ALLURE OF THANA TOURISM: UNVEILING MOTIVATION TO EXPLORE DARK SITE OF INTRAMUROS AND CULTURAL CENTER OF THE PHILIPPINES

Abstract

Thana tourism, or dark tourism, involves travel to sites associated with death, tragedy, and cultural memory. This study examines the motivations driving visitors to engage in dark tourism at two prominent Manila locations: Intramuros and the Cultural Center of the Philippines. It explores the roles of educational enrichment, emotional engagement, and identity exploration in shaping decisions to visit these historically significant sites. A descriptive survey design is employed, gathering data from 100 respondents selected via convenience sampling. Participants provided demographic information and rated their motivations for visiting each site, as well as the influence of digital marketing, guided tours, and special promotional events on their decisions. Responses were analyzed using descriptive statistics to identify key motivational factors and the effectiveness of promotional strategies. Educational enrichment emerged as the strongest motivator, with visitors citing a desire to learn about historical events and cultural significance. Emotional engagement through reflection on tragedy and loss and identity exploration via personal or cultural connections also scored highly. Promotional strategies such as targeted digital campaigns, immersive guided tours, and thematic events were reported to effectively attract visitors and enhance their experiences. The findings suggested that combining informative content with emotionally resonant programming drives engagement at dark tourism sites. As a result, enhancing digital outreach, enriching guided‑tour interactivity, and developing thematic events aligned with visitor interests were recommended to deepen educational and emotional engagement. These strategies support responsible and reflective tourism practices that respect the gravity of dark sites while enriching visitor experience.