Abstract:
Dark tourism, the act of visiting to sites associated with death, human sufferings, disasters or tragedy, has gained significant attention in the field of tourism studies. Marketing plays a crucial role in shaping the contribution of dark tourism hence the development of tourism industry and promotion of dark tourism destinations. This dissertation focuses on the impact of marketing strategies on the development of dark tourism, using the case study of the Uganda Martyrs Namugongo catholic Shrine. This study examined how marketing efforts have influenced visitation patterns, visitor experience, and the overall development of the shrine as a dark tourism destination. Through a combination of qualitative research methods including interviews, surveys, and site observations, this research sheds light on the strategies implemented by the Uganda Martyrs Namugongo Shrine to promote dark tourism and analyses their effectiveness.
The findings of this study contribute to the existing literature on dark tourism marketing and provide insights to other destinations seeking to develop and promote dark tourism sites.
