Storytelling in Dark Tourism: The Role of Flow Experience and National Identity

In the domain of dark tourism, storytelling serves a dual purpose: it preserves and interprets cultural and historical significance while providing a context that shapes tourists’ experiences. Flow experience is characterized as the optimal state of tourist engagement, deepening the connection between tourists and the content presented at dark tourism destinations. The notion of national identity sheds light on the interplay between tourists’ personal identities and dark tourism destinations, shaping their perception of such experiences. Within the framework of this study, four salient attributes of storytelling in dark tourism were highlighted: emotionality, uniqueness, descriptiveness, and educability. Subsequently, the interconnections among dark tourism storytelling, behavioral intention, flow experience, and national identity were explored using structural equation modeling. Empirical results underscored the pronounced influence of dark tourism storytelling on tourists’ behavioral intentions. Additionally, this research elucidated both the mediating role of flow experience and the moderating role of national identity in this relationship. These findings significantly enriched the theoretical comprehension of dark tourism and storytelling, offering valuable insights for management strategies in dark tourism destinations.