Dark place marketing : case study of Naples

Details

Supervisors

Kervyn de Meerendré, Nicolas

Faculty

Louvain School of Management

Degree label

Master [60] en sciences de gestion

Abstract

Naples is a city well-known for its history, its proximity to Pompeii and other islands, and the presence of the criminal organisation, the Camorra. Like the rest of the country, tourism is an important aspect of the city economy. This paper analyses the influence of the Camorra on tourism flow of the city to establish if dark place marketing is applicable to Naples. The results of the paper show that tourism is not directly affected, either positively or nega- tively, by the presence of the mafia in the city. However, the Camorra has affected the region’s image and tourists’ perception, decreasing the tourist flow. There is not enough historic site linked to the Camorra to attract tourists. The continuous presence of the mafia throughout the city decreases the probability of tourists wanting to visit places known as centers of interest or importance for the Camorra. Recommendations to increase tourism in general include keeping the city clean and orderly and keeping up with digitalisation. Other recommendations specific to Naples include continuing anti-corruption policies, encouraging locals to host more tourists, and considering the develop- ment of niche tourism to attract specific groups of tourists.