Managing Cultural Tourism: Business Models in Grave Tourism

In the field of niche tourism, some genres such as dark tourism and subgenres such as grave tourism, are attracting the attention of scholars. The contributions that use a managerial approach to analyse these genres are still limited. This work analyses some case studies of subjects who deal with the cultural enhancement of places still linked to ancient cults, in a particular on a delimited territory, such as the UNESCO historic centre of Naples, Italy. The analysis underlines their business models to show some differences in management but, above all, some similarities such as in the staff and founds. The main common point of these subjects is the involvement of local communities, especially in order to preserve the authenticity of these places still used. It is also underlined how digital can be a tool that, if used correctly, can support niche tourism in the preservation of this authenticity.