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Opinion Piece New approaches to dark tourism inquiry A response to Isaac Jeffrey S Podoshen a Susan A Andrzejewskib Vivek Venkateshc d Jason Walline aDepartment of Business Organizations and Society Franklin and Marshall College 415 Harrisburg Avenue Lancaster PA 17603 USA bMartin V Smith School of Business Fillis 2014 approaches fi nd themselves pigeon holed in a scholarly realm that is very much dominated by the positivist disposition Askegaard 2014 To this we have to ask what is systematic and what is structure Further we have to ask if critiques based on positivist integration lead dark tourism scholarship down an inevitable fi eld of narrow positivism and normative centeredness with a crowding out of alternative techniques and traditions While the fi eld of tourism is ripe with positivist infl uence and perspective and integrated with theory and inquiryfrommanagementscienceandrelateddisciplinesthatrelyon experiments measurement and a quest for objective truth it is welcomingtoseedebateanddiscussionaboutscholarlymethodsthat search for alternative insights and perspectives The pages of Tourism Management are no stranger to these controversies see Ryan 2011 Shepherd 2011 and the editorship should be applau ded for seeking articles that embrace post modernism construc tivismandinterpretativeresearch Unfortunately Tourism Management is in the minority of tourism journals and adding to the problem is that qualifi ed reviewers with expert knowledge of inter pretativismandnon normalscience arefewandfarbetween Often times the review process for interpretative pieces is steered toward positivist objectivity e which results in a rather untenable situation for researcher reviewer and the greater fi eld of tourism Thankfully interested scholars can borrow theory building techniques insights andnovelapproachesfromrelateddisciplinesandtraditions suchas CCT that have already paved a path In terms of understanding dark tourism and its trajectory through the modern consumption milieu Foley and Lennon 1996 Lennon and Foley 1999 Stone 2006 2009 and Stone and Sharpley 2008 have paved a path of introspection and refl ection that have offered incredible insight into the human condition This pathofintrospection however isonlygoingtomoveforwardwitha richer and deeper understanding from a blending and bridging of disciplinary techniques and knowledge Levy s recent work 2015 amplifi es the discourse about research methodology that is much more wide sweeping than narrow methods such as survey deploy mentandexperimentation HarkeningbacktoMead 1934 Levy in press explains that consumption such as the consumption of death research needs to focus on integration from a variety of sources and that the researchers need to immerse themselves in all aspects of the environment and not over rely on scales of economy and aggregate behaviors To us such a call favours triangulation of data sources adoption of both emic insider and etic outsider perspectivesindescriptionofphenomena aswellasawillingnessto consider humanist perspectives in the analysis of consumption rit uals in the context of dark tourism This follows Park 2012 call for an increase in acceptance of alternative research methods and an uptick in participant observation based methods in some of the top tourism journals see Lugosi 2014 Reijnders 2011 2 Emotions e a closer look Isaac 2015 adds some valuable thoughts to emotion in tourism experiences We however want to delve a bit deeper on the role of emotion in dark tourism and dystopian dark tourism Specially Isaac 2015 mentions that hedonic sites are the converse to dark sites In our conceptualization of emotion we view the hedonic dimension of emotionasrangingfromextremelypositivetoextremelynegative In short wearenotsuggestingthattouristsareonlyexperiencing dark emotions Instead the DDT model suggests that emotional contagion among consumers may also center on shared not necessarily nega tive emotions simulation e g sharing the experience of the excitement of fl eeing a crime scene etc Similarly Isaac 2015 sug gests that feelings are short lived immediate reactions or a more long term mind set changing emotion In our conceptualization of emotion emotion refers to states that last a relatively short period of time whereas moods may last hours days weeks and anything lasting longer probably refers to emotional disorders or personality traits Oatley Keltner however most agree that emotions serve important social functions and that they help individuals to attain their goals Oatley et al 2006 The emotions in our DDT model serve a social function of bringing people together in response to shared experience and allow people to pursue their goals by making sense of the dystopia through that experience More recently Gross and Feldman Barrett 