) added that lousy behavior by tourists at sensitive sites,
such as smiling selfies at concentration camps, has been widely condemned on
social media. The online travel guide Dark-Tourism.com warns against such
behavior and the ethically questionable "voyeurism" of visiting a current or recent
tragedy to gape. Also, many traveling websites criticize how ordinary tourists
behave when visiting dark tourism attractions. Talking loudly, running around,
laughing, and taking selfies are seen as disrespectful and rude. How people take
photos or selfies, in particular, raises ethical concerns about tourist behavior in
dark tourism destinations (Hodalska, 2017).
An individual's behavior is influenced by the intentions determined by
subjective norms, attitudes, and perceived behavioral control. Behavioral
intention (BI) refers to "a person's subjective probability that he will perform
some behavior" (Fishbein & Ajzen, 1975).
This was determined by the which is defined as attitude is the degree to
which a person views the behavior of interest favorably or unfavorably is
indicated by this. It requires taking into account how the behavior will affect the
results. Behavioral intentions are the driving forces behind a particular behavior.
The stronger the intention to carry it out, the more likely the behavior will be

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carried out. Moreover, subjective norms are the notion of whether the majority of
people find the behavior to be acceptable or unacceptable. It has to do with a
person's opinions of whether peers and significant others believe the person
should engage in the behavior. Also, social norms are the accepted norms of
conduct within a community, among individuals, or in a broader cultural setting.
In a group of people, social norms are regarded as normative or standard. A
person's perception of how easy or difficult it is to carry out the behavior of
interest is perceived as behavioral control. A person's perceptions of behavioral
control vary depending on the situation because perceived behavioral control
differs across contexts and actions. (Maffei, 2012).
According to some studies (Bamberg et al., 2011; Hrubes et al., 2014),
tourists' attitudes significantly influence their behavioral intentions (Wang & Hsu,
2010). According to Best (2010), the emotions that tourists experience while
visiting sites associated with disaster and death can shape behavioral intentions
through revisiting intentions and willingness to recommend. It is essential to
generate positive word-of-mouth and revisit intentions for sites dealing with death
and torment (Muzaini, Teo, and Yeoh, 2014). A study of concentration camps
discovered that visitors' emotional reactions are a good predictor of revisit
intentions and positive word-of-mouth behavior (Nawijn & Fricke, 2013).
Supporting the mentioned studies in this research, it was discovered that
the most perceptive pictures, "image of memorial place" and "image of the
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educational location," were positively correlated with the majority of on-site
experience and behavioral intention subdimensions. Tourists' perceptions of the
"image of leisure place" and "image of fear landscapes" were negatively
correlated with various aspects of on-site experience and behavioral intention (Lili
et al. and Lopez et al., 2021).
With the behavioral intention being mentioned by the researchers and how
these both are entwined and linked along with the emotional state of tourists,
researchers will use the Theory of Planned Behavior since the study is about the
intentions and behavior of travelers. Swan (1981) proposed that behavioral
intention, defined as an individual's anticipated or planned future behavior, is a
central factor that strongly correlates with observed behavior (Baloglu, 2011).
Many believed intentions were an immediate precursor to actual behavior
(Fishbein & Ajzen, 1975; Konu & Laukkanen, 2010).
The Theory of planned behavior (TPB) was developed by Fishbein and
Ajzen and is based on three constructs: attitude, subjective norm, and perceived
behavioral control. In tourism research, the Theory of Planned Behavior (TPB)
has been widely used (Ajzen & Driver, 1992; Han et al., 2010; Han & Kim, 2010;
Lam Hsu, 2012). TPB suggests that people are more likely to engage in behaviors
that they believe are attainable (Armitage & Conner, 2011). According to Ajzen
(1991), attitude, subjective norm, and perceived behavioral control, all play a role

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in predicting intention. Perceived behavioral control influences tourists' intentions
and their perception of their ability to perform a specific behavior. As a result of
the previous research mentioned by the researchers, the following hypothesis
statements were made regarding the relationship between tourists' intentions and
behavior:
H1: Tourists' intentions have a significant relationship with the tourists'
behavior.
Role of fear and empathy
Tourism experiences revolve around emotions (Aho, 2015; Bastiaansen et
al., 2019; Knobloch, Robertson, and Aitken, 2017; Tussyadiah, 2014). Prior
research has established the importance of emotions in a variety of settings,
including shopping (11), holidays (Hosany & Prayag, 2013), theme parks (Bigné,
Andreu, and Gnoth, 2015), festivals (e.g., Lee 2014), scenic tourist attractions
(e.g., L. Wang and Lyu 2019), heritage sites (Prayag, Hosany, and Odeh 2013)
and adventure tourism (Faulla, Matzler, and Mooradian 2011). Sharma and Nayak
(2019) state that positive and negative experiences in tourism experiences can
elicit positive and negative states of emotion, and negative emotions could lead to
a positive outcome in the behavior of tourists.

