THE DARK SIDE OF CAVITE:
DISCOVERING PROMOTIONAL ISSUES
AND CHALLENGES IN FEATURING
DARK TOURISM
A Research Proposal
Presented to the Faculty of the
Hospitality Management/Culinary Management/Tourism Management Program
STI College Bacoor
In Partial Fulfilment
of the Requirements for the Degree
Bachelor of Science in Tourism Management
CHIKA AGUILAR
LORRENCE DAVE M. CASTILLO
KAEYL ANGEL VICENTE
NOVEMBER 5, 2021
RESEARCH PROPOSAL APPROVAL SHEET
This research proposal entitled: The Dark Side Of Cavite: Discovering Promotional
Issues And Challenges In Featuring Dark Tourism prepared and submitted by Chika
Aguilar; Lorrence Dave M. Castillo; and Kaeyl Angel Vicente, in partial fulfillment of
the Bachelor of Science degree requirements in Tourism Management, has been
examined and is recommended for acceptance and approval.
Prof. Randy Enderina
Research Adviser
Ms. Dianne Bacamante
Research Coordinator
Mr. Richard Arocha
Program Head
NOVEMBER 5, 2021
FT-CRD-114-00| STI College Bacoor
ii
TABLE OF CONTENTS
Page
Title Page
i
Approval Sheet
ii
Table of Contents
iii
CHAPTER 1: Introduction
Background of the Study
1
Statement of the Problem
2
Significance of the Study
3
Scope and Limitations
5
Definition of Termns
6
CHAPTER II: Review of Related Literature
7
Promotional Tools in Promoting Dark Tourism
7
Issues and Challenges in Promoting Dark Tourism
9
Beliefs Towards the Promotion of Dark Tourism
11
CHAPTER III: THEORETICAL AND CONCEPTUAL FRAMWORK
15
Theoretical Framework
15
Conceptual Framework
17
REFERENCES
19
FT-CRD-114-00| STI College Bacoor
iii
CHAPTER 1
INTRODUCTION
Dark tourism is quite unknown but recently it became trendy in the tourism
industry. Most of the people might have never heard the term dark tourism, but since
tourists nowadays are more curious to discover and experience something unique, which
Dark Tourism can be a huge factor to satisfy their experience and learn about the history
as well. This study focuses on the issues and challenges in promoting Dark Tourism in
Cavite. Cavite has many different types of tourist destination that people can visit such
as: the city of Tagaytay, Naic, Maragondon and other city of Cavite. However, Dark
Tourism can also contribute to be one of the destinations and known by its historical
tragedy. Through this study, it will help to develop and to understand why Dark Tourism
Sites in Cavite are not very well known and if there are any dark tourism sites in the
province that is visible and has the potential to be a destination.
Background of the Study
Dark tourism is not a new idea, but it has gained popularity in recent years as a
result of shows that have grabbed audiences with unusual issues such as death, suffering,
tragedy, disaster, or violence. According to A., Khairudin, A. S., Kadir, M., & Farmy, S.
(2021), the popularity of dark tourism is determined by the number of tourists who
choose to visit dark sites. The urge to investigate the unknown, strange, or paranormal
might be thought of as driving factors for dark tourism. Giving visitors information about
places becomes a fundamental cornerstone and is required for establishing a relationship,
specifically when promoting dark tourism.
When promoting Dark Tourism, it should also supply tourists with location
information. Publicity also plays a role in increasing awareness of the incident that
resulted in the construction of a dark site. Consumers are already aware of the dark event,
and they are more likely to be aware of the site if it has garnered a lot of attention.
(Cohn, 2013)
This topic was chosen because we believe that this study can contribute to better
understanding of tourist not just in Cavite but also to the other provinces for them to be
cognizant that there is a Dark side of Cavite who is worth to see.
1
The study aims to determine what the issues are and challenges in promoting
Dark Tourism in Cavite since it can be a benefit not just for the tourists but also for the
community sectors. The main beneficiaries of this are the following: Tourism
Practitioner, which will assist them in conceptualizing and carrying out a plan on how to
advertise campaigns with the goal of attracting visitors to that specific dark tourism spot
in Cavite. We also have Travel Agencies that they would possibly consider dark tourism
locations in Cavite as one of their tourism items to include in their tour packages.
Provincial Tourism and Cultural Affair Office will also benefits in terms of
generating ideas and being inspired to develop a promotional plan that will engage Cavite
residents and Department of Tourism that enable them to use this as references for their
tourism strategy on a specific place, growing and upgrading it in order to enhance
tourism in the area.
