“PROBE 2024: ‘’Navigating Innovations in Tourism and Hospitality Management”.

Presenter No.: Program: BSTM

Dark Tourism in the Context of Cultural Heritage Sites: Motivations, Experiences and Stories of
the Tourist
1
Ronalyn Mae M. Lagmay, 2Cristine Joy L. Nolledo, 3Micca Ella Nono,
1
[email protected], [email protected], [email protected],
4
[email protected],[email protected]

Article Info Abstract

(This part This study investigates dark tourism within the context of cultural heritage
will be filled sites in the First District of Iloilo, focusing on the motivations, stories, and
by the experiences of tourists. The research aims to provide a nuanced understanding
Research of dark tourism motivations, stories, and experiences within the selected
Coordinator) cultural and heritage sites in the 1st District of Iloilo. Utilizing a qualitative
Article Tourism approach, the research explores how tourists' engagements with these sites are
driven by curiosity, a quest for deeper historical and cultural understanding,
Received: professional and educational interests, and the pervasive influence of social
media. The study reveals that the motivations behind dark tourism are
multifaceted, influenced by personal roles, identities, and connections to the
sites. A significant finding is the role of local legends and folklore in
Keywords enhancing the appeal of these cultural heritage sites. These stories, passed
down through generations, are dynamic and evolve, sometimes integrating
Dark tourism or new narratives to captivate tourists further. This storytelling tradition not only
thanatourism, enriches the sites' allure but also plays a crucial role in shaping the visitor
cultural heritage experience. Additionally, the research highlights the profound personal and
sites and its emotional connections tourists develop with heritage sites. These connections
nuanced are often forged through historical narratives, cultural practices, and personal
understanding on traditions, underscoring the complex relationships between individuals,
the selected sites in communities, and their historical and cultural legacies. The study concludes
First district of that these human connections to heritage and memory significantly enhance
Iloilo the overall visitor experience, contributing to a deeper appreciation and
preservation of cultural heritage.
 INTRODUCTION

Background of the Study

Humans have always been intrigued by death, perhaps due to a fascination with mortality
and what lies beyond. Dark tourism, drawing visitors to sites with grim histories, has gained
attention as a stimulating form of travel. In the First District of Iloilo, such sites hold captivating
narratives connecting visitors to past events. Each site, whether recounting haunting tales or
heroic war memorials, offers insights into human experiences and emotions.

The First District of Iloilo boasts numerous well-known sites with deep, often
undiscovered histories, such as the Vanishing Mansion in Guimbal, Cruz sa Balabago in
Tubungan, Puente de Britanico in Miagao, Songsongon Bridge in Igbaras, Campo Santo in San
Joaquin, and First Ambush in Tigbauan. Despite their negative historical backgrounds, these
sites attract tourists intrigued by their compelling stories. However, many stories remain untold
due to a lack of awareness among tourists.

Dark tourism presents a complex picture, with both positive and negative aspects. While
it can stimulate local economies and promote cultural preservation, it also raises ethical concerns
and potential psychological effects on visitors. On the other hand, there are concerns about the
commodification of tragedy, ethical considerations surrounding visitor behavior, and potential
negative psychological effects on tourists. This study aims to shed light on the motivations of
tourists engaging in dark histories, recognizing factors such as a fascination with death, a desire
for understanding, and the pursuit of personal growth.

Understanding these motivations is crucial for grasping the appeal and impact of dark
tourism in the First District of Iloilo. When visiting dark places tourists can experience a sense of
danger and fear, often, mixed with excitement (Buda, 2017; Yankowska & Hannam, 2016).
Indeed, fear and danger can make people feel alive, and as tourists engage with death and fear
from a safe space, they can affectively perceive the grandiosity and magnificence of what
happened, which can manifest in an emotion such as excitement, or catharsis (see also Causevic
& Lynch, 2018). These sites whereby tourists can express their desire to understand tragic, or
death-related events of the past (Yan et al., 2016). By delving into the past, tourists can confront
fear and danger from a safe distance, gaining insight into tragic events and honoring their
victims. This study aims to provide a nuanced understanding of dark tourism motivations,
stories, and experiences within the selected cultural and heritage sites in the 1st District of Iloilo.
Statement of the Problem

This study aims to provide a nuanced understanding of dark tourism motivations, stories,
and experiences within the selected cultural and heritage sites in the First District of Iloilo.
Specifically, they will answer the following questions:
1. What motivates you to engage in dark tourism at cultural heritage sites in the first district
of Iloilo?
2. What stories have you heard that catch your interest in visiting this cultural heritage site?
3. How do these motivations shape your stories and experiences?
4. What are your experiences in visiting cultural Heritage Sites related to death, accidents,
or disasters?

Assumption
Tourists engaging in dark tourism in Iloilo's First District are likely driven by
psychological needs such as autonomy, competence, and relatedness, as described by Self-
Determination Theory (SDT). These needs inspire them to explore dark sites, understand their
historical and cultural importance, and form connections through shared experiences and
storytelling. Flow Theory suggests that tourists achieve a state of deep engagement and
satisfaction when immersed in the history, atmosphere, and narratives of these cultural heritage
sites. Additionally, Roland Barthes' Theory highlights how tourists construct meaning and
identity through the stories encountered, shaping their perceptions of the past and influencing
their experiences. Motivations like curiosity about death and a desire for understanding guide the
narratives they seek and the emotions they feel. The overall experience varies based on
individual motivations, the stories encountered, and the depth of immersion in the site's historical
and cultural context.