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According to Robinson et al. (2011), the desire to face the fear of the
unknown and gain death-related experiences can be motivation and intention for
visiting dark places. Also, tourists visit the sites to alleviate negative emotions
such as fear and sadness and fulfill a commemorative obligation (Cohen, 2018).
Whether it is death, dark, or fright, fear is expected to contribute some emotions
to the tourist (Stone, 2006).
In addition, psychology considers fear one of the basic emotions that allow
living beings to survive. However, it is like other emotions and has a socially
constructed dimension. Nonetheless, the fact that fears can be socially constructed
implies that they are also manageable and routable. In this sense, fear can be
regarded as a fundamental component that, at the intersection of psychology,
sociology, and politics, connects dark tourism to the (post)modern world. Buda,
2015; Yankowska & Hannam, 2014) added that when visiting dark places,
tourists may feel a sense of danger and fear, which is frequently mixed with
excitement despite tourists' intentions (education, entertainment, emotional
connection, curiosity, and interests in heritage) in visiting dark tourism attraction.
Even though travelers have different intentions and attitudes, they still feel fear
and emotion, especially on battlefields and heritage places.

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Visitors are likely to experience negative feelings or expect to experience
negative feelings when visiting a dark heritage site. The spectrum of possible
experienced emotions is broad, including positive (e.g., pride, empathy,
satisfaction, and hope) and mixed valence emotions (e.g., compassion and awe)
(Biran et al., 2011; Nawijn & Fricke, 2015; Bilewicz & Wojcik, 2018).
Empathy, a vicarious and spontaneous sharing of affections, can be
triggered by witnessing another's an emotional state, hearing about another's
conditions, or even reading about another's conditions (Keen, 2006). While
Hollan and Throop (2011) and Tucker (2016) define empathy as "sharing another
person's perspective," empathy has an added dimension of "identification with the
other (person)." Given the human relational aspects of tourism, empathy
inevitably plays a covert role in the construction of experiences in all contexts.
Tucker (2016) defined empathy as the emotional ability to put oneself in the shoes
of others.
Tucker (2016) discusses the role of empathy in tourism as a tourist
sentiment that is prevalent primarily in dark attractions. In line with this, Tucker
(2016), other researchers attempted to shed light on tourists' emotions when
visiting dark sites, such as Isaac and Akmak (2012), who studied visitors'
emotions at the Tuol Sleng Genocide Prison Museum (S-21) in Phnom Penh.

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Also, there is empirical evidence that emotional engagement is important when
visiting dark heritage sites (or otherwise engaging with dark history), as it may
assist visitors in generating meaning (Sigala & Steriopoulos, 2021) and increasing
historical understanding, mainly historical empathy (Savenije & de Bruijn, 2017).
Visitors to dark heritage sites typically report a high level of emotional
involvement. In addition to that statement, Kunwar (2015) stated that visitors to
dark tourism sites mostly feel emotional empathy, specifically those places' tragic
past stories and those victims who suffered a lot. With that, Karki (2015)
supported Kuwar with his study that stated other tourists who give their full
attention and focus to these places are curious about their interests and lives and
are highly attuned to the feelings, emotions, and atmosphere of the places
developed empathetic emotions.
Moreover, according to Miles (2002) and Podoshen (2013), eliciting
empathy and other desirable emotional responses from visitors is not only a
logical outcome of exposure to dark attractions but also an essential function of
product display and its "hot interpretation" (Uzzell, 1989). This is due to the fact
that "emotion is a complex psychological phenomenon that motivates us to
behave in a manner consistent with our social beliefs about specific situations and
can also influence our decision-making" (Austin, 2002, p. 448). In the studies
stated by the researchers, it was mentioned that tourists' intentions have a

21
relationship with fear and empathy; therefore, the researcher has established and
developed the following hypotheses:
H2: Tourists' visiting intention in dark tourism sites is influenced by fear.
H3: Tourists' visiting intention in dark tourism sites is influenced by
empathy.
Seaton and Lennon (2019) contended that dark tourists frequently exhibit
emotional states similar to pilgrims. As a result, visiting the site can be a
rewarding experience for them. Dark tourists are also more likely to develop
empathic responses after visiting a dark site (Stone & Sharpley, 2012). Empathy
increases one's ability to relate to and understand others and one's capacity for
forgiveness. It is correct to say that the dark site can prevent a dark event from
happening again by serving as a reminder of the tragedy. The dark site does
produce positive results (Hodgson, Wertheim, 2013).
Nawijn and Fricke (2015) added that emotional experiences at dark sites
are a mix of positive and negative emotions strongly linked to the desire to visit.
During the visit, negative emotions, particularly fear and sadness, predominated.
With that being said, according to the authors (Universitesi, 2017), it is reasonable
to conclude that fear plays a significant role in shaping and communicating
modern society. However, because fear is a crucial component of dark tourism

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and has cultural, psychological, and financial dimensions, dark tourism has a
unique relationship to the sociological side of dread.
Solomon (2018) said fear is one of the most important emotions for
survival. As fear is predominated in dark tourism sites, travelers who have visited
these places have the possibility to carry this emotion with them. (Bilewicz and
Wojcik, 2018). Also, Biran and Buda (2018) argue that people should engage in
(psychologically) risky behavior, such as visiting sites of death and atrocities, to
improve their cultural worldviews and self-esteem, alleviate death fears, and gain
a sense of symbolic and literal immortality. Furthermore, fear appeals have been
used to influence attitudes and behaviors on various topics, including dark tourism
(Biran & Buda, 2018). As a result of the previous research mentioned by the
researchers, the following hypotheses statements were made regarding the
correlation of fear and empathy with the tourists’ behavior:
H4: Fear has a positive relationship with the behavior of tourists who have
visited dark tourism sites.
H5: Empathy has a positive relationship with the behavior of tourists who have
visited dark tourism sites.
According to Liu, Huang, Bao, and Chen (2019), if a destination is
unfavorable, tourists may express negative emotions (such as anger,
disappointment, fear, or sadness). Nawijn and Fricke (2015) said negative

