Ghost tourism: The challenges and opportunities for tourism development

Abstract

Ghost tourism is an emerging niche that emphasizes novelty and thrill, increasingly attracting younger generations of travelers seeking alternative cultural experiences. Although ghost tours are growing in popularity both globally and within Thailand, their implementation in the Thai context remains in an early developmental phase. This study explores the potential of ghost tourism as a viable alternative tourism model, applying SWOT analysis alongside the 5A tourism framework to evaluate its opportunities and challenges. The study highlights the cultural sensitivity surrounding beliefs in ghosts, folklore, and religious narratives, particularly when engaging communities in developing related attractions. It emphasizes the importance of community consultation and participation to ensure mutual understanding and to mitigate possible cultural or ethical conflicts. Moreover, community involvement contributes to local economic development through employment opportunities and the provision of goods and services that align with tourist expectations.