Theoretical Framework
This study explores dark tourism, focusing on the psychological, experiential, and
narrative dimensions that shape visitor behavior at sites associated with death and tragedy. A
multifaceted theoretical framework integrates three key theories: Self-Determination Theory
(SDT) to examine tourist motivations, Flow Theory to analyze their immersive experiences, and
Roland Barthes' Theory to interpret the role of storytelling.
SDT highlights how autonomy, competence, and relatedness drive tourists' engagement
with cultural heritage sites tied to dark tourism. Flow Theory reveals how a state of deep
immersion in the site's history and atmosphere enhances satisfaction and enjoyment. Barthes'
Theory emphasizes the construction of meaning and identity through storytelling, showing how
narratives at these sites shape visitors' perceptions of the past and themselves.
Significance of the Study
This study was significant for it benefits the sectors and group of persons:
Students. This study provides students with insights into the motivations, experiences,
and narratives of dark tourism, enriching their understanding of cultural heritage and tourist
behavior.
Instructors. Instructors can use findings from this study to enhance teaching materials and
discussions related to dark tourism, fostering a deeper understanding among students.
University. The study contributes to the academic reputation of the university by
producing valuable research in the field of tourism studies, attracting scholars and students
interested in this area of inquiry.
Administrator. University administrators can leverage the study's findings to develop
policies and initiatives that promote responsible tourism practices and enhance the educational
experience for students.
Community. Offering insights into the impact of dark tourism on cultural heritage sites. It
enables informed decisions on site management, ensuring that the community's cultural and
emotional well-being is considered amidst the tourism activities.
Tourists. It helps develop their understanding of cultural heritage sites and encourages
them to engage more meaningfully with the local culture and history of a municipality.
Local Government Unit. This study can foster community involvement in tourism-related
activities, encouraging collaboration between local residents and authorities for site preservation
and management.
Department of Tourism. The study offers valuable insights for the Department of
Tourism, guiding future research, curriculum development, and industry engagement initiatives
in the field of dark tourism and cultural heritage management.
Future Researcher/s. The study will serve as a guide for researchers who are interested in
tourism, dark tourism, and cultural heritage, and they can use the study as a reference for further
research.

METHODOLOGY

Research Method
This study adopts a narrative research methodology to explore the motivations,
experiences, and perceptions of tourists engaging in dark tourism. Drawing on the narrative
approach proposed by Riessman (2018), the research design emphasizes the collection and
analysis of personal stories and accounts from tourists visiting dark tourism sites. Through in-
depth interviews and participant observation, the study seeks to uncover the underlying
narratives and meanings that tourists attribute to their experiences at these sites.
Setting of the Study
Miagao. Sulu Garden
Igbaras. Songsongon River
San Joaquin. Campo Santo
Guimbal. Vanishing Mansion
Tubungan. Cruz sa Balabago

Respondents of the Study

The selection criteria for respondents include:
a.) Tourist
b.) Age of participants
c.) Tourist who have visited the cultural heritage sites in the first District of Iloilo
d.) Visited the Selected Site

Data Gathering Procedures

Researchers conducted in-depth interviews with tourists and individuals connected to the
tragic history of the sites. Participants shared their experiences, emotions, and opinions related to
dark tourism. A formal request was made to the municipal mayor and the tourism department,
and participants were oriented about the process, provided consent, and scheduled for interviews.
Data on participants' demographics were also collected.

Data Processing Techniques:

Narrative Analysis. The primary method for examining participants' qualitative data.
Flow Theory. Identified moments of deep engagement and satisfaction within the narratives.
Self-Determination Theory (SDT). Explored intrinsic and extrinsic motivations linked to
autonomy, competence, and relatedness.
Roland Barthes' Narrative Analysis. Deconstructed stories to uncover narrative codes,
enigmas, and cultural symbols, analyzing structural elements like plotlines and imagery.
Steps in Analysis:
1. Transcription: Verbatim transcription of audio recordings to ensure accuracy.
2. Data Familiarization: Researchers repeatedly reviewed transcriptions to understand
participant narratives fully.
3. Theme Development: Iterative analysis led to the development of themes and sub-
themes, capturing key findings.
RESULTS AND DISCUSSIONS
Narratives
Theme 1: Exploration Motivation in Travel
The cultural heritage sites of Iloilo captivate visitors by intertwining rich local legends
and folklore, enhancing their historical and cultural significance. Kyla shared her fascination
with the mysterious mansion legends, emphasizing how such tales deepen her curiosity and drive
her to explore. Mae highlighted the faith-driven journeys of people to Tubungan, showcasing the
enduring spiritual and cultural connections tied to these sites. Together, these stories reveal how
folklore and shared beliefs enrich the allure of heritage sites, preserving their narratives for
future generations.

Theme 2: Tapestry of Local Legends

Visitors to cultural heritage and dark tourism sites experience profound personal and
academic growth, shaped by their diverse motivations. Karl shared how these visits deepened his
understanding of Filipino identity, highlighting unity and pride in shared heritage. Julie, a
tourism student, found such sites crucial for expanding her academic knowledge, especially
regarding dark tourism. Similarly, Watch connected his passion for heritage exploration to his
studies, emphasizing the alignment of these visits with his academic and personal interests.
These narratives reveal how heritage sites serve as transformative spaces, fostering both self-
discovery and intellectual enrichment.

