The discursive construction of a 'dark tourism' destination : The touristification of ground zero and the commodification of tragedy on the 9/11 memorial and museum website

This paper examines the discursive construction of the 9/11 Memorial and Museum as a dark tourism destination through an analysis of its institutional website. Drawing on discourse analysis and a socio-constructivist framework, the study investigates how the website negotiates the competing demands of commemoration, historical documentation, tourism, and commercialisation. Particular attention is paid to the linguistic and rhetorical strategies through which the institution defines its mission, legitimises its role, and constructs the identities of both the site and its visitors. The analysis shows that the website frames Ground Zero as a tourist destination while simultaneously mitigating the tensions inherent in the commodification of tragedy. Through the integration of memorialising and historicising discourses, the strategic use of hypermodal resources, and the emphasis on emotional engagement, the website promotes a carefully orchestrated visitor experience in which commemoration, learning, and consumption converge. The study argues that these discursive choices shape visitors' interpretation of the site, privileging affective participation over critical reflection and contributing to the institutional construction of collective memory and national identity.