International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
March-April 2026

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An Empirical Examination of the Relationship and Impact of Marketing Strategies on the Effectiveness of Dark Tourism Promotion

Author(s) Dr. Renu Sharma, Ashok Kumar Parsoya
Country India
Abstract Dark tourism has emerged as a distinct segment within the tourism industry, characterised by visitor interest in sites associated with death, tragedy, and historical suffering. In an increasingly competitive tourism environment, effective promotion of such destinations requires the strategic use of diverse marketing approaches. The present study empirically examines the relationship and predictive impact of selected marketing strategies on the effectiveness of dark tourism promotion. A quantitative, explanatory research design was adopted, and data were collected from 257 visitors to recognised dark tourism sites in Rajasthan through on site questionnaire administration. Digital marketing strategies, content marketing strategies, experiential marketing strategies, and promotional effectiveness were measured using structured Likert scale instruments. Pearson correlation analysis revealed statistically significant positive relationships between all three marketing strategies and the effectiveness of dark tourism promotion, with experiential marketing demonstrating the strongest association. Multiple linear regression analysis further indicated that digital, content, and experiential marketing strategies significantly predict promotional effectiveness, collectively explaining a substantial proportion of variance. The findings highlight the importance of experiential and content driven approaches alongside digital platforms in enhancing promotional outcomes. The study offers practical insights for destination marketers and contributes to a deeper understanding of marketing effectiveness within the dark tourism context
Keywords Dark tourism, Marketing strategies, Promotional effectiveness, Tourism marketing
Field Business Administration
Published In Volume 8, Issue 1, January-February 2026
Published On 2026-02-06
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E-ISSN 2582-2160
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IJFMR DOI prefix is
10.36948/ijfmr

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