2011 argue that all theories of emotion agree that emotion includes a collection of psychological states that encompass subjective experience expressive behavior e g nonverbal and verbal behavior and peripheral physiological responses e g heart rate breathing etc Again this further supports our conceptualization as we discuss subjective experience in DDT as reported by the tourists expressive behavior which we note and the peripheral physiological responses are also included in the text e g grimacing gagging etc 3 Utopia dystopia and Isolation We appreciate the additional insight that Isaac 2015 has offered about utopia and dystopia in Every Utopia Turns Into Dystopia Where we disagree is regarding the implied isolation of dystopia as a concept Referring to our model in Podoshen et al 2015 we present the cultural fascination with utopia dystopia as a construct on the outer layer of model e encompassing the model s process and acting as a relational bridge between death and society and dystopian dark tourism consumption This for us was a deliberate attempt to explicate dystopia and utopia as enveloping curiosity present in the human condition that underlies a larger process e not an isolated variable nor simply a rejection of utopias since dystopian dark tourism may involve seeking out as pects of reality that rejoin a broader potential for expression and enunciation In the model we have this fascination with utopia dystopia dovetail with a cultural fascination of death in general which we believe is entirely appropriate in an increasingly violent world While we agree with Isaac 2015 that the Holocaust was a major if not THE major catastrophic event in modern history recent events surrounding ISIS the never ending and increasingly barbaric wars in the Middle East and the global ugliness J S Podoshen et al Tourism Management 51 2015 331e334332 surrounding anti Semitism and Islamophobia throughout the globe humanity fi nds itself contemplating the idea of utopia versus the reality of utopia gone wrong As Lyotard 1979 mentions WWII really marked the end of cultural fetishization for utopias It s time to face up to the horrors birthed by this culture Podoshen Venkatesh and Jin 2014 go into great depth about utopia dystopia and the relationship between the two and the relation ship s role in a consumption context It is the relationship between no place and diffi culty The idea of utopia in the consumerscape is not an entirely new concept see Kozinets 2001 2002 Maclaran and Brown 2001 2005 While these works examine the quest for utopia e we examine the concern and sensemaking related to the horror of dystopiawith an epistemology fi rmlyentrenched in a strengthened desire to seek more macrosocial explanatory frameworks see Askegaard Linnet 2011 Unabashedly and specifi cally we involve a communitarian approach nested in the postmodern perspective see Ozcaglar Toulouse Cova 2010 that integrates the sociohistorical dimensions of consumption As Ozcaglar Toulouse and Cova 2010 and Bergadaa 2006 mention this pro cess rooted in understanding not only acts but elucidates the social connections that often play a role in the process of the act Thus in our study measuring emotion on an individual level only gives us one small part of the story Acknowledgements We wish to thank Isaac 2015 for his insight and critique We hope that scholars we will read this series of pieces and grapple with the issues that surround dark tourism inquiry eand that some will further embrace the wealth of diverse perspective insights and methodologies available to us e that reside both inside and outside of tourism studies Wewish tosincerelythank Isaac s insightful commentary where he adds some additional insight to utopia dystopia and emotion In our rejoinder we wish to elucidate on our approach to studying dark tourism Podoshen et al 2015 and the study of emotion and then discuss the integration of perspectives that largely exist outside of the positivist realm We believe the studyof darktourism greatly benefi ts from the existence of multiple competing schools of thought and the use of multiple methodologies References Arnould E Thompson C 2005 Consumer culture theory CCT twenty years of research Journal of Consumer Research 31 4 868e882 Askegaard S 2014 Consumer culture theory e neo liberalism s useful idiots Marketing Theory 14 4 507e511 Askegaard S Linnet J T 2011 Towards an epistemology of consumer culture theory Marketing Theory 11 4 381e404 Bergadaa M 2006 Quoi de neuf dans la recherch e en marketing Revue Francaise de Gestion 162 32 95e97 Biehl Missal B 2013 The atmosphere of the image an aesthetic concept for vi sual analysis Consumption Markets and Culture 16 4 356e367 Ekman P Friesen W V 1971 Constants across culture in the face and emotion Journal of Personality and Social Psychology 