Who visits the apartheid museum and why? An exploratory study of the motivations to visit a dark tourism site in South Africa

Abstract

Purpose This paper attempts to fill the gap that exists in research regarding visitor motivations at dark heritage sites. The purpose of this paper is to explore the motivations of visitors to the Hector Pieterson Memorial and Museum (HPMM) as an iconic dark site in South Africa to identify what motivates visitation and which demographic variables may have an influence on these motivators. Design/methodology/approach To achieve the goal of this research, 205 participants completed a self-administered questionnaire using a random sampling technique at the HPMM. A statistical analysis through the use of factor analysis revealed seven motivational factors. Findings Novelty and knowledge seeking, remembrance and curiosity were identified as the three main motives for visiting HPMM. Novelty and knowledge seeking was found to be the main motive that contradicted similar research done in other parts of the globe. Escape and relaxation, which is usually found to be one of the main motivators to heritage sites, was revealed to be one of the least motivators for this study. The results also identified significant relationships between demographic and motivator variables. Practical implications The findings of this study revealed that people visit the HPMM primarily for novelty and knowledge seeking, remembrance and respect for victims and curiosity. From the results, it is clear that visitors are driven to visit the site for different motives and that these motives, although common amongst visitors, differ from person to person subject to demographic differences. This study provides an improved understanding of dark tourism demand, which is essential for the sustainable development and promotion of sites in South Africa and globally commemorating people’s struggle against injustice and for democracy. Social implications South Africa is a country with a cosmopolitan history; however, the history associated with apartheid has only recently become topic of tourism research. This study provides a basis to better understand the type of tourist visiting these sites of historical sites, thus leading to better provision of services to visit such attractions. Originality/value This study is one of the first to delve into understanding the motivational typology of tourists to a tourism attraction in South Africa associated with the country’s Apartheid-era heritage. It provides an insight into enhancing the current fragmented understanding of dark tourism demand.

Does a visitor of dark sites have a dark personality?

“…A literature review and detailed insight into the relevant findings related to the concept of dark tourism consumption pointed out that the main subjects of the previously conducted studies were mostly focused on a dark tourism motivation and experiences (Çakar, 2020;Mangwane et al, 2019).…”

“…The seven reasons to visit dark tourism sites are: 1) for better understanding of the conflicts/wars of the 20 th century, 2) out of compassion for victims and survivors of conflicts/wars, 3) to pay tribute to all victims of conflicts/wars, 4) in memory of the victims from my family, 5) because of suggestions and experiences of friends and/or family, 6) to learn and experience something new and 7) out of sheer curiosity. The list of reasons was created based on the previous research on the topic of dark tourism (Çakar, 2020;Mangwane et al, 2019).…”

From children to seniors: is culture accessible to everyone?

“…Therefore, emphasize that young adults want exhibitions which are contemporary, topical and related to the latest trends. However, recent research (Mangwane et al, 2019) showed that young people still visit museums to learn about history. Regarding the most common reasons why young people do not visit individual cultural institutions, Mokhtar and Kasim (2011) found that one of the three most common reasons (other than lack of time and interest) is lack of information.…”

Commemoration or commodification? A stakeholder’s discourse around the establishment of the martyrdom museum

“…The history of this activity is rather long, yet the scholarly definition was created by Foley and Lennon in mid-nineties (e.g. Mangwane et al, 2019). Besides these terms, also "thanatotourism", "morbid tourism" or "grief tourism" are recognized in the literature (e.g.…”

“…Besides these terms, also "thanatotourism", "morbid tourism" or "grief tourism" are recognized in the literature (e.g. Mangwane et al, 2019). Museums can be dark tourism destinations and one-the Auschwitz-Birkenau State Museum is especially well known around the world (e.g.…”