Ethical Dilemmas in Marketing Dark Tourism Sites: Balancing Commercialization and Sensitivity

Author(s)	Mr. Jai Balaji S D
Country	India
Abstract	Dark tourism, encompassing visits to locations associated with death, tragedy, or suffering, has seen a surge in popularity. However, marketing these sites presents ethical challenges, as promotional activities risk commodifying sensitive histories. This paper explores the ethical dilemmas faced by marketers in promoting dark tourism sites, examining strategies to balance commercialization with respect for the subjects of these sites. Through qualitative interviews with tourism marketers and heritage site managers, as well as content analysis of promotional materials, this study identifies key ethical concerns and proposes guidelines for responsible marketing practices. The findings aim to contribute to the development of ethical frameworks in tourism marketing, ensuring that promotion does not exploit the tragedies associated with dark tourism sites.
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-22
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.64132

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