The power of storytelling in dark literary tourism: A mixed-methods study of visitor engagement and marketing strategies

Abstract

This study examines the tourist motivations and marketing strategies of dark literary tourism based on five historical locations. Combining digital marketing analysis with qualitative interviews, the interest in these sites and the effectiveness of the used digital marketing strategies is examined. The findings reveal that personal narratives and storytelling often play an important role in tourist engagement, with visitors often driven by educational motivations, literary familiarity, and personal connections. Social media and digital marketing tools enhance site visibility and facilitate visitor interaction. This study highlights the importance of balancing historical authenticity with innovative engagement strategies to meet the expectations of tourists, offering insights into dark heritage tourism management.