These sites may be visited by dark tourists for a variety of reasons, including
emotional and informational ones. They may also seek these locations to learn about their
own heritage or to satisfy their curiosity, among other reasons (SciTechnol, 2021).
Statement of the Problem
The study aimed to discover the promotional issues and challenges associated
with promoting dark tourism in Cavite. As a result, the researchers intend to evaluate the
following research questions:
1. What is the demographic profile of the respondents in terms of:
1.1. Age;
1.2. Sex;
1.3. Educational Background; and,
1.4. Length in service?
2. What are the promotional tools that the respondents utilized in promoting dark tourism
in Cavite?
2.1 Destination Marketing;
2.2 Digital Marketing;
2.3 Public Relations; and,
2.4 Advertising?
2
3. What are the issues and challenges that the respondents encountered in promoting dark
tourism in terms of:
3.1. Creating Awareness;
3.2. Information Gathering;
3.3. Budget Allocation; and,
3.4. Choosing Promotional Tools?
4. What is the belief of the respondents towards the promotion of dark tourism in terms
of:
4.1. Social ideologies;
4.2. Religious belief;
4.3. Cultural Attributes; and,
4.4. Ethical Values?
5. Is there a significant relationship among the respondents’ profile and encountered
issues and challenges in promoting dark tourism?
6. Is there a significant difference between the chosen promotional tools, encountered
issues and challenges of the respondents and the beliefs of the respondents when
grouped accordingly?
7. Based on the factual data gathered, what promotional plan can be proposed?
Hypothesis
The null hypothesis would be:
H0: There is no significant relationship between the respondents’ profile and encountered
issues and challenges in promoting dark tourism.
H0: There is no significant difference between the chosen promotional tools, encountered
issues and challenges of the respondents and the beliefs of the respondents when
grouped accordingly.
3
Significance of the Study
The beneficiaries from this study are the following:
Tourism Practitioners. The output of this research will help them to conceptualize and
execute the plan on how to promote campaigns with the aim on generating the visitors of
that specific dark tourism destinations in Cavite.
Travel Agencies. This study aims to benefit travel agencies as well with the data that will
be collected from the respondents of this research. Also, they will have the idea that dark
tourism sites from Cavite can be one of their tourism products in their tour packages.
Provincial Tourism and Cultural Affair Office. This research will benefit them in
generating ideas and be inspired to create a promotional plan that will engage the
residents of Cavite. The findings of this study will also be useful to the tourism and
cultural affairs office in seeking and discovering future projects that will develop and
boost dark tourism in Cavite.
Travelers. In this research paper, the perspective of the travelers towards the province of
Cavite may change because they will recognize the importance of dark tourism. The
output of this research shall be able to inform and engage them to visit these dark tourism
destinations.
Department of Tourism. The Department of Tourism oversees tourism planning and
development in a certain place. The findings of this study will be used as references for
their tourism strategy on a specific location by developing and improving it to boost
tourism in the area.
Residents of Cavite. This study will benefit the residents of Cavite because of the future
economical contribution of these dark tourism destinations. By promoting the dark
tourism, this could attract tourists to visit the province of Cavite, hence, additional
employment could be given to the locals and businesses can have more customers.
Tourism Management Students. This research paper can be beneficial to their knowledge
and future research specifically with the dark tourism in Cavite. This can also help them
4
to learn the issues and challenges of promoting a dark tourism destination.
Future Researchers. They may use this as a reference for their research which will assist
them to gain information about dark tourism in Cavite and the issues and challenges of
promoting them.
Academe Practitioners. This study can be used by the academe practitioners as an
educational material about dark tourism in Cavite for their students.
Other Local Government. They may acquire ideas for the improvement and promotional
planning for the dark tourism destinations present in their locality.
STI College. This research paper aims to benefit the institution of the researchers by
offering them to use this as an educational material for the tourism management students
of all branches of STI College.
The following are the main objectives of the study:
1. to find out the issues and challenges of promoting dark tourism in Cavite;
2. to find out the promotional tools that can be used to promote dark tourism in
Cavite;
3. to establish measures that could be adapted to promote dark tourism in Cavite.
Scope and Limitations
The study focuses on identifying the issues and challenges in promoting dark
tourism in Cavite, as there are many people who are still unfamiliar and unaware of the
dark tourist destination that Cavite has to offer. Through this research we will know what
they have experienced and how we can promote the destination.
