Dienst van SURF
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Dark rides are archetypal theme park attractions that provide compelling experiences through carefully structured experience designs. In a literature review, we follow and slightly modify Langhof and Güldenberg’s conceptualization of the dark ride experience (DRE) and suggest that the DRE mostly consists of narrative transportation, presence, flow, and emotions. However, to what extent these conceptualizations match actual dark ride supply remains unexamined. Therefore, we evaluate 238 dark rides in the EMEA region on product determinants of the DRE and compare literature-based conceptualizations of the DRE against actual dark ride supply. Findings indicate that dark rides highly vary in terms of storytelling, theming, and pervasive interactivity, thus questioning whether all components of the DRE always apply to the full dark ride spectrum. Proposing the Dark Ride Cube as a dark ride typology, Langhof and Güldenberg’s conceptualization of the DRE is largely confirmed, as well as the currently suggested modifications.
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During this presentation, attendees will gain insights into how three years of intensive scientific research on dark rides, led by Dr. Wim Strijbosch and Dr. Pieter Cornelis, translate into practical implications. Through the examination of 250 dark rides across 75 criteria, attendees will grasp how the dark ride experience is carefully crafted as a staged experience for guests. Additionally, they will delve into a qualitative inquiry revealing two primary experiential trajectories, inward-driven and outward-driven, and learn how guests navigate these trajectories based on their motivations, opportunities, and abilities. Attendees will also discover key components shaping the dark ride experience, including emotion, imagery, and narrative-related states such as narrative transportation, presence and flow.
Dark rides embody a noteworthy phenomenon in theme park destinations and beyond, serving as a textbook example of structured experiences. They therefore offer valuable insights for knowledge development on structured experiences in the broader realm of tourism and leisure experiences. Despite various conceptualizations of the dark ride experience, the visitor's perspective has been largely overseen. Through qualitative interviews we explored 16 distinct dark rides, unveiling key constituent components of their experience and identifying contributing factors. Results indicate that dark rides are primarily appreciated for their ability to generate here-and-now experiences, characterized by imagery, imagery-based states, and emotions. However, visitors may inadvertently shift their focus to internal thoughts and cognitions based on motivation, opportunity, and ability-related switch factors, risking mental disengagement.
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