Theme 3: Human Connection and Heritage Memory

Heritage sites transcend their historical significance, serving as emotional landscapes that
deeply connect visitors with their cultural identity and past. Mae’s visit evoked a heavy
emotional response tied to the site’s historical and cultural weight, illustrating how such places
resonate with personal and collective memories. Julie emphasized the stories embedded in these
locations, sharing how her visit to Campo Santo deepened her appreciation for local heritage and
inspired her to explore beyond mainstream attractions. These narratives underscore the role of
heritage sites in fostering emotional and historical connections, preserving cultural continuity,
and sustaining the intrigue that draws visitors to explore their storied pasts.
Theme 4: Preservation Through Engagement

Participants highlighted the vital role of engagement and education in preserving cultural
heritage, demonstrating how these sites inspire active stewardship. Kyla’s deepening interest in
dark tourism reflects how exploration fosters a commitment to promoting and understanding
heritage. Icy’s annual participation in candle-lighting rituals at a heritage site emphasizes the
importance of honoring the past and maintaining the site’s tranquility, fostering a collective
sense of identity. These accounts reveal that visitors not only gain knowledge from heritage sites
but also become advocates for their conservation, ensuring their stories and significance are
preserved for future generations.

Dark Tourism in the Context of Cultural Heritage Sites: Motivations, Stories, and
Experiences of the Tourists
Participants’ Motivation to Engage in Dark Tourism Sites

Theme 1: Exploration Motivation in Travel

Exploration
Motivation in Travel

Cultural
Dark Tourism Curiosity Seekers Engagement
Enthusiast through Travel

Participants were asked regarding the motivations behind their choice to engage in Dark
Tourism Sites in the First District of Iloilo. There is one participant for each Dark Tourism Site
in each municipality. Base on the participants’ response, exploration motivation in travel drives
them to visit such suites and there is a diverse reasons that motivates them to engage in Dark
Tourism Sites. Whether driven by a enthusiasm, curiosity seekers, or a desire to engage
themselves in culture and history, these motivations shape travelers' experiences and interactions
with the world around them. Their motivation stems from both curiosity and a desire to
document and share these experiences with a broader audience. Foley & Lennon (2019) highlight
that dark tourism sites, such as historical places associated with conflict and tragedy, attract
tourists due to their unique and somber history. This aligns with the motivations of the
participants who are intrigued by these sites.
These participants are driven by a deep sense of curiosity about the stories and
phenomena associated with dark tourism sites. Participants who identify as dark tourism
enthusiasts often exhibit a keen interest in exploring sites associated with death, tragedy, and
mystery. Karl, a staff member at NGO Loob, engages with dark tourism as part of his
professional responsibilities, aiming to educate international visitors about the Philippines'
history and social realities. Stone (2018) Stone identifies that enthusiasts are often driven by a
combination of educational purposes, personal enjoyment, and social influences.
“I am a staff at NGO Loob which you know we cater and we invite Japanese young
people here in the Philippines so that they would see our culture here and that they would learn
they would see the social problems that we have, social realities that we have and of course that
includes our history here in the Philippines. And of course specifically here in Iloilo City and so
that’s mainly what brought me to these places and this dark tourism tour programs because I
think without my line of work right now and without the organization I would not be able to see
these places and to hear these histories about the Philippine.”(Karl 11-19).
“It creeps me out, but eventually my Teacher assigned me to vlog about the destinations
of the municipality of San Joaquin, and one of the attractions there is the Campo Santo. So
actually, I was interested about their Campo Santo and curious since their campo Santo is quite
unique among other cemetery, and it has a deep story behind it.” (Julie 7-11).

