The impact of experience on visitor transformation in the context of dark tourism: The case of Gallipoli

This study aims to explain the effects of visitors' emotional and cognitive experiences on behavioral transformation within the context of dark tourism, as well as the mediating role of transformative learning in this relationship. In this context, data were collected via surveys from 579 participants who visited the Gallipoli Peninsula, one of Turkey's prominent dark tourism destinations. The relationships between emotional experience, cognitive experience, transformative learning, and transformation variables were analyzed using structural equation modeling. The findings indicate that both emotional and cognitive experiences have significant effects on transformation and transformative learning. Furthermore, transformative learning was found to have a partial mediating role in the relationship between emotional and cognitive experiences and transformation. Accordingly, it was observed that dark tourism experiences not only evoke temporary emotional responses but also trigger lasting learning processes such as critical reflection, self-awareness, and the restructuring of personal value systems. The study demonstrates that dark tourism provides a powerful learning context that extends beyond historical information dissemination to contribute to both individual and societal transformation. In addition, the findings reveal that experiences leaving lasting impressions on visitors' interpretive frameworks may influence their future behaviors and attitudes. In this regard, it is crucial to design dark tourism destinations with content that is not only emotionally intense and meaningful but also supports visitors' personal reflection processes. Therefore, it is recommended that content aimed at destination management organizations and tour guides be restructured with narrative forms that promote critical thinking rather than being limited to the transmission of factual information. Prioritizing transformative learning-based experience designs at other destinations with similar themes will further enhance the transformative potential of tourism.