Marketing aspects of dark tourism

The monographic work is focused on studying the possibility of applying the innovative marketing approach to the economy, identifying the most effective techniques and tools for marketing the destination for dark tourism. Special emphasis is placed on studying the interaction between different groups of local stakeholders and on developing a conceptual framework reflecting the specific characteristics of dark tourism. The subject of this study is the local policy in the field of protection, exploitation and promotion of dark tourism in the destination Bulgaria. The subject of the research is the applicability of the destination marketing for the creation of a sustainable tourist product. The purpose of the monograph is to promote dark tourism with the help of destination marketing, creating an integrated tourism product that will contribute to the realization of the goals of sustainable integrated development. In order to achieve the set goal, the following scientific research tasks have been solved: 1. A theoretical analysis of the peculiarities of destination marketing has been performed. 2. Research, analysis and assessment of the tourist potential of the sites related to dark tourism have been carried out. 3. The factors hindering and favoring the organization of the marketing of the destination for dark tourism are analyzed. 4. Marketing strategies for promoting Bulgaria as a destination for dark tourism have been developed. Based on the research work done in this study, the following scientific and scientifically applied contributions have been achieved: 1. The evolution of the development of dark tourism in Bulgaria is traced in theoretical aspect. 2. The role of destination marketing is presented as an innovative tool that will contribute to the higher involvement of local stakeholders in endogenous development, to increase competitiveness and attractiveness by creating a positive image of Bulgaria. 3. Marketing tools have been tested to establish Bulgaria as a tourist destination offering dark tourism. 4. Recommendations have been made to local and regional stakeholders to organize dark tourism in a destination.