This research aims to study how dark literary heritage influences the city’s identity and image by examining the role of Géza Gárdonyi’s novel, the Eclipse of the Crescent Moon, in shaping the city branding of Eger.
The research is based on both secondary and primary research, utilizing quantitative and qualitative approaches. Qualitative insight was gathered through interviews with professionals involved in Eger’s tourism and promotion, while quantitative data were obtained through a survey. A total of 296 responses were collected in November 2024.
The study reveals the role of the Eclipse of the Crescent Moon in shaping Eger’s identity and tourism appeal. Although the novel attracts domestic tourists, its impact on branding strategies is weakening as tourism professionals try to emphasize other attractions, breaking with the dark literary association. The research highlights a tension between preserving Eger’s historical-literary heritage and modernizing its city brand and tourism offer. To remain competitive, the city could enhance its appeal by adopting interactive storytelling and digitalization while building upon its existing heritage.
The findings provide an insight into the use of dark literary tourism in city branding and how tourism professionals and visitors view the topic. The research can help with the tourism development in Eger by highlighting the visitors’ opinions. While the novel is less popular nowadays, it still shapes the image of the city; thus, tourism professionals should continue building on this heritage, instead of abandoning it completely.
