Through the Dark Mirror: Mediated Reactions to Extreme Immersive Horror and Its Place in Tourism Ethics

This study examines public discourse on immersive horror tourism through analysis of YouTube comments responding to the 2023 documentary Monster Inside: America’s Most Extreme Haunted House , which profiles McKamey Manor. Guided by Reflective Projective Theory and thematic analysis, 695 comments from five videos were analyzed to explore how mediated representations are perceived and debated. Three themes emerged: rationales for the existence of immersive horror, perceived social implications, and concerns for participant welfare. Comments defending autonomy and personal choice contrasted with critiques portraying the attraction as exploitative, unethical, or misaligned with legitimate tourism and haunt traditions. Issues of consent, legality, and vulnerability were frequently raised, often framed through popular culture references such as Saw and Hostel . Emotional tones were dominated by outrage, disgust, and moral condemnation, with some fascination and curiosity. Findings position immersive horror tourism as a contested subcategory within dark tourism, with implications for ethics, regulation, and industry identity.