Visitor Experiences at Dark Tourism Sites in Malaysia: A Thematic Analysis of Online Reviews on Kellie's Castle and Penang War Museum

This study examines visitor experiences at two prominent dark tourism sites in Malaysia: Kellie's Castle and Penang War Museum. We analysed 300 online reviews from TripAdvisor and Google Review using qualitative content analysis with open coding, process coding, and emotional coding. The analysis revealed five interconnected themes that characterise visitor experiences: (1) Historical discovery and learning, (2) Emotional resonance and affective responses, (3) Authenticity and site interpretation, (4) Supernatural expectation gap, and (5) Social sharing and memory construction. What we found was that historical discovery remains the main driver of visitor satisfaction, while supernatural expectations frequently lead to disappointment due to mismanaged site interpretation. This paper adds to dark tourism literature by showing how online reviews can give us rich insights into how visitors make sense of their experiences at dark tourism sites. For site managers, we recommend better interpretive materials, improved maintenance, and more honest marketing about what visitors can actually expect.

Tourism management

1. Ayeh, J. K., Au, N., & Law, R. (2013). “Do we believe in TripAdvisor?” Examining credibility perceptions of online consumer reviews. International Journal of Contemporary Hospitality Management, 25(4), 595–612. https://doi.org/10.1108/09596111311322952 [Google Scholar] [Crossref]

2. Baka, V. (2016). The becoming of user-generated reviews: Looking at the past to understand the future of managing reputation in the travel sector. Tourism Management, 53, 148–162. https://doi.org/10.1016/j.tourman.2015.09.004 [Google Scholar] [Crossref]

3. Barbu Kleitsch, O., & Bader-Jurj, S. (2026). Dark tourism storytelling and trauma narratives: Insights from Romanian promotional (tourism) campaigns. Journalism and Media, 7(1), Article 6. https://doi.org/10.3390/journalmedia7010006 [Google Scholar] [Crossref]

4. Biran, A., Poria, Y., & Oren, G. (2011). Sought experiences at (dark) heritage sites. Annals of Tourism Research, 38(3), 820–841. https://doi.org/10.1016/j.annals.2010.12.001 [Google Scholar] [Crossref]

5. Bowman, M. S., & Pezzullo, P. C. (2009). What’s so ‘dark’ about ‘dark tourism’?: Death, tours, and performance. Tourist Studies, 9(3), 187–202. https://doi.org/10.1177/ 1468797610382699 [Google Scholar] [Crossref]

6. Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa [Google Scholar] [Crossref]

7. Çakar, K. (2018). Critical success factors for tourist destination governance in times of crisis: A case study of Antalya, Turkey. Journal of Travel & Tourism Marketing, 35(6), 786–802. https://doi.org/10.1080/10548408.2017.1421495 [Google Scholar] [Crossref]

8. Charmaz, K. (2014). Constructing grounded theory (2nd ed.). SAGE Publications. [Google Scholar] [Crossref]

9. Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). SAGE Publications. [Google Scholar] [Crossref]

10. Driver, B. L., Brown, P. J., Stankey, G. H., & Gregoire, T. G. (1987). The ROS planning system: Evolution, basic concepts, and research needed. Leisure Sciences, 9(3), 201–212. https://doi.org/10.1080/01490408709512160 [Google Scholar] [Crossref]

11. Fareed, M. W., & Amer, M. (2025). Al-Qata’i, Egyptian lost heritage: Audio guide towards enhancing a conservative interpretation experience. Built Heritage, 9, Article 44. https://doi.org/10.1186/s43238-025-00218-8 [Google Scholar] [Crossref]

12. Foley, M., & Lennon, J. J. (1996). Editorial: Heart of darkness. International Journal of Heritage Studies, 2(4), 195–197. https://doi.org/10.1080/13527259608722174 [Google Scholar] [Crossref]

13. Garcia, B. R. (2012). Management issues in dark tourism attractions: The case of ghost tours in Edinburgh and Toledo [Unpublished doctoral dissertation]. University of Edinburgh. [Google Scholar] [Crossref]

14. Ge, W., & Rahman, S. B. (2026). AI-based interpretation and conservation-oriented visitor response at world heritage sites: Authenticity, parasocial interaction, and emotional experience. Tourism and Hospitality, 7(7), 1–26. [Google Scholar] [Crossref]

15. Gössling, S., Scott, D., & Hall, C. M. (2021). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10.1080/09669582.2020.1758708 [Google Scholar] [Crossref]

16. Hartmann, R. (2014). Dark tourism, thanatourism, and dissonant heritage in tourism. In A. A. [Google Scholar] [Crossref]