23
emotions about a destination could lead to long-term behavioral intentions. They
discovered that the most common types of negative emotions were fear and
sadness. These emotions still shape the behavioral intention of tourists in dark
tourism destinations that lead to negative impacts. In addition, tourist motivations
(such as excitement, relaxation, and curiosity) have been shown to have a direct
positive effect on their behavioral intentions. During the visit, travelers may build
empathy with the victims as they discover their tragic past. (Yoon and Uysal,
2016). With the studies mentioned above regarding the relationship between fear
and empathy with behavioral intention, the following hypotheses were formulated
and developed:
H6: Fear do not mediates the behavior and visiting intention of tourists.
H7: Empathy mediates the behavior and visiting intentions of tourists
Conceptual Framework
FEAR
VISITING
BEHAVIOR
INTENTION

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EMPATHY
Figure 1. Research Paradigm

The study focused on the visiting intentions of tourists in visiting dark
tourist sites. It also aimed to observe the behavior of travelers and how these
variables correlate with each other. Lastly, this was also concentrated on
investigating the emotions (fear and empathy) that mediate tourists’ intentions and
behavior.
CHAPTER II
RESEARCH DESIGN AND METHODOLOGY
The study’s research design which includes the type of research, research
instrument, participants and settings, data collection, data analysis, and ethical
considerations, will be presented in this chapter. The method of gathering and
analyzing the data will also be discussed.

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Research Design
This research is quantitative and employs a causal research design in
collecting data to determine the relationship between the intentions and behavior
of tourists and the role of fear and empathy in dark tourism destinations. Bhandari
(2020) defined quantitative research as collecting and analyzing numerical data. It
can be used to discover patterns and averages, make predictions, causal test
relationships, and generalize results to larger populations. Moreover, causal
research is a type of investigation that determines whether two distinct situations
have a cause-and-effect relationship. Because many different factors can influence
cause and effect, researchers devise experiments to collect statistical evidence of
the relationship between the situations. . With causal research; researchers are
able to evaluate the effects of the particular existing norms and procedures. This
examines a condition and an issue to explain the patterns of interaction between
variables. With this in mind, a quantitative causal research design will be used in
this study to identify the intentions and behavior of travelers in dark tourism sites
as well as the mediating effect of fear and empathy that tourists develop during
visit to dark tourism destinations.
Research Instrument

26
For data collection purposes, the researchers used a survey questionnaire.
In order to use existing tools that can be helpful for measuring important study
variables, the researchers used adaptation as a research tool. This study is divided
into several parts, each of which serves a particular function wherein it uses a
Rating-scale for the questionnaire. Part I are the tourists’ intentions. Part 2 is the
behavior wherein it was determined by attitude, subjective norms and perceived
behavioral intention. Moreover, the part 3 and part 4 are the mediator of the
dependent and independent variable whereas it measures their level of fear and
empathy. According to the Likert scale, the respondent's responses fell into the
following categories: 1-Strongly Agree, 2-Agree, 3-Disagree, and 4-Strongly
Disagree.
Participants and Settings
This study was conducted with the participation of travelers who have
visited dark tourism destinations in Baguio City, the Philippines, and provided the
information needed in this study. Participants are 18 years of age or older, male or
female. The researchers conducted with 152 participants where the minimum
sample size according to the gamma-exponential method is 39 and a minimum of

27
61 from the inverse square root method. Moreover, the researchers will use a
purposive sampling technique in choosing the participants. According to
Nikolopoulou (2022), this is a form of non-probability sampling in which
researchers use their discretion in selecting population members to participate in
surveys. In other words, the purposive sampling technique selects units "on
purpose. The study will be conducted in the city of Baguio since most of the dark
tourism destinations in the Philippines are situated in that province, such as the
Diplomat Hotel, Teacher's Camp, Loakan Road, and Laperal House., such as the
Diplomat Hotel, Teacher’s Camp, Loakan Road, and Laperal House.
Data Collection
The information gathered via the face-to-face survey questionnaire was
arranged, tallied, and finalized. The researchers conducted the study for less than
a week to get the respondents needed for the study. The researchers gave the
questionnaires to the respondents directly to the chosen respondents. Furthermore,
researchers used causal analysis to analyze the data, which enabled them to
quickly describe the study's variables to determine the relationship between
tourists' level of intentions and behavior in dark tourism sites and the role of fear
and empathy developed during the visit. Descriptive causal design is used in
investigations that seek to present static images of circumstances and establish the
relationship between various variables (McBurney & White, 2013).

