Chasing the Night: Understanding the Value of Enthusiasts in Dark Sky Tourism : An exploratory study

Abstract: In the academic field of tourism, a relatively new type of tourism called Dark Sky Tourism is emerging. In this touristic field, there is a lack of studies focused on the individual tourist perspective. Therefore, this paper explores the perceived values of Dark Sky Tourism (DST). This study uses a deductive exploratory approach to understand the characteristics of DST in the context of experience value and perceived value and to connect it with two different value typologies. The data were collected through a netnographic research method by analyzing five different social media platforms. Subsequently, thematic analysis was utilized to analyze the data. The analysis resulted in five correspondent themes that were relevant throughout all of the collected data. These themes are as follows: (1) Aesthetic Significance, (2) Therapeutic Experiences, (3) Exploration and Curiosity, (4) Low-budget Appeal, and finally, (5) Nature and Heritage. The results of this study provide a holistic picture of what DST is all about and what individual Dark Sky Tourists value in DST. Future potential DST destinations can use this study to understand how to build an optimal DST experience.