Capturing dark tourism through UGC: A qualitative content analysis of Instagram posts

Abstract

Over the last few decades, dark tourism has emerged as a significant phenomenon within the travel and tourism industry, driven by travelers seeking unique and immersive experiences that connect them with history and provide new perspectives on the world. By analysing user-generated content (UGC) on Instagram, this study investigates the role of Instagram posts in the co-creation of dark tourism meanings, narratives, and collective understandings. The findings reveal that Instagram content significantly contributes to the co-creation of dark tourism meanings by allowing users to share their personal experiences, emotions, and reflections, thereby actively participating in the discourse surrounding dark tourism. Through qualitative content analysis and basic frequency analysis of hashtags and locations, the study demonstrates that Instagram users document and narrate their visits to dark tourism sites, expressing personal impressions and engaging in broader meaning-making processes. Specific terms and themes identified in the content, such as cemeteries and abandoned places, highlight the diverse interests and framings expressed by Instagram users, contributing to the collective meaning-making around dark tourism. This research contributes to the body of knowledge on dark tourism by illustrating how UGC shared via Instagram contributes to the co-creation of dark tourism experiences, enhancing the design and delivery of more engaging and memorable dark tourism offerings.