28
Data Analysis
Partial least–square–structural equation modeling (PLS-SEM) was
employed in testing the seven hypotheses of the study. The statistical software
Warp-PLS version 8.0 was used to test the relationship between the observed and
latent variables (Khine, 2013). This also permitted the researchers to identify the
model fit and test the causal models with a linear equation.
Ethical Consideration
The questionnaire comes with an informed consent form that explains the
objective of the survey, the value of respondents’ involvement, and the amount of
time it takes to complete the entire questionnaire. Participants remained
completely anonymous and will never reveal the identity of the subject of the
inquiry. Research academics know who the participants are their information
remains confidential from everyone else.
Results
The assessment of the measurement model includes an examination of the
study's constructs' reliability and validity. Composite reliability (CR) and
Cronbach's alpha was used to assess the constructs' dependability. Kock (2014)

29
and Kock and Lynn (2012) stated that the threshold for assessing the reliability of
a construct using CR and CA is 0.7 (Hulin, Hetemeyer, and Cudeck, 2001).
However, Trevethan (2021) stated that alpha with a value of .6 is acceptable when
the number of items is involved.
Table 1: Model Fit and Quality Indices
Index Coefficient
Average Path Coefficient (APC) 0.314, P<0.001
Average R-squared (ARS) 0.297, P<0.001
Average Adjusted R-squared (AARS) 0.290, P<0.001
Average Block VIF (AVIF) 1.244, acceptable if <= 5, ideally <=
3.3
Average Full Collinearity (AFVIF) .075, acceptable if <= 5, ideally <= 3.3
Tenenhaus GoF (GOF) 0.454, small >= 0.1, medium >= 0.25,
large >= 0.36
Simpson’s Paradox Ratio (SRP) 1.000, acceptable if >= 0.7, ideally = 1
R-squared Contribution Ratio (RSCR) 1.000, acceptable if >= 0.9, ideally = 1
Statistical Suppression Ration (SSR) 1.000, acceptable if >= 0.7
Nonlinear Bivariate Causality 0.800, acceptable if >= 0.7
Direction Ratio (NLBCDR)

30
Nonlinear bivariate causality direction ratio (NLBCDR)=0.800, acceptable
if >= 0.7 As seen in Table 1, all constructs- visiting intentions use (CR=0.906,
CA=0.862), behavior (CR=0.526, CA=0.906), fear (CR=0.827, CA=0.686), and
empathy (CR=0.714, CA=0.920) – are within an acceptable threshold. Table 1
also presents each latent variable's factor loading and its corresponding average
variance extracted (AVE). To establish that a latent variable exhibits convergent
validity, the corresponding p-value must be equal to or less than 0.05.
Furthermore, the AVE of every latent construct must be equal to or greater than
0.5 (Fornell & Lareker, 1981; Hair et al., 2009; Kock & Lynn, 2012). Based on
the results, all latent variable requirements for convergent validity.
Table 2: Convergent Validity and Reliability Measures
Constract/Item Item AVE CR CA

Reflective Loading
Visiting Intention
VI1 0.848 0.708 0.906 0.862
VI2 0.837
VI3 0.825
VI4 0.054
Behavior

31
BHV1 0.895
0.741 0.958 0.949
BHV2 0.884
BHV3 0.841
BHV4 0.734
BHV5 0.905
BHV6 0.887
BHV7 0.835
BHV8 0.890
Fear
F1 0.825 0.615 0.827 0.686
F2 0.758
F3 0.768
Empathy
E1 0.854 0.714 0.937 0.920
E2 0.868

32
E3 0.829
E4 0.810
E5 0.814
E6 0.891
The discriminant validity of the Fornell-Larcker criterion was evaluated
and validated using Heterotrait-Monotrait (HTMT) ratios. According to Fornell
and Lacker (1981), Kock (2015), and Kock Lynn, discriminant validity requires
that the square roots of average variance extracted (AVEs), the diagonal values in
table 2, be greater than the off-diagonal coefficients (2012). According to the
findings, the three latent variables have discriminant validity.
Table 3: Discriminant Validity Using Fornell-Lacker Criterion of Reflective

Constructs
VI F E BHV
Visiting 0.841
Intentions
Fear 0.080 0.784
Empathy 0.509 0. 369 0.845
Behavior 0.760 -0.098 0.460 0.861
HTMT ratios were also used to assess the discriminant validity of the
study's latent variables. According to Ringle et al. (2015), the ideal range for
33
HTMT ratios is less than 0.85. Golden et al. (2001) also claimed that HTMT
ratios should be less than.90. Table 4 shows that each construct has discriminant
validity.
Table 4: Discriminant Validity Using HTMT Ratios of Reflective Constructs

VI F E BHV
Visiting
Intentions
Fear 0.203
Empathy 0.572 0.466
Behavior 0.840 0.229 0.490
Figure 2. The Structural Model with Parameter Estimate
In the present study fear and empathy were tested whether they mediate
the relationship between visiting intention and behavior. An analysis of the data

34
revealed that fear do not fully mediate the visiting intention (β=.009, p=0.14) but
it mediates the behavior (β=0.15, p=0.04). With the empathy emotion it both
mediates the visiting intention (β=0.51, p=<0.01) and the behavior of tourist
(β=0.13, p=0.05). Therefore, H1, H3, H4, and H5 are supported while H2 is not
supported.
Figure 2 and Table 5 reflect the result of hypothesis testing , this table
shows and answered the statement of the problems wherein it was presented each
relationship of the variables. Data revealed that tourists that have the intention in
visiting a dark tourism site affects their behavior (β=.068, p=<.01). Findings also
shows that tourists visiting intention is significantly related to empathy ( β=0.51,
p=<.01) with moderate effect size (f 2=0.261). The results suggest that the tourists
who visits a dark tourism location with the intention was also being influence by
the empathy emotion. It also shows that emotional fear is significantly affects the
behavior of a tourists when visiting a dark tourism location (β=.15, p=.04) with a
small effect size of (f2=0.032). In addition, as empathy triggers in dark tourism
location in affects one’s behavior ((β=.13 p=.05) with a small effect size (f 2=
0.063). These findings suggest that as the tourist who have a high level of visit
intention in dark tourism sites affects the behavior an individual and as the fear
and empathy emotion increases behavior was also being influenced. Hence, the
H2 is not supported whereas tourists the visiting intention of tourists is not
significantly related to fear.

