AbstractsBusiness Management & Administration

A new trend is developing in the tourism market nowadays – dark tourism. The main purpose of the study was to explore the marketing strategies of dark tourism sites in Budapest based on the theoretical overview of dark tourism and data gathering of quantitative research. The study started with a theoretical overview of dark tourism in Budapest. Then, the authors focused on the case study of House of Terror, one of the most important dark tourism sites in Budapest. Last, the research has been implemented with the SPSS program based on the results of the interview of House of Terror Museum and the answers of the questionnaires used. For the thesis, a literature review and an internet research were carried out as well as direct observation – visiting the relevant museums and parks. Furthermore, in order to gain deeper insights to analyze the research, in-depth interviews were conducted and questionnaires were designed to collect and analyze quantitative data. For a further survey, enlarging the sample size could gather more accurate data and increase the validity of the study. The conclusion of the research defined possible target groups and suggested appropriate marketing strategies for the exploitation of dark tourism in Budapest.