TY  - JOUR
AB  - Purpose Ghost tours are an important part of tourism in many towns and cities around the world. Described as light dark tourism, they are a mix of the macabre and entertainment. Ghost tours are usually small business enterprises. In order for their venture to be sustainable, ghost tour operators must engage in effective entrepreneurial marketing (EM) practices. This study aims to evaluate the extent to which ghost tour operators use EM within their business.Design/methodology/approach A qualitative bricolage approach is used as a way to explore the use of EM practices within ghost tourism; that is, a niche tourism product. Data were collected using 21 in-depth interviews, participant observation and analysis of venture websites. This study used a two-stage data analysis procedure.Findings Findings reveal that ghost tour operators practice several dimensions of EM that are often simultaneously present and interwoven through the practices ghost tour operators use, as identified by thematic analysis.Originality/value This study adds an EM lens to the light dark tourism literature.
VL  - 21
IS  - 2
SN  - 1352-2752
DO  - 10.1108/QMR-12-2016-0123
UR  - https://doi.org/10.1108/QMR-12-2016-0123
AU  - Krisjanous Jayne
AU  - Carruthers Janet
PY  - 2018
Y1  - 2018/01/01
TI  - Walking on the light side: Investigating the world of ghost tour operators and entrepreneurial marketing
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 232
EP  - 252
Y2  - 2024/04/25
ER  -