35
Table 5: Hypothesis Testing Results

Hypothesis Path p-value Standard Effect Decision
Coefficient error size
Direct
Effects
H1: VI 0.684 <0.001 0.071 0.568 Supported
BHV
H2: VI F 0.090 <0.137 0.082 0.008 Not
Supported
H3: VI E 0.511 <0.001 0.074 0.261 Supported
H4: F -0.148 <0.001 0.081 0.032 Not
BHV Supported
H5: E 0.135 <0.001 0.081 0.063 Supported
BHV
Indirect
Effects
VI F -0.012 0.419 0.059 0.009 Not

BHV Supported
VI E 0.059 0.155 0.058 0.046 Not
BHV Supported
Full collinearity VIFs were also evaluated for their ability to detect and
correct common method variance. According to Kock (2015), the value of full
collinearity VIF for each construct must be equal to or less than 3.3 to be
considered free of common method bias. All constructs-visiting intention,
behavior, fear, and empathy-passed the common method bias test, according to
the findings.
Table 6: Common Method Bias, Predictive Relevance, and Coefficient of

Determination
36
Full collinearity Q2 R2
VI 2.609
BHV 1.315 0.026 0.008
F 1. 686 0.265 0.261
E 2.690 0.633 0.621
The coefficient of determination (R2) and predictive validity (Q2) was
also examined as part of the structural model analysis. R2 coefficients less than
0.2, according to Cohen (1988) and Kock (2014), indicate that the effects are too
weak to be considered practical. Moreover, you need to understand that R-square
is a measure of explanatory power, not fit. You can generate lots of data with low
R-square, because we don’t expect models (specially in social or behavioral
sciences to include all the relevant predictors to explain an outcome variable.
Also, when R-square are small, it can be significantly different from 0, indicating
that your regression model has statistically significant explanatory power.
However, you should report the value of R-square as an effect size,
because people might question the practical significance of the value. As said, in
some fields, R-square are typically higher, because it is easier to specify complete
well-specified models. But in the social sciences, where it is hard to specify such
modes, low R-square values are often expected (Paetzold, 2016). With that, R2
values of 0.008, 0.261, and 0.0621 indicate weak to moderate effects. However,
the Stone-Geisser Q2 coefficients must be greater than zero. According to the

37
findings in Table 6, all constructs—behavior, fear, and empathy—passed the R2
and Q2 expectations.
Discussion
Results of the study revealed that tourists with a high level of intention to
visit dark tourism locations also showed behaviors. These findings suggested that
every time the respondents had the intention to visit in dark tourism site in Baguio
City, it influenced their behavior which was determined by attitude, subjective
norms, and perceived behavioral control, indicating that Hypothesis 1 was fully
supported.
The result also supported the study of Konu and Laukkanen (2010), which
said many people believed that intentions were an immediate precursor to
behavior. Also, the visiting intention in dark tourism sites that was influenced by
the fear of tourists was not fully supported by Hypothesis 3, which contradicted
the claim of Robinson et al. (2011), stating the desire to face the fear of the
unknown and gain death-related experiences could be motivation and intention for
visiting dark places. In line with this, the visiting intention of tourists was also
influenced by empathic emotions in dark tourist sites. Hypothesis 2 was fully
supported. This result in the 2nd hypothesis supported the study by Keen (2006),
who stated that empathy, a vicarious and spontaneous sharing of affections, could