Curiosity seekers are motivated by a desire to uncover the unknown and learn more about
the darker aspects of history and culture. Tourists seeks historical exposure of sites that can lead
to a deeper understanding, curiosity piqued from social media and contents they browsed
showing how digital media fuels her curiosity, and curious about various aspects that lead them
to seek for mysterious sites indicating a proactive approach to satisfy their curiosity. In the study
of Kang, Scott, Lee, and Ballantyne (2019), they emphasize that curiosity is a significant
motivator for visitors, driving them to engage with these locations to gain deeper historical and
cultural understanding. This aligns with the motivations identified among dark tourism
enthusiasts, curiosity seekers, and those seeking cultural engagement through travel.
“Daw want ko lang or akun hobby nga mag lagaw or mangita sa mga sights or mga
tourist spot nga duw mysterious or what. And then nag search ako sa google then ang una nga
nag pop up is sulu garden here in miagao and then uhm sulu garden diri siya gale naka locate
sa bridge which is ang bridge daw dinumaan na siya and uh tama ni siya daw ka ano bala ka
ano nga klase lugar like damu accidents or what and then sometimes my gapakita daw nga
mysterious creatures.” [I want or it’s my hobby to visit or look into sights or tourist spot that are
mysterious or what.. and then I searched in google then first that popped up is Sulu Garden here
in Miagao and then uhm Sulu Garden is where the bridge is located it is old and uh a place that
a lot of accident happened or what and sometimes there are mysterious creatures.] (Watch 7-
13).
“Kan-o mahilig guid ko mag lantaw ka mga creepy movies, mga scary na bala, kag sa
facebook man mahilig man ako mag browse kag mag basa-basa ka mga creepy kag scary nga
mga content. Kag ang akon nga friend na tuklasan ko man nga mahilig man tana, so duw na ano
gd ako nga, ay may kasabay na ako mag storya or like mag explore ka mga creepy pa guid kay
may imaw na ako.”[I really like to watch creepy movies, those scary one, and on Facebook I
also like browsing and reading creepy and scary contents. And also my friend when I knew that
she also likes those I was also since I have someone to tell stories with or like explore on more
creepy since I have someone with same interest.](Kyla 7-11).
Participants’ motivation to engage in dark tourism sites are motivated by the opportunity
to engage with and learn about the cultural and historical aspects of the destinations they visit.
This form of tourism allows them to connect with the local culture, understand historical
contexts, and participate in traditional practices. David (2018) discusses the importance of
cultural heritage sites in preserving and promoting a nation's history and culture. This is reflected
in the participants' motivations to visit and learn from these culturally significant sites.
“Migo ko ga road trip kami kaisa so may nabatian kami nga mga ano mga story kag
mga post bala sa facebook nga duw gapa engage nga mag kadto sa balabago kay may
something nga ritual-ritual nga may gakatabo didto so duw na ano kami na ingganyo nga mag
kadtu didto para ano para ma experience man namun nga ano e kung ano gd man bala
nagakatabu didto so nag kadto kami didto sa balabago.” [My boyfriend and I are having a road
trip sometimes, so we heard stories and psots on facebook like they are engaging us to visit the
Balabago because there us something rituals that are executed there so we are also like to
engage for us to experience if what is really happening there so we came there in Balabago.]
(Mae 5-9).
The participants' motivations for engaging in dark tourism are in Exploration Motivation
in travel, encompassing professional obligations, personal interests, social media influence,
curiosity, and (this is supported by the study of Smith and Brown (2020) highlights that many
travelers are drawn to dark tourism sites out of a deep curiosity about death, tragedy, and
historical events.