The respondents of the study are the individuals or professionals that is involve
with an organization or groups that produce promotional tools of different tourist
destinations.
5
The result of this study will lead to the formulation of the best promotional plan
that will help the primary beneficiaries of this study to promote different tourist
destinations related to dark tourism.
CHAPTER 2
REVIEW RELATED LITERATURE & STUDY
This chapter presents a summary of related literature and study on the issues and
challenges in featuring dark tourism. The researchers analyzed and collected information
from international sources. It encompasses the literature and studies from reliable authors
and credible sources that were looked into the possibility of connecting to the present
study.
Promotional Tools in Promoting Dark Tourism
Destination Marketing
According to Gani et al (2021), the desire to discover the unknown and unusual,
as well as the paranormal, might be regarded driving factors for dark tourism. In his study
said that marketing and promotion strategy must be tailored to the market's uniqueness.
Destination marketing for dark tourism promotion should exist, as it's one of the main
sectors of the dark tourism industry. If the attraction is properly valued and the supply is
properly put on the market, the benefits of excellent marketing will be significant.
Marketing is more difficult for a one-of-a-kind attraction like dark tourism. The
popularity of dark tourism is determined by the number of tourists who choose to visit
dark sites. The urge to investigate the unknown, strange, or paranormal might be thought
of as driving factors for dark tourism. Giving visitors information about places becomes a
fundamental cornerstone and is required for establishing a relationship, specifically when
promoting dark tourism.
Digital Marketing
According to Gani et al (2021), internet marketing is another kind of marketing that is
rapidly getting momentum. It is known as digital marketing, and it is a key strategy in
promoting the popularity of a destination in order for it to develop. Today, digital
6
marketing has become an integral part of every business, regardless of its type or size,
particularly in the tourism industry. It is then being transformed into interactive
marketing, in which consumers may engage and communicate. A lack of information or
understanding about the site, particularly dark tourism, reduces a person's desire and
intention to visit. The dark tourism industry, must consider a digital marketing strategy as
well as it gives consumers information and insight in a particular destination.
It was also determined by his research study that digital marketing has plays a
vital role in the travel industry particularly in promoting dark sites, reshaping the way
people search for information, creating insights, plan trips, and decide where to go.
Public Relation
According to Cohn (2013), public relations and publicity are critical components
that marketers must manage. Consumers are more likely to perceive they are witnessing
an advertising if the sites earn positive exposure in travel guides or articles. Public
relations also have a more real vibe, which may be crucial for unpopular or dark sites.
Publicity is also a driver of awareness of the event that resulted in the creation of a dark
site. If the dark event garnered a lot of attention, consumers are already aware of it and
are more probably aware of the site. Some dark events are well-known because of their
historical significance and media coverage, while others that are less well-known need
further efforts to raise awareness. Advertising tries to push consumers via the Hierarchy
of Effects funnel. To make a purchase or visit for tourism purposes, one must first be
aware, and only then can they gain knowledge and preferences. As a result, it appears that
a higher-awareness site would be chosen due to its later position in the process.
Advertising
According to Cohn (2013), advertising is extremely critical for raising awareness
of lesser-known sites. Marketers can maximize advertising by focusing on a specific
target market, marketing through travel agencies, or utilizing digital ads on linked
websites. As the current study shows, consumer response is influenced by awareness and
the attraction of advertising messages. Advertisement are also perceived to be helpful in
7
making travel decisions and visitation. The goal of most marketing strategies is to alter
behavioral intentions and increase the likelihood of tourists visit.
Issues and Challenges in Promoting Dark Tourism
Creating Awareness
The use of printed advertising, such as brochures, signage, and online posters, can
be seen as effective in raising tourist awareness. It's similar to public relations campaigns
in which collaborations with local universities and museum exploration activities
influenced tourists' perceptions of the museum as a promotional tool. When it comes to
interactive and internet marketing, the use of Facebook and the website has had a great
impact on raising awareness.
According to A. Jamin (2020), Dark tourism can be used for educational
purposes, with younger generations being shown awareness and encouragement. Dark
Tourism leads us to a better knowledge of the society we live in by enhancing our
consciousness of awful happenings in the past. It will let the local community to learn
more about the history of death, crime, and ghost tours. The local community will then
provide remarkable knowledge/experience to visitors and share it with them.
