Conceptualizing the dark ride experience through the Dark Ride Cube: Evidence from the EMEA region.

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.