Feeling dark, seeing dark: Mind-body in dark tourism

Embodiment is a key under-researched component of dark tourism experiences. Qualitative and experimental methods were applied in four studies to reveal the bidirectional body-mind synchronization in dark tourism experiences. Taking the Chernobyl zone as a case, we first prove the mind-to-body pathway in which the dark experience exerts a measurable effect on the participants' sensory expression in photographs and sketches. We then discover the body-to-mind pathway in which the expressions of darkness can be decoded by others. Furthermore, this study illustrates how the different dark levels of the product photos on a website affect the potential tourists' feelings. This study expands the understanding of embodiment theory in dark tourism with implications for product design and marketing.