“I would like to visit a bone chapel, but …”: facilitators, constraints, motivators and death anxiety

Abstract

Purpose The study aims to understand the relationship between facilitating, demoting, motivating factors and visit intention; and to clarify the role of death anxiety before visiting a dark exhibition. Design/methodology/approach Partial least squares structural equation modeling was adopted to analyze data from 426 potential visitors to the Capuchin Crypt in Rome (Italy). Findings Results demonstrate that dark fascination, prestige, reflection on death and mortality and interpersonal facilitators are the main drivers of visit intention, and structural constraints are the main demoting factors. Contrary to expectations, intrapersonal constraints have a positive influence on motivators and indirectly on visit intention, and death anxiety has mixed results. Research limitations/implications Data collection from only one dark exhibition requires that the generalization of the results must be done with care. Practical implications Conclusions enabled a better understanding of pre-trip tourist behavior, providing valuable suggestions for the communication strategy of Destination Management Organizations (DMOs) and site managers. Originality/value The study adopts a consolidated and empirical approach to studying facilitators, motivators, constraints and visit intention, as well as the effect of death anxiety. To the best of the author’s knowledge, this is the first study to develop a comprehensive investigation of these four constructs, whether at the darker or the lighter end of the dark tourism spectrum. Consequently, it offers a better understanding of lighter dark attractions, which allows DMOs and others to improve the communication of their tourism products.