38
be triggered by witnessing another's an emotional state, hearing about another's
conditions, or even reading about another's conditions.
Furthermore, fear did not highly influence the behavior of tourists when
they visited a dark tourism site which was not fully supported by Hypothesis 4.
Along with this, the 4th hypothesis contradicted the claim of Bilewicz and Wojcik
(2018), mentioning that fear was predominated in dark tourism sites, and travelers
who had visited these places could carry this emotion with them. Also, Biran and
Buda (2018) argued that people should engage in (psychologically) risky
behavior, such as visiting sites of death and atrocities, to improve their cultural
worldviews and self-esteem, alleviate death fears, and gain a sense of symbolic
and literal immortality. Moreover, empathy did have a positive relationship with
the behavior of tourists, in which Hypothesis 5 was highly supported. Stone and
Sharpley (2012) supported this result by saying that dark tourists were more likely
to develop empathic responses after visiting a dark site. Hypotheses 6 and 7
showed that fear and empathy did not mediate the behavior and intention of
tourists. That just meant that tourists were still determining if they would visit the
exact dark tourism location and would visit another dark tourism site in the future,
even though they carried fear and empathy.
Furthermore, the data gathered shows in the result that BHV9 ( People
who were important to me would approve of my visit to a dark tourism location),
BHV10 (Most people I knew would choose a dark tourism location for vacation
39
purposes), BHV11 (I was in control of whether or not I visited a dark tourism
location ), BHV12 (There were dark 0 tourism location(s) within reasonable
driving distance from my home and BHV13 (If I wanted, I could easily afford to
visit a dark tourism location ) have a factor loading of <0.07 that may have a
negative effect on the results of data.
Conclusion
The result of this study in this area of expertise allowed us to understand
the relationship between the variables - visiting intention, behavior, fear, and
empathy with the dark tourism location in Baguio City. With results that were
provided by the respondents, it showed that tourists who visited dark tourism
locations in Baguio visited with the intention or reasons. It influenced their
emotions (fear and empathy) and behavior. Whereas the intentions of tourists in
visiting dark tourism sites in Baguio City, like curiosity, education,
commemoration, vacation, and other reasons, are influenced by empathic
emotions. On the contrary, fear emotions did not contribute to the intention to
visit tourists in dark tourism sites.
It was also concluded that empathy had a positive relationship with the
behavior wherein it had a good impact on them after they visited dark tourism
sites in Baguio City. However, feared emotion had no significant relationship to

40
the behavior. Furthermore, tourists who had experienced feared and empathic
emotions during their visit had no relationship with behavioral intentions.
However, after they visited this type of location, it was still determined that they
would revisit the place and visit other dark tourism locations. In short, visiting
intentions had a significant relationship with behavior, empathy had a positive
relationship with intention and behavior, but fear did not where it just meant that
not all dark tourism sites elicited a negative emotion. Lastly, fear and empathy did
not mediate the intention and behavior.
Recommendations
With the limitations that came with the study, the researchers recommend
providing more accurate and more efficient data. There must be a better time
frame for the research conduct and the data-gathering process. Since there was a
time constraint, the researchers needed to reach the minimum number of
respondents that must be gathered for the study. It would be a tremendous
advantage if this were paid attention to. Also, since the researchers chose Baguio
City as their dark tourism destination for their study, they recommend exploring
other dark tourism sites in the Philippines, as tourists may elicit different
intentions, behaviors, and emotions depending on the location they visited.

41
Moreover, due to the results of this study, the researchers further
recommend looking for other emotions that tourists feel during their visit to the
dark tourism site most travel experiences elicit positive emotions. However,
some, particularly in dark tourism activities, may elicit negative emotions such as
anger or sadness. Future researchers can also focus on tourists' intentions that
other emotional expressions like depression, pity, hatred, shock, and
contemplation can influence. Since the study is about the intentions of the tourists,
the researchers also suggest researching the constraints of visiting dark tourism
sites of the tourists. At the same time, studies that address demotivating factors
include an examination of the taboos or cultural beliefs that prevent visits to sites
of death, atrocities, and human tragedy. Research on dark tourism avoidance
behaviors is limited compared to research on motivational factors. Dark tourism
research is quietly fresh. The researchers recommend further go deeper to
understand the benefits of visiting dark tourism sites. Lastly, we recommend
using the research paper as a reference to take advantage of promoting Dark
Tourism Destinations. The result will be beneficial in marketing dark tourism
destinations to people since it has a higher impact on the positive emotions of
tourists.

42
Appendices
Appendix A: Survey Questionnaire
“THE ROLE OF FEAR AND EMPATHY: TOURISTS’ VISITING INTENTIONS AND
Note: Dark Tourism sites involve visiting places where some of the darkest events of human
history have unfolded. That can include genocide, assassination, incarceration, ethnic cleansing,

43
war, or disaster — either natural or accidental. (e.g. Diplomat Hotel, Teacher’s Camp, Loakan
Road, Laperal White House, etc.)
Direction: Indicate your level of intention in visiting the dark tourism locations in Baguio, City.
Kindly put a checkmark on the item that corresponds to your chosen answer.
Part I: Level of Intentions

Strongly Agree Disagree Strongly
Agree Disagree
I intentionally visit dark tourism
sites for dark experiences (such as
curiosity, getting spiritual experiences
and paranormal activity, seeking
stories about the site, to satisfy my
own’s fascination, seeing the
wreckage of the location, etc.)
sites for unique learning
experiences (to understand the well-
known place for historical heritage, to
learn history, to remember and
commemorate death, to respect old
the generation, to visit places that
haven’t visited yet, to try something
new, etc.)
sites for casual interests (to spend
time with the family, take a dark
tourism tour, try service quality,
natural scenery, personal safety etc.)
sites engaging entertainment (like
the location was featured on tv,
physically and emotionally refreshed,
feel an emotional connection with
death, get some entertainment, etc.)
Psrt II: Indicate your behavior in visiting the dark tourism site base on
attitude, behavioral intention, subjective norms and perceived behavioral
control.