17. Lew, C. M. Hall, & A. M. Williams (Eds.), The Wiley Blackwell companion to tourism (pp. 521–532). Wiley. https://doi.org/10.1002/9781118474648.ch40 [Google Scholar] [Crossref]

18. Henderson, J. C. (2000). War as a tourist attraction: The case of Vietnam. International Journal of Tourism Research, 2(4), 269–280. https://doi.org/10.1002/1522-1970(200007/08)2:4<269::AID-JTR219>3.0.CO;2-A [Google Scholar] [Crossref]

19. Holloway, J. (2010). Legend-tripping in spooky spaces: Ghost tourism and infrastructures of enchantment. Environment and Planning D: Society and Space, 28(4), 618–637. https://doi.org/10.1068/d9909 [Google Scholar] [Crossref]

20. Holmes, M., & Inglis, D. (2004). Selling the spectre: Ghost stories and tourism in modern Scotland. Studies in Travel Writing, 8(2), 107–123. https://doi.org/10.1080/ 13645145.2004.9634955 [Google Scholar] [Crossref]

21. Hsieh, H. F., & Shannon, S. E. (2005). Three approaches to qualitative content analysis. Qualitative Health Research, 15(9), 1277–1288. https://doi.org/10.1177/ 1049732305276687 [Google Scholar] [Crossref]

22. Inglis, D., & Holmes, M. (2003). Highland and other haunts: Ghosts in Scottish tourism. Annals of Tourism Research, 30(1), 50–63. https://doi.org/10.1016/S0160-7383(02)00034-8 [Google Scholar] [Crossref]

23. Ironside, R., & Smith, F. (2025). Destabilising the home: Place making, dark tourism and the spectral. Tourism Geographies, 27(1), 68–84. [Google Scholar] [Crossref]

24. Ivanova, P., & Light, D. (2017). ‘It’s not that we like death or anything’: Exploring the motivations and experiences of visitors to a lighter dark tourism attraction. Journal of Heritage Tourism, 13(5), 1–14. https://doi.org/10.1080/1743873X.2017.1371181 [Google Scholar] [Crossref]

25. Kang, E.-J., Scott, N., Lee, T. J., & Ballantyne, R. (2012). Benefits of visiting a ‘dark tourism’ site: The case of the Jeju April 3rd Peace Park, Korea. Tourism Management, 33(2), 257–265. https://doi.org/10.1016/j.tourman.2011.03.004 [Google Scholar] [Crossref]

26. Lennon, J. J., & Foley, M. (2000). Dark tourism: The attraction of death and disaster. Continuum. [Google Scholar] [Crossref]

27. Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications. [Google Scholar] [Crossref]

28. Mahdzar, M., Hadi, K. L. A., & Jusoh, N. S. M. (2025). Investigating dark tourism drivers and visitor loyalty at Matang Museum, Perak. Quantum Journal of Social Sciences and [Google Scholar] [Crossref]

29. Humanities, 6(SI3), 23–31. https://doi.org/10.55197/qjssh.v6si3.1012 [Google Scholar] [Crossref]

30. Manning, R. E. (1999). Studies in outdoor recreation: Search and research for satisfaction (2nd ed.). Oregon State University Press. [Google Scholar] [Crossref]

31. Miles, S. (2014). Battlefield sites as dark tourism attractions: An analysis of experience. Journal of Heritage Tourism, 9(2), 134–147. https://doi.org/10.1080/ 1743873X.2013.871017 [Google Scholar] [Crossref]

32. Ming Tak, H., & Ho, H. (2005). Kellie’s Castle: The life and times of William Kellie Smith. Perak Academy. [Google Scholar] [Crossref]

33. Mohd Zahari, M. S., Hanafiah, M. H., Syed Mahboob, S. S., & Md Zain, N. A. (2016). Dark tourism: Is it a growth segment for the Malaysia tourism industry? Tourism and Hospitality Management, 22(1), 47–56. https://doi.org/10.20867/thm.22.1.5 [Google Scholar] [Crossref]

34. Nag, A., & Mishra, S. (2024). Exploring dark tourism in mining heritage: Competitiveness and ethical dilemmas. Journal of Mining and Environment, 15(3), 863–887. [Google Scholar] [Crossref]

35. O’Connor, P. (2010). Managing a hotel’s image on TripAdvisor. Journal of Hospitality Marketing & Management, 19(7), 754–772. https://doi.org/10.1080/19368623.2010.508007 [Google Scholar] [Crossref]

