A Cohort Analysis of the Perceived Market Potential of Thanatourism in Malaysia
Abstract
Thanatourism has witnessed growth both in terms of its commercialisation potential and significance as well as the scholarly attention accorded to the phenomenon. In Malaysia, the government has shown interest in developing thanatourism as a source of tourism revenue and a way to preserve the nation’s history and heritage. However, despite growing commercialisation interest and the enormous potential of thanatourism in the country, there is a paucity of scholarly works particularly within the context of examining the market potential of thanatourism in Malaysia from the local perspective across different generations. In light of this gap, this study advances the thanatourism literature within the Malaysian context by examining the locals’ understanding, acceptance, and perception of the market potential of thanatourism in Malaysia from a generational cohort perspective through a quantitative, descriptive, and one-off cross-sectional study. We sampled Malaysian adults aged 18 and above, utilised online surveys to collect data, and analysed 356 survey responses via descriptive analysis, independent-samples t-test, and Eta Squared calculations statistical tests. The study’s key findings revealed that older and younger individuals had previously heard about thanatourism but lacked a conceptual grasp of the phenomenon. Younger individuals tended to view thanatourism within the realm of supernaturalism since they primarily developed their knowledge about the phenomenon via entertainment-oriented, technology-driven social media platforms. They are also more enthusiastic and accepting of thanatourism and have a more positive outlook on its market potential. What is more, both older and younger individuals highly rated education as an important reason for developing thanatourism in Malaysia. They differed in their second reason for importance, where older individuals advocated commemoration and younger individuals supported entertainment. Theoretically, the study advanced the thanatourism literature in Malaysia by providing generational insights into the niche tourism area. Practically, it sheds light on the way locals perceive thanatourism to gauge their level of acceptance of sustainably developing thanatourism in the country. Based on the study’s findings, future study on the role of religious or traditional beliefs in influencing one’s level of acceptance toward thanatourism and perceived market potential of this niche tourism can be proposed.
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