44

Agree Disagree
ATTITUDE: Visiting dark

tourism location (s) is fun
ATTITUDE: dark tourism
location (s) is enjoyable
ATTITUDE: Visiting a dark
tourism destination is pleasant
ATTITUDE: Visiting dark
tourism sites is fun
BEHAVIORAL INTENTION:
I will visit a dark tourism location
in the next 12 months
BEHAVIORAL INTENTION I
would recommend visiting the
most recent dark tourism location
I visited a friend/family member
I would revisit the most recent
dark tourism location. I visited
again in the future
I want to visit a dark tourism
location in the next 12 months
I would recommend visiting any
dark tourism location to a
friend/family member
SUBJECTIVE NORMS: People
who are important to me think I
should/should not choose a dark
tourism location to visit
SUBJECTIVE NORMS People
who are important to me would
approve/ disapprove of my visit
to a dark tourism location
SUBJECTIVE NORMS: Most
people I know would choose a
DT location for vacation
purposes

45
PERCEIVED BEHAVIORAL
CONTROL: I am in control of
whether or not I visit a DT
location
CONTROL: There are DT
location(s) within reasonable
driving distance from my home
CONTROL: If I wanted, I could
easily afford to visit a DT
location
Part III. Indicate the level of fear you feel in the dark tourism location
Agree Disagree
During the visit to the dark tourism
site, I felt a slight discomfort
site, I felt butterflies in my stomach
and an accelerated heartbeat.
site, I had sweating hands, impaired
temperature regulation (hot
flushes/chill) and breathing pattern,
dry mouth
Part IV. Indicate the level of empathy you feel in the dark tourism location
Agree Disagree
I can feel the emotions felt by the
people that has been part of the
destinations past or history.
I recognize the history of the
destination
I can recognize what the destination
is going through

46
When I was at the destination, I was

fully absorbed
I can relate to what the people that
have visited the location
I can recognize the situation
described in the destination
Appendix B: Letter to Respondents
Date:
Name of the Respondent (optional):
Dear Respondent,
Mabuhay!

47
We, the third-year students of Bachelor of Science in Hospitality

Management at Don Honorio Ventura State University (DHVSU), are currently
undergoing research entitled “The Role of Fear and Empathy: Tourists’ Visiting
Intentions and Behavior in Dark Tourism Sites.” In line of this, we would like to
ask if you would be willing to participate in this research and answer a survey
questionnaire regarding the skill competency of the graduates of the hotel and
restaurant management program. Your response will be a great help to the
completion of our research. Rest assured that your responses will be strictly kept
confidential and anonymous. This questionnaire intends to gather relevant
information on the skill-competency of hotel and restaurant management
graduates before and during the global pandemic.
Respectfully yours,
GARCIA, ELYZZA T.
Leader, BSTM 4D
Appendix C:
I have been invited by Elyzza T. Garcia, Dhaizy Pauline Cayanan, John Darleen
Olalia, Ana Marie Miranda, Arjay S. Bengco, Johnbrent Bantigue, Vincent Aaron Pineda,
the researchers from Don Honorio Ventura State University. They are currently collecting
the data needed for their research “The Role of Fear and Empathy: Tourists’ Visiting
Intentions and Behavior in Dark Tourism Sites”.
This study intends to determine the difference in skill-based competency of hotel

and restaurant management graduates at Don Honorio Ventura State University before

48
and during the pandemic. I will be asked to answer an online survey through Google
Forms to determine how much I agree on each statement pertaining to different skill-
based competencies. Once the maximum number of respondents (260) is achieved, the
survey shall be taken down, and responses shall be exported in an MS Excel file to begin
the data analysis.
I was informed that there is no known risk in participating in the study and that
there will be no benefits or monetary compensation to be awarded. My participation in
this study will be solely voluntary which means that participating in this research and
answering the questions is out of my free will. I will answer the online survey as
honestly, accurately and completely as I can for the research to serve its purpose.
I agree to participate in the study

I do not agree to participate in the stud
Appendix D: Grammarian Certificate
GRAMMARIAN’S CERTIFICATE
This is to certify that the undersigned has reviewed and went through all
the pages of the study entitled “The Role of Fear and Empathy: Tourists’
Visiting Intentions and Behavior in Dark Tourism Sites”, Elyzza T. Garcia,
Dhaizy Pauline Cayanan, John Darleen Olalia, Ana Marie Miranda, Arjay S. Bengco,

49
Johnbrent Bantigue, Vincent Aaron Pineda aligned with the set of structural rules that
govern the composition of sentences, phrases, and words in the English language.
Signed this 14th day of December in the year 2022 at G.D Mendoza
National High School Guagua, Pampanga.
Signed:
Ms. Anna Jazelle S. Bengco, LPT

Grammarian
Appendix E: Certificate of Plagiarism

50
List of Tables
Table 1: Model Fit and Quality Indices

Index Coefficient
Average Path Coefficient (APC) 0.314, P<0.001
Average R-squared (ARS) 0.297, P<0.001
Average Adjusted R-squared (AARS) 0.290, P<0.001

51
Average Block VIF (AVIF) 1.244, acceptable if <= 5, ideally <=
3.3
Average Full Collinearity (AFVIF) .075, acceptable if <= 5, ideally <= 3.3
Tenenhaus GoF (GOF) 0.454, small >= 0.1, medium >= 0.25,
large >= 0.36
Simpson’s Paradox Ratio (SRP) 1.000, acceptable if >= 0.7, ideally = 1
R-squared Contribution Ratio (RSCR) 1.000, acceptable if >= 0.9, ideally = 1
Statistical Suppression Ration (SSR) 1.000, acceptable if >= 0.7
Nonlinear Bivariate Causality 0.800, acceptable if >= 0.7
Direction Ratio (NLBCDR)
Table 2: Convergent Validity and Reliability Measures
Constract/Item Item AVE CR CA

