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Walking on the light side: Investigating the world of ghost tour operators and entrepreneurial marketing

Krisjanous, Jayne; Carruthers, Janet


Jayne Krisjanous


© 2018, Emerald Publishing Limited. 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.


Krisjanous, J., & Carruthers, J. (2018). Walking on the light side: Investigating the world of ghost tour operators and entrepreneurial marketing. Qualitative Market Research: An International Journal, 21(2), 232-252.

Journal Article Type Article
Acceptance Date Nov 6, 2017
Online Publication Date Feb 16, 2018
Publication Date Feb 23, 2018
Deposit Date Feb 23, 2018
Publicly Available Date Feb 23, 2018
Journal Qualitative Market Research
Print ISSN 1352-2752
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 21
Issue 2
Pages 232-252
Keywords Entrepreneurial marketing, Ghost tourism, Dark tourism, Qualitative research, Bricolage, Experiential marketing, Co-creation
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Additional Information Additional Information : This is the accepted version. The final published version is available here:


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