Jaunts and haunts:: examining the effect of the dark tourism industry on Savannah's traditional branded image

Savannah's branded image has been deeply entrenched in the citys ability to market its Antebellum past. The tourism industry in the city has perpetuated the Old South stereotype. However, over the last thirty years there has been a shift in the tourism industry, a shift towards dark tourism. This type of tourism introduces the public to information about eerie topics, such as death and ghosts. It also introduces topics that are typically not discussed during traditional tours, such as slavery and folklore. Because of the tourism industrys connection to the citys brand, this shift could change Savannahs branded image.