The dark attractions of literature in Europe - marketing communication of dark literary tourist attractions connected to the two World Wars and the Cold War

Abstract

Dark literary tourism is a lesser-known subcategory of both dark tourism and literary tourism, incorporating elements from both in terms of attractiveness and tourist motivations. This study explores the impact of literary works and their film adaptations on the attractiveness of dark tourism destinations, particularly those related to the First and Second World Wars, and the Cold War, such as the Anne Frank House in Amsterdam. Utilizing a mixed-methods approach – combining analysis of the chosen sites’ websites and in-depth interviews with their visitors – the research examines how marketing strategies align with tourist motivations. Key findings show that curiosity and a desire for learning are primary motivations for visitors, with literature serving as a catalyst for a more emotional engagement. The relationship between consuming literary works, watching their film adaptations, and visiting related sites shows the storytelling’s role in shaping tourist behavior. This study provides insights for service providers and Destination Marketing Organizations on optimizing marketing strategies that incorporate literary elements. Recommendations are proposed to enhance historical remembrance through collaborations between book publishers, filmmakers, and tourist attractions, potentially including book tours to ensure the remembrance of the darkest side of history.