Examining the Experiences of Visitors—Dark Tourism at the Old Melbourne Gaol: Reviews from TripAdvisor

The number of tourists visiting historical sites is increasing, particularly those that deal with the darker aspects of history, such as mortality. Despite this trend, there has been limited research on the experiences of dark tourists in prison museums, specifically the ‘Old Melbourne Gaol’. The purpose of this chapter is to analyse the experiences of visitors and provide recommendations for improvement. The significance of this study lies in the understanding of dark tourist experiences, which will provide insights into how services can be enhanced in prison museums. The authors apply qualitative methods and thematic analysis to gain a better understanding of visitor experiences and to make suggestions for future visits. The sample is purposively selected to reflect a mix of reviews from TripAdvisor. The key finding is that most visitors are international tourists, who travel with family or friends and visit at the end of the year, implying that services should be geared towards this demographic. Overall, visitor experiences are positive, with themes such as the authenticity of the prison life, interactive experiences, and exciting re-enactments being evident at the Old Melbourne Gaol. The results highlight the importance of customer service, as it affects visitor satisfaction and can enhance the service offerings to increase the number of visitors and improve the experience.