Information Gathering
According to (Xiang, 2018), The use of social media to receive up-to-date
information on the attraction, as well as shared images and videos, has a good influence.
However, the study revealed that the score for this variable was the lowest. As a result,
the attraction's management may need to pay attention to this. Tourists and visitors are
increasingly relying on social media and digital marketing to assist them in making travel
decisions. To identify and solve challenges, management should use new conceptual and
technical instruments to do digital marketing.
Dark Tourism brings the history of past tragedies to life, which is why the
numerous sites/attractions it provides allow people to have more touch with death in a
secure environment. It also plays a vital role in connecting previous events to the present,
disseminating information and eliciting emotions, therefore broadening the conversation
of history and humanity's darker side. Death becomes real (again) for the individual in
8
dark tourism (Sharpley and Stone). Dark tourists may seek these sites for a variety of
reasons, including emotional and educational reasons. They may also seek these
destinations to learn about their own heritage or to fulfill their curiosity, among other
things. (SciTechnol, 2021).
Budget Allocation
The obstacles impacting the promotion of dark tourism include ineffective
information dissemination, high costs charged to tourists, and a lack of competent
employees, Ntunda Joachim (2012).
According to Buye (2019), Dark tourism has the potential to benefit both tourists
and locals. Dark tourism has a lot of advantages, including increased tourism revenue,
income generation, and infrastructure improvement. Dark tourism allows communities to
benefit from economic benefits such as revenue creation from places that are located in
areas where tourism potential is limited due to geographical constraints (Kumar Singh
and Shekhar, October, 2018). Tourism earnings can also be used to help afflicted areas
recover from disasters by constructing rehabilitation centers. If tourism profits are
misused or diverted to personal or other programs that may not help local communities,
dark tourism may not be beneficial to local communities.
Choosing Promotional Tools
The study of Ntunda Joachim (2012) Since we live in a global society, it is
suggested that using mass media marketing, such as television, newspapers, or other
tourism information pamphlets, is critical in attracting more dark tourists.
To find the most influential contributor, other factors such as parking space,
directory, signs, or settings (e.g., information inside the attraction) must be examined.
According to Light (2017), this issue falls under the category of managing the dark
tourism attraction to attract travelers, hence the management component should be
prioritized. The management aspect encompasses the operation of providing tour
operators or tour guides, which is also thought to be beneficial in influencing tourist
intent to visit. A proper tour guide and tour operator is required to promote the dark
tourism sector. Garcia (2012),
9
Marketers must assess tourist intent to visit an attraction, which is especially
important in times of chaos, such as during and after a pandemic. Promotional materials
are essential for a specific specialized attraction that promotes dark tourism, such as a
prison, in order to create a desired image for tourists. Furthermore, the study found that
the government's and management's lack of help in promoting the museum is most likely
the key reason why this attraction has yet to draw tourists' attention.
Beliefs Towards the Promotion of Dark Tourism
Social Ideologies
According to Allman (2017), dark tourism is an interesting tourism concept that
allows tourists to visit a part of their personal heritage, explore meaningful locations in
history, satisfy personal curiosities, or possibly even interact with paranormal entities. It
was determined from his research study that dark experience has a positive relationship
with attitudes regarding tourists visiting a dark tourism location. The result indicates that
tourists are curious, interested, or intrigued by dark experience with paranormal. Dark
experience was also found to have a positive relationship with subjective norms. The
research findings indicate that tourists do not necessarily mind or care about what others
think of their tourism choices and will continue to make choices based on their personal
beliefs or preferences. It was concluded that there were positive relationships between
dark experience and casual interest to both attitudes and subjective norms, leading to
behavioral intention.
Religious Beliefs
According to Sharma (2019), dark tourism sites are often referred to as places of
symbolic and sacred consumption. Little has been written on the sacred–profane dialectic
or the shifting boundaries between the two, and the different ways in which the notion of
pilgrimage and the sacred is interpreted in the context of dark tourism.
According to Bideci (2019), he determined that religious and societal understandings of
the ‘dark’ and how to confront death, especially in Christian societies, have been
transformed into more secular ways of dealing with death. Today, a variety of
10
archaeological sites, memorials, museums, graveyards, temples, historical attractions and
other such places are dedicated to death and have become dark tourism sites.