Theme 2: Tapestry of Local Legends

Tapestry of
Local Legends

Historical
Folklore and Narratives Personal
Myths Heard Stories Connections

The tapestry of local legend woven throughout the First District of Iloilo cultural heritage
sites reflects a rich cultural heritage deeply intertwined with folklore, historical narratives, and
personal connections. These sites are not merely repositories of history but living landscapes
where the past resonates with the present through stories passed down from generation to
generation. Visitors are drawn to these sites by the allure of mythical tales, the weight of
historical events, and the opportunity to connect with their own heritage. Through exploration
and engagement, individuals forge personal connections to these sites, becoming stewards of
their preservation and ambassadors of their stories. The convergence of folklore, history, and
personal experience creates a vibrant tapestry that enriches the cultural landscape of the
Philippines and invites visitors to become part of its living history. According to Fonte's study
investigates the motivations and experiences of tourists engaging in dark tourism activities in the
Philippines. The research highlights the significance of folklore and historical narratives in
enriching the visitor experience, emphasizing how these elements contribute to the cultural
landscape of the destination (Fonte, A. 2021).
The rich oral traditions and mythical beliefs surrounding local heritage sites. Residents
and visitors alike share captivating stories of mythical creatures, supernatural occurrences, and
annual rituals that have been passed down through generations. Base on the Participants’
response, they are drawn and intrigued too the stories they heard. These tales add a layer of
mystique to the sites, drawing visitors who are fascinated by the intersection of history, legend,
and the supernatural. The presence of folklore and myth enhances the overall experience of
exploring these sites, inviting visitors to immerse themselves in the cultural fabric of the region
and appreciate its unique heritage. Karlsson, A., & Mae, L. (2020) in their qualitative analysis of
visitor experiences at dark tourism sites, Karlsson and Mae highlight the role of oral traditions in
enhancing the visitor experience. They discuss how captivating stories of mythical creatures and
supernatural occurrences contribute to the overall mystique of heritage sites, drawing visitors
who are intrigued by the intersection of history, legend, and the supernatural.
“Okay amo to gane nag search kami mung no nakita namun sa Facebook nga we've
heard sa iya kang negros kag panay nga naga kadto da sila kuno sa balabago tubungan para
mag held kang ritual or for thanksgiving so para ma experience namun nag kadtu kami didto
tapos pagkadto namun didto.” [Okay so we searched and we saw on Facebook and we’ve
heared of Negros and Panay that they go in Balabago in Tubungan to held their rituals for
thanksgiving and for us to experience so we go there.] (Mae 12-15).
In shaping the identity and significance of local heritage sites, these historical narrative
stories often recount significant events, acts of bravery, and resistance against invaders that have
left indelible marks on the cultural heritage sites. Through these narratives, visitors gain a deeper
understanding of the historical context and cultural heritage of the sites, forging connections to
the past and honoring the sacrifices of those who came before. By preserving and sharing these
stories, communities ensure that their heritage remains alive and relevant, contributing to a sense
of pride and collective memory. On the participants’ response is a proof that these stories are
being passed from generations and generations and are still alive and creates history of the site.
In Seaton, A. V. (2018) his comprehensive analysis of dark tourism, he examines the role of
historical narratives in shaping the identity and significance of heritage sites. He discusses how
stories of significant events, acts of bravery, and resistance against invaders contribute to the
cultural heritage of these sites.
“Okay I was really struck by which is had ah Nanay Maria tell us her stories on what she
experienced here in cause she lives here in the same vicinity as the first ambush area. And so
how what really caught me was how you know we Filipinos use to always think we’re the weaker
and inferior raise than Japan, but the fact that Filipinos of civilian Filipinos came together to
ambush incoming Japanese forces. It really caught my attention on how we Filipinos can really
get together, be united, and stand up for what we want to protect.” (Karl 22-29).
“Na batian ko kauna sa KMJS (Kapuso mo Jessica Soho) lawid na to ang anda nga
balita kato. Nagkadto sanda jan sa Guimbal para lantawon ang Vanishing Mansion sa tubang
ka eskwelahan ka Guimbal.”[I heared before at KMJS (Kapuso mo Jessica Soho) the news was
a long time ago. They visited there in Guimbal to see that Vanishing Manshion in front of the
school of Guimbal.] (Kyla 14-16).
 “Damo di gale gakalatabu nga incidinte or mga vehicular accidents and sometimes daw
may gapakita di nga mga mythical creatures like whitelady or biskan ano nga creatures and
then um ang muni gale nga bridge which is um sa Spanish war paninor sa spanish time pani nga
diri nag kalatabu ang nga patyanay.” [There are a lot of incidents happened or vehicular
accidents and sometimes there’s a myhthical creature showing or like white lady or any
creatures showing and this bridge is from Spanish war, Spanish time that there are massacre
happened.] (Watch 19-22).
Personal connections to local heritage sites are forged through curiosity, exploration, and
direct experiences. Individuals express a sense of ownership and pride in their heritage as they
uncover stories, conduct research, and share their findings with others. Social media and media
coverage serve as platforms for discovery, amplifying the narratives and drawing attention to the
sites. Visitors feel a profound connection to the history, culture, and folklore of the region,
fostering a sense of belonging and stewardship. These personal connections enrich the visitor
experience and contribute to the preservation and promotion of local heritage for future
generations. Fonte, M. (2021) examines the motivations and experiences of tourists engaging in
dark tourism activities in the Philippines. Fonte finds that personal connections to heritage sites
are often sparked by curiosity and deepened through direct experiences.
“To visit that river kay syempre to ano mag sindi ka kandila ridto kay te syempre te
syempre ang akun manong kauna ridto man one of the unknown hero is of Songsongon tragedy
so amo ako ridto and then to pray nga he would guide us always.”[to visit that river of course to
lighting the candle there and of course my older brother is one of the unknown hero is of
Songsongon tragedy so that’s the reason I go there and pray that he will guide us always.] (Icy
6-9).
“Kunwari bi may ilubong, ridjan kara gina butang ang lungon kag jan man nanda gina
held ang pabalon nga prayer before nanda ilubong ang isa ka napatay.” [For example they will
burry, they put the coffin there and they will held a prayer before they bury the dead.] (Julie 17-
19).
“How you know we Filipinos use to always think we’re the weaker and inferior raise
than Japan, but the fact that Filipinos of civilian Filipinos came together to ambush (ah)
incoming Japanese forces. It really caught my attention on how we Filipinos can really get
together, be united, and stand up for what we want to protect.”(Karl 25-29).
Theme 3: Motivational Dynamics

