Abstract
PurposeGhost 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/approachA 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.FindingsFindings 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/valueThis study adds an EM lens to the light dark tourism literature.
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