According to Reed (2018), while it is true that pilgrimages are a religious
experience, some pilgrims seek to be closer to the saint or martyr through a connection
with the individuals’ death or an increased interested in their death. This desire to
experience death falls under the definition of Thanatourism; a practice of tourism
specifically seen in the Pre-Romantic Period. Thanatourism holds an importance to the
religious sacred sites, that developed in Europe following the increased religious
pilgrimage in the continent.
Cultural Attributes
According to Liberato et.al. (2019), dark Tourism represents an extension of
cultural tourism, once it was necessary to innovate this tourism typology justified by a
decrease in demand. This change, was verified in the tourist experience level, that is, to
provide unique moments in the cultural level, through the experience, so that it could be
the option for a greater number of tourists in the destination. Dark Tourism sites include
concentration camps, inactive prisons, serial killers’ homes, cemeteries, and all other
venues that meet the standards of death, tragedy and suffering.
According to Millan et.al. (2019) the tourism that is related with culture is cultural
tourism, but this modality ultimately includes many areas, among them, art, science,
history, gastronomy, etc. History includes those social events that have taken place in
specific places and at specific times, or, in other words “the set of events or political,
social, economic, cultural and other acts of a people or a nation”. Therefore, dark tourism
is a fundamental part of historic-cultural tourism, as it brings together the previously
enumerated characteristics. Thus, dark tourism reveals a part of cultural heritage that
history has left us with, being society the protagonist of the acts that have taken place. It
aims to drive historic knowledge through the tourism resources existing nowadays.
Hence, the motivation to travel for this kind of tourism is to learn about the material
heritage, such as buildings, mausoleums, or immaterial heritage such as customs (from
funeral rites to legends).
11
Ethical Issues
According to Chen & Hu (2020), dark tourism focuses on where and when past
incidents have occurred, but it is also related to how these incidents are relevant to the
present. When tourists visit dark tourism sites, the social construction of time and space
often influences their experience and causes moral conflicts. This spatial-temporal
construction is not limited to death and disasters, but it also involves complicated
relationships in space and time between the dead, the living communities, and tourists,
which can produce confusion and moral dilemmas.
These moral conflicts are due to the lack of separation between the past and
present and between the heritage site and the community; when tourists come to dark
heritage sites for a memorial to death and disaster, they also encounter communities who
make a living through tourism. Different attitudes toward the dead and the living may
produce internal moral conflicts, and thus a temporal and spatial analysis of a dark
heritage destination can contribute to the understanding of the complexity of dark
tourism.
Synthesis
This synthesis contains information that supports the statement of the problem of
this study. It contains different studies and literature about promotional tools relating in
marketing dark tourism destinations internationally that could be more likely to be
effective even in Cavite, Philippines. This also discusses the similarities and differences
of other research study towards dark tourism.
Cohn (2013) study has similarities to this research since the goal of this article
was to address some myths about dark tourism marketing and gather some conclusive
data to start the process of establishing best practices for promoting of dark tourism sites.
Both study aims to identify the issues and at the same time help the current researchers to
learn about the statistical implications of these major marketing implications for dark
tourism. This thesis comprises the survey experiment's results and analysis, which look at
the impacts and interactions of on the impact of site awareness, message appeal, and
product-mix strategies on visit intent and anticipated satisfaction with dark tourism
destinations.
12
Allman (2017) conducted a study in which they investigated the Motivations and
Intentions of Tourists to Visit Dark Tourism Locations, which can benefit the current
study because the examination of the relationship of relevance and impact from current
media, which can be a huge factor in promoting dark tourism. More research could be
undertaken to determine which media outlets have the most influence on tourists'
behaviour and proclivity to visit dark tourism destinations. Additionally, current media
may be used to discover any potential dark tourism sites using different platforms.
CHAPTER 3
THEORITICAL FRAMEWORK/CONCEPTUAL FRAMEWORK
This chapter presents the theoretical and conceptual frameworks that were used in
the study. The theoretical and conceptual framework defines the study path and firmly
establishes it in theoretical concepts. The main purpose of these two frameworks is to
make the research findings more relevant and acceptable to theoretical conceptions in the
study field. It contributes to the stimulation of research while also ensuring knowledge
expansion by providing both purpose and goal to the research study.
Theoretical Framework
The theories that will act as the foundation of this study are the Push and Pull
theory and the Communication Mix theory. The Push and Pull theory will help the study
to determine the tourist's reasons, motivations and perceptions that serves as the push and
pull factors when it comes to visiting dark tourism destinations. While in Communication
Mix theory will help the study to determine the best promotional tools that can be utilize
to promote dark tourism destination.