17 124e129 Fehr B Russell J A 1984 Concept of emotion viewed from a prototype perspective Journal of Experimental Psychology General 113 464e486 Fillis I 2014 The impact of aesthetics on the celtic craft market Consumption Markets Culture 17 3 274e294 Foley M Lennon J 1996 JFK and dark tourism a fascination with assassina tion International Journal of Heritage Studies 2 4 195e197 Giorgi A 1994 A phenomenological perspective on certain qualitative research methods Journal of Phenomenological Psychology 25 191e220 Gross J J Feldman Barrett L 2011 Emotion generation and emotion regula tion one or two depends on your point of view Emotion Review 3 8e16 Isaac R K 2015 Every utopia turns into dystopia Tourism Management in press Kozinets R V 2001 Utopian enterprise articulating the meanings of star trek s culture of consumption Journal of Consumer Research 28 3 67e88 Kozinets R V 2002 Can consumers escape the market emancipatory illumi nations from burning man Journal of Consumer Research 29 1 20e38 Lennon J Foley M 1999 Interpretation of the unimaginable the U S Holocaust memorial museum Washington D C and Dark tourism Journal of Travel Research 38 1 46e50 Levy S 2015 Olio and integraphy as method and the consumption of death Consumption Markets and Culture 18 2 133e154 Lugosi P 2014 Mobilising identity and culture in experience co creation and venue operation Tourism Management 40 1 165e179 Lyotard J F 1979 The postmodern condition A report on knowledge Geoff Ben nington and brian massumi trans Minneapolis University of Minnesota Press Maclaren P Brown S 2001 The future perfect declined utopian studies and consumer research Journal of Marketing Management 17 367e390 Maclaren P Brown S 2005 The center cannot hold consuming the utopian marketplace Journal of Consumer Research 32 September 3e323 Mead G 1934 Mind self and society In C W Morris Ed Chicago University of Chicago Press Oatley K Keltner D Jenkins J M 2006 Understanding emotions 2nd ed Malden MA Blackwell Publishing Ozcaglar Toulouse N Cova B 2010 A history of french CCT pathways and key concepts Recherche et Applications en Marketing 25 2 69e91 Park C W 2012 Two types of attractive research Journal of Consumer Psychology 22 3 299e302 Podoshen J S Venkatesh V Jin Z 2014 Theoretical refl ections on dystopian consumer culture black metal Marketing Theory 14 2 207e227 Podoshen J S Venkatesh V Wallin J Andrzejewksi S Jin Z 2015 Dystopian dark tourism an exploratory examination Tourism Management in press Prasad A Prasad P 2002 The coming age of interpretative organizational research Organizational Research Methods 5 1 4e11 Reijnders S 2011 Stalking the count Dracula fandom and tourism Annals of Tourism Research 38 1 231e248 Ryan C Gu H 2010 Constructionism and culture in research understandings of the fourth buddhist Festival the fourth buddhist Festival Wutaishan China Tourism Management 31 1 167e178 Ryan C Gu H 2011 The allure of the post modern e a response to Robert Shepherd Shepherd Tourism Management 32 1 191e192 Sandberg J 2005 How do we justify knowledge produced within interpretative approaches Organizational Research Methods 8 1 41e68 Shepherd R 2011 Historicity fi eldwork and the allure of the post modern a reply to Ryan and Gu Tourism Management 32 1 187e190 Stone P R 2006 A dark tourism spectrum towards a typology of death and macabre related tourist sites attractions and exhibitions Tourism 54 2 145e160 Stone P R 2009 Making absent death present In R Sharpley P R Stone Eds The darker side of travel The theory and practice of dark tourism pp 23e38 Tonawanda Channel View Stone P Sharpley R 2008 Consuming dark tourism a thanatological perspective Annals of Tourism Research 35 2 574e595 Jeff Podoshen is Associate Professor and Chair of the department of Business Organizations and Society at Franklin and Marshall College in Lancaster PA USA Jeff s area of research relates to dark consumption and dark tourism practice and he often blends and bridges theory from a variety of disciplines such as marketing social psychology and sociology in order to explain phenomena and build theory One of the early pioneers of the use of netnography in social sciences research Jeff utilizes a myriad of mixed method and cutting edge qualitative techniques to distill complex data into more easily defi ned categories that allows for greater introspection on specifi c subcultures Vivek Venkatesh is Associate Dean Academic Programs and Development at the School of Graduate Studies Acting Director of the Centre for the Study of Learning and Per formance and Associate Professor in the Educational Technology graduate program at Concordia University in Montr eal Canada Vivek and his multi disciplinary inter institutional team s research programs which traverse the areas of le
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