Softening the dark: the role of cute aggression in shaping travel intentions toward dark tourism destinations

Cute-aggression mascots – designed to evoke intense tenderness – are increasingly used in marketing dark-tourism destinations, though their effectiveness remains unclear. Across five studies (N = 1,083), this research demonstrates that including a cute-aggression mascot in promotional materials increases travel intention by triggering kama muta (a warm, moved emotion), which subsequently enhances place attachment. This dual-mediation pathway is especially effective among individuals experiencing psychological powerlessness. A field experiment further validates these findings, showing that mascot-led signage significantly increased visitor voucher redemption. While destination personality was tested as a moderator, its influence was limited. These findings contribute novel insight into how affective cues function in commemorative marketing and identify when mascots can ethically support dark-tourism goals. The results offer actionable guidance for heritage managers seeking to widen audience reach while preserving the emotional integrity of the sites.