Motivational
Dynamics

Personal Academic and Emotional

Growth and Career Exploration Resilience and
Transformation Personal Bonds

The rich cultural past of the Philippines is reflected in the tapestry of local legend woven
across its heritage sites. This cultural legacy is intricately linked with folklore, past events, and
relationships between people. These locations are more than just historical archives; they are
dynamic landscapes where, via oral traditions, the past and present are brought to life. Personal
growth and transformation, academic and career exploration, and emotional resilience and
personal bonds are the highlight the diverse ways in which people interact with and derive
meaning from these dark tourism sites in the context of cultural heritage.
Timothy and Boyd draw attention to how heritage sites help people feel proud of who
they are, which has a significant positive impact on personal development. People can change
their perspective of themselves and their communities by reflecting on their roots through
engaging with historical narratives and cultural heritage. Their experience and engagement
enrich them by providing an immersive encounters that can lead to their personal growth and a
shift in perspective.
“That really change my (my) or affected my mindset about us Filipinos no matter how
simple our lives are, no matter where we live, we can really come together as one. And also ah
towards the Japanese ah. Even though you know ah we used to see them as a very uhm scary
race of people ah who used to attack our country.” (Karl 35-38).
“May tawo gid ya bala nga grabe ang faith grabe and grabe ang ila nga ano grabe ang
paniniwala nga ga travel sila pakadtu sa tubungan or biskan ano pa na kalawid ang destination
nila basta naka lab-ot lang sanda didto.” [There are people that has a strong faith and has
strong beliefs. They travel going to Tubungan even on how far the destination is just to go
there.] (Mae 22-25).
“Nadugangan pa guid ang akon interest sa dark tourism kag na encourage pa guid ako
nga mag explore deeper sa mga dark tourism ka ja, sa mga scary nga mga heritage.” [My
interest increased in dark tourism and I was encouraged for more to explore deeper on these
dark tourism, into scary heritages.] (Kyla 25-27).
A motivations intersect with their academic and career pursuits. Academic and Career
Exploration explore how participants interests in specific activities align with their educational
and professional goals, shaping their academic and career paths. Timothy and Boyd emphasize
the role of heritage sites as educational resources. (Timothy & Boyd 2018) the sites provides a
unique learning opportunities that extend beyond traditional academic settings, influencing
career interests and academic pursuits.
 “Daku guid ni siya nga impact especially sa knowledge ko in line siya sa course ko and
most especially hobby ko ang mangita sang mga amo ni nga lugar” [it has a huge impact
especially in my knowledge since it is in line on my course and most especially it is my hobby to
seek in these kind of place] (Watch 24-26).
“As a tourism student bag-o lang sa pandinig ko ang dark tourism sa mga Cultural
Heritage Site, kay kung mag hambal kita nga Cultural Heritage Site about tana sa mga
Espanyol kag mga Hapones nga nag sakop sa atun during World War II.” [As a tourism student
I just heard about the dark tourism in cultural Heritage site, since if we say cultural heritage site
it is about Espanyols and Japanese when we are colonized during World War II.] (Julie 24-16).
“So as a tourism student tas am ano pagid jan ang migo ko ga roadtrip kami na bala
haw like pampalipas oras amo to nakalab-ot kami sa balabago sa tubungan.” [So as a tourism
student and also my partner and I are doing roadtrips and like it is our past time during that
time and we reached there at Balabago Tubungan.] (Mae 17-18).
Emotional and interpersonal aspects of individuals' motivations has a huge impact for
one's self. Participants expressed their emotional resilience as they explores how their
motivations for certain activities, such as visiting cultural sites or engaging in rituals, are
intertwined with their emotional resilience and personal relationships. McKercher, Ho, & du
Cros (2017) highlight that heritage sites play a crucial role in community bonding and emotional
resilience. Participating in shared cultural practices and rituals strengthens familial and
community ties, fostering a collective identity and emotional well-being. Personal connections
and emotional bonds are strengthened through engaging narratives and experiences at heritage
sites. These connections enhance emotional resilience by providing a deeper sense of belonging
and continuity.
“Kay duw every year naga pangayo run tana gid ang river ka ana nga ano nga duw buhi
nga bul-on so amo ra ang ano. So kang natabo ang tragedy I felt sad guid because si manong
before ah one of the providers sa may balay so since nga nadura tana ah jan ko na ano sa self
ko nga hambal ko even nga nadura tana ah kang tragedy nga to” [ since every year the river is
asking something like a life they would take, so when that tragedy happened I felt sad because
my older brother before is one of the providers to us, when he left us I told myself he left us
because of that tragedy] (Icy 15-19).
“As a tourist, gusto ko guid ma man-an kung ano ang history kang amo ka ja nga
heritage kay duw hindi guid ako maliwanagan, gusto ko guid may ma explain sa akon bala kung
ano gd ja. Naga may amo ka ja? May nakakita guid bala ka mansion ka ja? Na engganyo man
ako kay duro ang ga kadto to kag ga papicture kay tungod sa mga local nga taga ridto nga ga
hambal nga tuod kuno nga may nakita kuno sanda.” [As a tourist, I really want to know if what
the histories of these heritage are since I want to be enlightened and there will be an explanation
to me if what it really is. There’s a place like this? Did they really saw the mansion? I was
engaged also since there are a lot who came there to take pictures since the locals there are
saying that the stories are true and they really saw it.] (Kyla 21-25).
 Human motivation is a complex and multifaceted phenomenon that drives individuals to
engage in a wide array of activities and experiences. Diverse motivations that drive individuals
to engage in various activities and experiences, including personal growth, academic and career
exploration, emotional resilience, and personal bonds. It highlights the multifaceted nature of
human motivation and its impact on shaping individuals' stories and experiences. A study by
Timothy & Boyd (2003) emphasizes the importance of heritage sites as dynamic entities that
foster personal connections, cultural understanding, and community pride. The narratives and
experiences associated with these sites contribute to their significance, encouraging both
preservation and active engagement from visitors and locals alike.

Theme 4: Human Connection and Heritaeg Memory

Human and
Connections to
Heritage and
History

Cultural and Rituals and

Emotional Impact Historical Impact Traditions

People engage with their heritage, be it through familial traditions, cultural practices, or
historical narratives. "Human Connections to Heritage and Memory" encompasses the intricate
ties individuals and communities maintain with their cultural legacies and past experiences. This
is based on the experiences of the participants which had three categories: Emotional Impact,
Cultural and Historical Impact, and Rituals and Traditions.
Participants frequently described profound emotional experiences when visiting heritage
sites. Emotional impact it captures the profound emotional responses and personal reflections
individuals experience when visiting cultural heritage sites associated with death, accidents, and
disasters. Emotional impact emphasizes how these visits affect their emotional state and personal
outlook, often evoking feelings of sadness, heaviness, and contemplation. Timothy and Boyd
(2018) discuss the powerful emotional responses elicited by heritage sites. These places often
evoke strong feelings of nostalgia, sadness, and pride, contributing to their significance and the
visitor's emotional connection to their history.
“Ang na experience ko didto pagsulod ko pa lang bala like duw du ma ano mo guid bala
ang negative energy nga ka bug-at nga duw ga lingin ulo mo na bala tapos sang nag dugayan ko
didto basta duw indi nagid ya mag halin sa isip ko nga ka bug-at kag gusto ko na mag halin”
[I’ve experienced there when I enter I feel like there’s a negative energy and its heavy and my
head having a tension, I couldn’t remove in my head the heaviness and I really want to get
out.]” (Mae 31-34).
 The interviews revealed that participants gained deeper insights into cultural and
historical contexts through their visits. The deep understanding and knowledge individuals gain
about cultural practices, historical events, and the significance of heritage sites, revealing the
stories and legacies that shape communal identities. Cultural and Historical Insights reflects the
desire to understand and preserve cultural heritage and the historical context surrounding these
sites, revealing stories and legacies that shape communal identities. Heritage tourism, as
highlighted by Timothy and Boyd (2018), allows visitors to engage with the past meaningfully.
This engagement fosters a deeper understanding of historical events and cultural practices,
enriching visitors' knowledge and appreciation of their heritage.

