<article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" article-type="research-article" dtd- version="1.1d1" xml:lang="en"><front id="meta-hdr"><journal-meta><journal-id journal-id-type="publisher">IJCTHR</journal-id><journal-id journal-id- type="doi">10.1108/IJCTHR</journal-id><journal-title-group><journal- title>International Journal of Culture, Tourism and Hospitality Research</journal-title><abbrev-journal-title abbrev-type="publisher">IJCTHR</abbrev-journal-title></journal-title-group><issn publication-format="print">1750-6182</issn><issn publication- format="online">1750-6182</issn><publisher><publisher-name>Emerald Publishing Limited</publisher-name></publisher></journal-meta><article-meta id="art- meta"><article-id pub-id-type="publisher-id">634475</article-id><article-id pub- id-type="doi">10.1108/IJCTHR-03-2018-0037</article-id><article-id pub-id- type="original-pdf">IJCTHR-03-2018-0037.pdf</article-id><article-id pub-id- type="filename">IJCTHR-03-2018-0037</article-id><article-categories><subj-group subj-group-type="type-of-publication"><compound-subject><compound-subject-part content-type="code">research-article</compound-subject-part><compound-subject- part content-type="label">Research paper</compound-subject-part></compound- subject></subj-group><subj-group subj-group-type="subject"><compound- subject><compound-subject-part content-type="code">cat-THOS</compound-subject- part><compound-subject-part content-type="label">Tourism &amp; hospitality</compound-subject-part></compound-subject><subj-group subj-group- type="subject"><compound-subject><compound-subject-part content-type="code">cat- TDP</compound-subject-part><compound-subject-part content-type="label">Tourism development &amp; planning</compound-subject-part></compound-subject><subj-group subj-group-type="subject"><compound-subject><compound-subject-part content- type="code">cat-THOS</compound-subject-part><compound-subject-part content- type="label">Tourism &amp; hospitality</compound-subject-part></compound- subject><subj-group subj-group-type="subject"><compound-subject><compound- subject-part content-type="code">cat-THMM</compound-subject-part><compound- subject-part content-type="label">Tourism &amp; hospitality management/marketing</compound-subject-part></compound-subject><subj-group subj- group-type="subject"><compound-subject><compound-subject-part content- type="code">cat-BIT</compound-subject-part><compound-subject-part content- type="label">Brand image in tourism</compound-subject-part></compound- subject><subj-group subj-group-type="subject"><compound-subject><compound- subject-part content-type="code">cat-THOS</compound-subject-part><compound- subject-part content-type="label">Tourism &amp; hospitality</compound-subject- part></compound-subject><subj-group subj-group-type="subject"><compound- subject><compound-subject-part content-type="code">cat-THMM</compound-subject- part><compound-subject-part content-type="label">Tourism &amp; hospitality management/marketing</compound-subject-part></compound-subject><subj-group subj- group-type="subject"><compound-subject><compound-subject-part content- type="code">cat-DMM</compound-subject-part><compound-subject-part content- type="label">Destination management/marketing</compound-subject-part></compound- subject><subj-group subj-group-type="subject"><compound-subject><compound- subject-part content-type="code">cat-THOS</compound-subject-part><compound- subject-part content-type="label">Tourism &amp; hospitality</compound-subject- part></compound-subject><subj-group subj-group-type="subject"><compound- subject><compound-subject-part content-type="code">cat-ITH</compound-subject- part><compound-subject-part content-type="label">International tourism &amp; hospitality</compound-subject-part></compound-subject><subj-group subj-group- type="subject"><compound-subject><compound-subject-part content-type="code">cat- TCB</compound-subject-part><compound-subject-part content-type="label">Tourist culture &amp; behaviour</compound-subject-part></compound-subject></subj- group></subj-group></subj-group></subj-group></subj-group></subj-group></subj- group></subj-group></subj-group></subj-group></subj-group></article- categories><title-group><article-title xml:lang="en">Who visits the apartheid museum and why? An exploratory study of the motivations to visit a dark tourism site in South Africa</article-title></title-group><contrib-group><contrib contrib-type="author"><name-alternatives><name name- style="western"><surname>Mangwane</surname><given-names>Jacqueline</given- names></name><string-name name-style="western"><given-names>Jacqueline</given- names> <surname>Mangwane</surname></string-name></name-