Exploring Marketing Strategies and Media Influences in Dark Tourism

Abstract

Generally, dark tourism is considered an area of segment currently being developed within the tourism industry due to its sudden popularity. Dark tourism is related to death, disaster, tragedy, and suffering. Nevertheless, the association has yet to be thoroughly researched. Thus, this study investigates the relationship between the marketing strategies employed in the dark tourism industry. This study explores the cinema or short web series/TV serials on dark tourism. In addition, the current development in entertainment media and the sudden rise of streaming platforms, social media, iCloud, content marketing, virtual influences, and bloggers in dark tourism play a pivotal role in this era. Thus, this study will investigate the relationship between these roles in dark tourism. The noticeable findings of this research are also to understand further roles within the marketing strategies that further affect dark tourism. Secondary data were explored to achieve the purpose of the study. This study has contributed to the body of knowledge regarding dark tourism and marketing strategies by providing in-depth information that will benefit scholars, tourism planners, and policymakers.

Citation

Kumar, J., Kularajasingam, J. and Jieyao, Z. (2024), "Exploring Marketing Strategies and Media Influences in Dark Tourism", Sharma, A., Arora, S. and Shukla, P. (Ed.) Dark Tourism (Building the Future of Tourism), Emerald Publishing Limited, Leeds, pp. 89-98. https://doi.org/10.1108/978-1-83797-336-120241007