36. Packer, J., & Ballantyne, R. (2016). Conceptualizing the visitor experience: A review of literature and development of a multifaceted model. Visitor Studies, 19(2), 128–143. https://doi.org/10.1080/10645578.2016.1194023 [Google Scholar] [Crossref]

37. Saad, M., Murad, N. F., Kassim, N. M., & Ahmad, A. (2025). Travel hurdles and dark tourism destinations: Unraveling Malaysian tourists’ visit intentions. Turyzm/Tourism, 35(2), 75–85. [Google Scholar] [Crossref]

38. Saldaña, J. (2013). The coding manual for qualitative researchers (2nd ed.). SAGE Publications. [Google Scholar] [Crossref]

39. Sann, R., Lai, P. C., Liaw, S. Y., & Chen, C. T. (2025). The nature of electronic complaints about dark tourism destinations: A machine learning approach. Journal of Heritage Tourism, 20(1), 107–129. [Google Scholar] [Crossref]

40. Seton, A. V. (1996). Guided by the dark: From thanatopsis to thanatourism. International Journal of Heritage Studies, 2(4), 234–244. https://doi.org/10.1080/13527259608722178 [Google Scholar] [Crossref]

41. Seger-Guttmann, T., Medler-Liraz, H., Rosenbaum, M. S., & Martin, D. (2025). Transformative journey experiences to heritage sites: A dark tourism spectrum. Journal of Heritage Tourism, 20(2), 216–234. https://doi.org/10.1080/1743873X.2024.2413681 [Google Scholar] [Crossref]

42. Sharpley, R. (2005). Travels to the edge: Dark tourism, thanatourism and the darker side of travel. In C. Ryan, S. Page, & M. Aicken (Eds.), Taking tourism to the limits: Issues, concepts and managerial perspectives (pp. 177–190). Elsevier. [Google Scholar] [Crossref]

43. Silverman, H. (2015). Heritage and authenticity. In E. Waterton & S. Watson (Eds.), The Palgrave handbook of contemporary heritage research (pp. 345–358). Palgrave Macmillan. https://doi.org/10.1057/9781137293565_22 [Google Scholar] [Crossref]

44. Stone, P. R. (2006). A dark tourism spectrum: Towards a typology of death and macabre related tourist sites, attractions and exhibitions. Tourism: An International Interdisciplinary Journal, 54(2), 145–160. [Google Scholar] [Crossref]

45. Stone, P. R., & Sharpley, R. (2008). Consuming dark tourism: A thanatological perspective. Annals of Tourism Research, 35(2), 574–595. https://doi.org/10.1016/j.annals.2008.02.003 [Google Scholar] [Crossref]

46. Tan, G. A., & Lim, S. (2018). The “Pearl of the Orient” as a dark tourism destination in Malaysia. International Journal of Tourism Cities, 4(3), 317–330. https://doi.org/10.1108/ IJTC-04-2017-0023 [Google Scholar] [Crossref]

47. Tarlow, P. E. (2005). Dark tourism: The appealing ‘dark’ side of tourism and more. In M. Novelli (Ed.), Niche tourism: Contemporary issues, trends and cases (pp. 47–58). Elsevier. [Google Scholar] [Crossref]

48. Uzzell, D., & Ballantyne, R. (1998). Heritage that hurts: Interpretation in a postmodern world. In D. Uzzell & R. Ballantyne (Eds.), Contemporary issues in heritage and environmental interpretation (pp. 152–171). The Stationery Office. [Google Scholar] [Crossref]

49. Wight, A. C., & Lennon, J. J. (2007). Selective interpretation and eclectic human heritage in Lithuania. Tourism Management, 28(2), 519–529. https://doi.org/10.1016/ j.tourman.2006.03.006 [Google Scholar] [Crossref]

50. Zenker, S., & Kock, F. (2020). The coronavirus pandemic: A critical discussion of a tourism research agenda. Tourism Management, 81, Article 104164. https://doi.org/10.1016/ j.tourman.2020.104164 [Google Scholar] [Crossref]

• Reconceptualising Sustainable Intelligence as a Multidimensional Psychological Capability
• Bridging the Gap: Assessing Skills, Training, and Competencies for Curriculum Development in Sustainable Tourism
• Locals’ Level of Awareness on the “Naturally Vibrant Nueva Vizcaya” Slogan: Basis for Enhancement of the Province’s Tourism Branding
• Religious and Heritage-Based Tourism: From Ibn Battutah's Travels to Contemporary Global Practices
• Indigenous Community Entrepreneurship in the Tourism Industry towards Technopreneurship in Malaysia