UNVEILING SHADOWS: DESIGNING AN HISTORICAL DARK TOURISM TOUR IN MALASAÑA.

Abstract

This work attempts to verify if it is viable to create a new tour of mysteries and legends through the Madrid neighborhood of Malasaña. First, the history of dark tourism will be briefly explained, and then the viability of the aforementioned tour will be verified. This will be done through a public survey and a market analysis. Subsequently, the tour will be designed, including the creation of a new brand, with the corresponding communication plan to make it known by the public.