Push and Pull Theory
This study is supported by the Push and Pull theory. Push-pull theoretical
framework is a popular theory to explain the reason why the tourists decide to visit the
destination rather than other place, the kind of experience they want to get and the type of
activity they want to do. The push factors are developed from a person’s personality and
acquired learning from society and culture. It depends on the innate behaviour that is pre-
13
existing such as a person’s mood, and attitude while learned behaviour consists of
influence from family and friends. These factors can “push” a person to make their
decisions based on what is most ideal for them. Pull factors are those features that are
part of the destination of venue. These may be physical features, atmosphere, events and
recreational facilities and services available.
This theory was developed by Crompton in 1979 as he related it to tourism. In his
initial framework, Crompton identified seven push motives towards a destination: escape,
self-exploration, relaxation, prestige, regression, kinship-enhancement, and social
interaction. The pull motives were identified as novelty and education. This analysis of
the motivational push factors can be a first step toward defining target market segments
that could contribute to a marketing strategy for the promotion of dark tourism sites. In
contrast, pull factors are typically destination specific, that is, characteristics of the
destination setting itself attract certain travelers.
The main point of this theory represents the tourist's reasons, motivations and
perceptions that serves as the push and pull factors when it comes to visiting dark tourism
destinations. These factors mentioned by Crompton 1979 were the factors that are very
pertinent to the promotion of dark tourism. Hence, this theory acts as one of the profound
bases as to what are the related issues and challenges in featuring dark tourism.
The Communication Mix Theory
Aside from the Push and Pull theory, the study will be supported and correlated
with the Communication Mix under marketing theories as this is connected to what we
would be utilizing to promote dark tourism in Cavite. The Communication Mix is viewed
as a crucial component of business marketing strategies and it was proposed by E. Jerome
McCarthy, and was made popular by Philip Kotler. This theory explains how marketing
strategies works to promote destinations. As it is connected to efforts in communicating
tourism potential to the target audience, promotion plays a significant role in tourism
development.
This theory was developed and divided by Kotler and Keller in 2013 into the
following five categories: advertising, public relations, digital marketing/direct
14
marketing, personal selling, and sales promotion. These were identified as an effective
approach in increasing the popularity of a specific destination as well as promoting
unfamiliar destinations or identified as dark tourism destination.
The goal of this theory is to attract the interest of potential tourists or visitors and
encourage them to visit unknown or identified as dark tourism destinations. Those
promotional tools stated above are very significant to this study since they will help the
destination in expanding its popularity and increasing the level of visitation. This theory
will help us in utilizing each of the tools in promoting dark tourism.
Conceptual Framework
This conceptual framework was illustrated based on the proposal developed
from the statement of the problem section to better characterize the relationship between
the variables and its output.
PROMOTIONAL
TOOLS

Destination

PROMOTIONAL PLAN
Marketing
Digital
ISSUES AND
Marketing
CHALLENGES
DEMOGRAPHIC
PROFILE



Public Relation
Creating
Advertising
Awareness

Information
ANALYSIS OF
DATA THROUGH
QUESTIONNAIRES
Gathering
BELIEFS
 Budget
Social
Allocation
ideologies
 Choosing
Religious
Promotional
Figure 1: Research
beliefParadigm of the Study
tools
Cultural
Attributes

Ethical
Values
15
The researcher's paradigm (shown in Figure 1) featured a systematized structure
in which the variables of the study were grouped according to the investigation's purpose.
It also illustrates and explains each variable in the framework in depth.
Both present literature analysis and past studies on the issues and challenges of dark
tourism will give sufficient background for developing a strategic framework for a
promotional plan. The model that we utilized in this research paradigm, seen in Figure 1,
is the IPO Model, which depicts the study's input, process, and output since we used it to
isolate the components or primary variables that create the problem/phenomenon under
consideration. The variables that contribute to the difficulties in this study include the
demographic profile, as well as the following variables: Promotional Tools, which
include destination marketing, digital marketing, public relations, and advertising. Issues
and Challenges include creating awareness, gathering information, budget allocation, and
choosing promotional tools. Beliefs composed of social ideologies, religious beliefs,
cultural characteristics, and ethical principles. These were analysed through data
gathering using questionnaires to assess the issues and challenges of Dark Tourism.
These frameworks help the researcher to create a specific project proposal for a
promotional plan.
16