“Uhm specially sa akun bala nga life or sa akun bala nga ah uhm sa gin hambal ko man
kagina sa akun nga course so amo to dako guid siya nga experience kay at least bala subong pa
lang na feel ko na or na gets ko na or ano bala ang gina tawag nga dark tourism ano bala ang
gina tawag nga tourist spot”[Uhm especially in my life or in my uhm I’ve said earlier on my
course so it had a huge experience since at least at this time I can feel or I know what dark
tourism called is or what is a tourist spot.](Watch 29-32).
“After visiting the Campo Santo, it made me realize nga ang destination is hindi lang
tana basta-basta destination, but there's always a story behind it. And it made me wants to
explore and deepen my knowledge not just sa mga attraction nga sikat, but also sa mga local
heritage nga gina preserve kang different municipalities.” [After visiting Campo Santo, it made
me realize that a destination is not just a destination, but there’s always a story behind it. And it
made me want to explore and deepen my knowledge not just on the attraction that are famous
but also to the local heritage that is being preserved by municipalities.] (Julie 32-35).
Rituals and traditions emerged as crucial elements connecting visitors to their heritage.
Participants described participating in annual ceremonies and rituals, which reinforced their
cultural identity and continuity.
“Ah umpisa nga natabuan ang tragedy nga umpisa nga every year naga kadtu gid ako
ridto to participate in their candle lighting nga mga ceremony kay te gani since nga ano nga ga
every year duw ka famous run nga gina buol nga kabuhi ang songsongon river so... ah it feels
like duw ka sad lang and then daw ka subo lang gid ky te syempre ra bala more likely dapat is
that river is supposed to be dapat malinong run tana and jan sa natabu every year te rako rako
nga mga accidents nga natabo so duw ka budlay i-deal actually.” [Ah when the tragedy
happened it started that every year I always go there to participate in their candle lighting
ceremony since every yea this event is famous since the Songsongon River is asking for a life so..
Ah it feels like it is sad and then a discouraged since of course more likely that river supposed to
be peaceful and every year there are a lot of accidents happened there so it is really hard to deal
actually] ( Icy 25-31).
Narratives

This study uncovers the multifaceted motivations behind dark tourism, illustrating how
personal interests, academic pursuits, emotional connections, and professional goals intersect in
visits to heritage sites associated with death, tragedy, and conflict. Drawing from scholars like
Foley & Lennon (2019) and Stone (2018), participants like Kyla and Julie highlighted their
curiosity about the darker aspects of history, influenced by social media and academic interests.
This aligns with Barthes' concept of "action codes," where narratives link personal journeys to
broader cultural and historical contexts. Heritage sites, as Timothy & Boyd (2018) argue, provide
immersive learning experiences, enriching both personal growth and academic aspirations.

The study emphasizes the importance of storytelling and folklore in enhancing the visitor
experience. Participants like Mae and Kyla found deeper emotional and historical connections
through legends tied to sites such as the Songsongon River and Campo Santo. Fonte (2021)
supports this, noting that folklore infuses sites with cultural significance, creating a personal and
emotional journey that bridges past and present.

Emotional engagement emerged as a central theme, with participants experiencing

feelings of pride, nostalgia, and sadness. Mae’s encounter with an emotionally heavy atmosphere
and Icy’s participation in candle-lighting rituals illustrate how heritage sites foster introspection
and a connection to cultural identity. Tarlow (2019) suggests that such emotional experiences
deepen bonds with heritage and contribute to a sense of continuity and resilience within
communities.

Additionally, the study reveals how heritage visits align with career aspirations,
particularly for tourism students like Watch. These experiences provide practical insights,
enriching academic knowledge and professional development, echoing Timothy & Boyd’s
(2018) assertion that heritage sites are invaluable educational resources.

The study positions dark tourism as a holistic experience that integrates emotional,
academic, and cultural dimensions. By connecting individuals to historical narratives, fostering
personal growth, and building community identity, dark tourism offers a profound way to
preserve cultural heritage. The findings suggest that tourism planners should consider these
diverse motivations to design experiences that resonate deeply, ensuring both the preservation of
cultural narratives and the enrichment of visitors’ lives.

