Developing a Model of Dark Tourism: A Systematic Thematic Analysis of Tsunami Museum Visitors in Aceh

Abstract

This study develops a conceptual model of dark tourism using the push–pull–mooring (PPM) framework in the context of the 2004 tsunami in Aceh, Indonesia. A systematic, deductive thematic analysis was undertaken with a multi-method design, integrating qualitative data from 252 Google Reviews and 376 survey responses. Twelve codes emerged, clustered into four themes: internal motivations (push factors), destination attributes (pull factors), considerations (mooring factors), and psychological consequences. The findings show dark tourism goes beyond visiting disaster sites, involving education, unique experiences, ethics, and psychological effects. This study contributes to the limited literature by developing a conceptual model that integrates the Push–Pull–Mooring (PPM) framework with psychological consequences in the context of dark tourism. The proposed model provides a strategic lens for governments and destination managers to design policies and experiences in disaster-prone areas, helping to transform disaster legacies into opportunities for learning, resilience-building, and sustainable development.