Reflective Loading
Visiting Intention
VI1 0.848 0.708 0.906 0.862
VI2 0.837

52
VI3 0.825
VI4 0.054
Behavior
BHV1 0.895 0.741 0.958 0.949
BHV2 0.884
BHV3 0.841
BHV4 0.734
BHV5 0.905
BHV6 0.887
BHV7 0.835
BHV8 0.890
Fear
F1 0.825 0.615 0.827 0.686
F2 0.758
F3 0.768

53
Empathy
E1 0.854 0.714 0.937 0.920
E2 0.868
E3 0.829
E4 0.810
E5 0.814
E6 0.891
Table 3: Discriminant Validity Using Fornell-Lacker Criterion of Reflective

Constructs
VI F E BHV
Visiting 0.841
Intentions
Fear 0.080 0.784
Empathy 0.509 0. 369 0.845
Behavior 0.760 -0.098 0.460 0.861
Table 4: Discriminant Validity Using HTMT Ratios of Reflective Constructs

VI F E BHV
Visiting
Intentions
Fear 0.203
Empathy 0.572 0.466
Behavior 0.840 0.229 0.490

54
Table 5: Hypothesis Testing Results

Hypothesis Path p-value Standard Effect Decision
Coefficient error size
Direct
Effects
H1: VI 0.684 <0.001 0.071 0.568 Supported
BHV
H2: VI F 0.090 <0.137 0.082 0.008 Not
Supported
H3: VI E 0.511 <0.001 0.074 0.261 Supported
H4: F -0.148 <0.001 0.081 0.032 Not
BHV Supported
H5: E 0.135 <0.001 0.081 0.063 Supported
BHV
Indirect
Effects
VI F -0.012 0.419 0.059 0.009 Not

BHV Supported
VI E 0.059 0.155 0.058 0.046 Not
BHV Supported
Table 6: Common Method Bias, Predictive Relevance, and Coefficient of

Determination
Full collinearity Q2 R2
VI 2.609
BHV 1.315 0.026 0.008
F 1. 686 0.265 0.261
E 2.690 0.633 0.621
List of Figures

55
FEAR
VISITING
BEHAVIOR
INTENTION
EMPATHY
Figure 1: Conceptual Framework

56
Figure 2: The Structural Model with Parameter Estimate

57
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Visiting Intention in Dark Tourism and Behavior

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ROLE OF FEAR AND EMPATHY: TOURISTS’ VISITING INTENTION

AND BEHAVIOR IN DARK TOURISM SITES

DON HONORIO VENTURA STATE UNIVERSITY

THE PROBLEM AND ITS BACKGROUND

Tourism is considered a complex phenomenon involving a diverse range

recent decades (Seabra, Abrantes & Kastenholz, 2014). Moreover, tourists

visiting different destinations are no longer just related to beaches, beautiful

of 'pleasant diversion in pleasant places' is evolving and expanding into new

market demands that are more complex and unusual.

tourism, also known as thana tourism, blackspot tourism, or morbid tourism

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY

now considered a significant area of academic study, encompassing anthropology,

sociology, cultural studies, motivations, and ethics. 2009 (Bissell). In addition,

numerous tourist destinations are directly or indirectly related to death, such as

tourism location represents a historical event.

aware that they are all dark tourism destinations.

As the number of tourists in these locations has risen, personal

preferences, expectations, motivations, satisfaction, destination marketing, and

attractions, including educational purposes, entertainment, political reasons,

reminiscence, economic development (Stone, 2013), or as a reminder of our

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY

an online article written by Mazin (2019), he mentioned that dark tourism

tourists talk in la ow tone of voice.

The role of emotion in dark tourism is worthy of investigation and

develop emotional resilience as well as a strong sense of geopolitical orientation.

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY

approved emotions such as compassion, empathy, sorrow, national pride, or

victim are expected from most people.

2012), As self-efficacy contributes to explanations of various relationships

between beliefs, attitudes, intentions, and behavior. In comparison, self-efficacy

come back to that location (Wu & Cheng, 2010)

With that, dark tourism is thought to be emotionally laden (Nawijn &

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY

research is to ascertain the relationship between tourists' visiting intentions in dark

The Objective of the Study

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY

describe the visiting intentions and behavior of tourists in dark tourism

sites and further seek to observe the following specific objectives.

 To determine the tourists' intentions in visiting dark tourism sites in

 To describe the behavior of tourists in dark tourism sites of Baguio City

relationship to traveler behavior

 To observe the mediating role of fear and empathy in the relationship

between tourists' intentions and behaviors.

Statement of the Problem

People are now increasingly drawn to dark tourism destinations. Whereas

observation of the background of the study, the researchers, therefore, developed

and sought to answer the following:

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY

3. How may the relationship between tourists' visiting intentions and

Significance of the Study

provide more understanding to travelers, and it will broaden their knowledge in

sectors are expected to benefit.

intentions and behaviors of tourists in dark tourism locations.

Municipality of Baguio. This study will be helpful to the municipality of Baguio

locations in the area.

College of Hospitality and Tourism Management

DON HONORIO VENTURA STATE UNIVERSITY