Summary
 This study explored dark tourism in Iloilo's First District, focusing on tourists’
motivations, experiences, and connections to cultural heritage sites. Four key themes emerged:
Exploration Motivation in Travel, Tapestry of Local Legends, Motivational Dynamics, and
Human Connection and Heritage Memory. Participants were motivated by factors such as social
media, personal interests, curiosity, and professional obligations. They expressed a deep
fascination with historical and cultural narratives of destruction and tragedy, aligning with
previous findings by Foley & Lennon (2019) and Stone (2018), which highlighted motivations
rooted in social influences, education, and personal delight. Cultural heritage sites were revealed
as "living landscapes" where past and present intersect, enriched by legends and personal
connections. This aligns with Fonte (2021), who emphasized folklore's role in enhancing tourism
experiences. Emotional resilience, academic growth, and personal development were central
motivations, echoing Timothy and Boyd's (2018) findings on the educational value of heritage
tourism. The study highlighted how community traditions and shared rituals foster emotional
resilience and a sense of belonging. Participants’ immersive experiences provided profound
insights into culture and history, eliciting strong emotional connections to their heritage and
personal growth.

Conclusion

Dark tourism at cultural heritage sites in Iloilo's First District reflects a multifaceted
interplay of motivations, stories, and experiences that deeply engage visitors. Tourists are drawn
to these sites by diverse factors such as curiosity, a desire for historical and cultural
understanding, professional and educational interests, and the influence of social media.
Curiosity emerges as a key motivator, with visitors fascinated by the darker aspects of history
and inspired to document and share their experiences. This interest is often fueled by social
media, which amplifies the intrigue of the sites. Beyond curiosity, many tourists are motivated
by a desire to engage meaningfully with the past, deepening their appreciation of the historical
and cultural contexts that shape these locations.
Local legends and folklore significantly enhance the appeal of these sites. These dynamic
narratives, which evolve with each generation, connect visitors to the cultural and historical
fabric of the region, adding depth and intrigue to their experiences.
Personal and emotional connections further enrich the visitor experience. Many
participants reported profound feelings of sadness, pride, and nostalgia tied to historical events,
cultural customs, and personal traditions. These emotional responses foster deeper engagement
and underscore the importance of heritage memory in shaping visitors’ interactions with the
sites.
The study highlights how dark tourism intertwines individual curiosity, cultural
narratives, and emotional connections, creating meaningful experiences that contribute to
preserving and promoting cultural heritage. By engaging with these sites, visitors not only
connect with the past but also play a role in sustaining cultural legacies for future generations.

Self-Determination Theory (SDT)

 Tourists’ motivations align with SDT’s psychological needs: autonomy, competence, and
relatedness. Visitors demonstrate autonomy by choosing to visit these sites out of curiosity and
personal interest, such as exploring historical and enigmatic locations. Competence is evident in
their desire to learn and share knowledge about the cultural and historical significance of these
sites, reflected in activities like vlogging or professional roles in heritage education. Relatedness
is fostered through shared experiences and storytelling, as seen in friendships formed and
connections built around mutual interests. Social media plays a pivotal role in sparking curiosity
and promoting cultural engagement, further driving visitors to explore dark tourism destinations.

Roland Barthes’ Theory

Storytelling plays a critical role in shaping tourists' identities and their connection to
cultural heritage sites. Visitors interact with myths, legends, and historical narratives, creating
personal and cultural meanings. Stories passed through generations enhance tourists’
understanding of local history and foster pride in their heritage. For example, rituals and folklore
provide participants with a sense of belonging and stewardship over cultural traditions. This
storytelling dynamic not only enriches the visitor experience but also ensures the preservation of
local narratives, contributing to a collective memory and cultural continuity.

Flow Theory

Dark tourism experiences evoke intense emotional engagement, aligning with Flow
Theory’s concept of deep immersion. Participants often experience states of "flow" when
emotionally and intellectually absorbed in their interactions with cultural sites. Activities such as
participating in annual rituals, exploring historical narratives, or reflecting on past tragedies elicit
profound emotions ranging from thrill to melancholy. These emotional and cultural engagements
deepen visitors’ understanding of heritage sites while fostering personal growth and cultural
connection.
Recommendations

Based on the findings, several recommendations can be made to enhance the

management and promotion of dark tourism sites in Iloilo:

Enhance Interpretative Materials

Develop comprehensive and engaging interpretative materials that highlight the historical
and cultural significance of dark tourism sites. This could include brochures, guided tours, and
interactive exhibits that cater to the diverse motivations of visitors.

Leverage Digital Media

Utilize social media and digital platforms to share compelling stories and legends
associated with dark tourism sites. This can help attract curiosity seekers and those interested in
cultural heritage.

Promote Educational Programs

Collaborate with educational institutions to incorporate dark tourism sites into academic
programs. This can provide students with hands-on learning experiences that align with their
academic and career interests.

Preserve and Share Local Legends

Work with local communities to document and share folklore and oral histories. This not
only preserves cultural heritage but also enriches the visitor experience by providing deeper
insights into the local culture.

Foster Community Engagement

Engage local communities in the preservation and promotion of dark tourism sites.
Encourage participation in rituals and traditions, and involve locals in storytelling and guided
tours to create a more authentic and immersive experience for visitors.

Support Emotional and Mental Well-being

Recognize the emotional impact of visiting dark tourism sites and provide support for
visitors. This could include offering reflective spaces, providing counseling resources, and
ensuring that interpretative materials are sensitive to the emotional responses these sites may
evoke. By implementing these recommendations, the management and promotion of dark
tourism sites in the First District of Iloilo can be enhanced, providing meaningful and enriching
experiences for visitors while preserving and honoring the cultural heritage of the region.