The Potential of forgotten and hidden Zagreb historical cemeteries in the design of 'dark' tourist experiences

On the territory of modern Zagreb, Croatia, several locations of historical cemeteries exist without visible markers of remains on the surface. Although forgotten and hidden, they are undetectably integrated into city's everyday life. This paper aims to identify specific requirements and challenges in the design of 'dark' tourist experiences using the setting of such hidden Zagreb historical cemeteries. The main instrument used to shape a tourist experience is the experience economy model (EEM) and heritage tourism represents the perfect setting because heritage's intrinsic values are immanently related to experiences. The second generation EEM served as the theoretical basis for the research and the research methodology included archival research, participant observation, and focus group discussions. Hidden cemeteries, if discovered and disclosed, can provoke many impressions and agitate meanings. Experience design should avoid theming the experience which could provoke fear, discomfort and uneasiness but should relate to positive connotations: curiosity, desire for learning in an exciting and amusing environment, an honouring the deceased.