Emotional language for image formation and market segmentation in dark tourism destinations: findings from tour operators’ websites promoting Gallipoli

This study aims to understand the language patterns that are used on websites for influencing travelers to visit Gallipoli by analysing emotive language and categorising it according to different segmentations of Gallipoli visitors. Websites promoting Gallipoli were identified through Google. Wordle software was used for conducting a website content analysis. The results show that the language used in websites represents a commemorative experience. The findings suggest a good fit between the descriptive language used to represent the dark tourism destination attributes of Gallipoli and the emotive language used to motivate visitors to the site. Moreover, the imagery of thanatourism marketed online was categorised by emotive language to identify discreet market segments. However, as the emotive language used online can influence the visitors’ expectations, it is suggested that the former may result in visitor dissatisfaction.