On-line Travel Reviews and Dark Tourism

What can TripAdvisor users teach us about macabre visiting experiences in Brazil?

Abstract

This study aims to identify the perceptions of TripAdvisor platform users regarding their experiences with Dark Tourism (DT) at Brazilian attractions, namely Loucura Museum, Holocaust Museum, and Consolação Cemetery, located in the states of Minas Gerais (MG), Paraná (PR), and São Paulo (SP), respectively. Methodologically, it is a qualitative, exploratory, and descriptive research conducted through Big Data analysis, leveraging 2,716 on-line travel reviews available on TripAdvisor until March 2023. Findings indicate that DT is imbued with an educational and playful character, in addition to the intrinsic interest in death. Despite the common sadness experienced at macabre attractions, positive emotions also form part of the dark universe, potentially fostering the attraction of new audiences and strengthening the competitiveness of these destinations.