Quantitatively exploring the dark ride experience model

Dark rides are popular, archetypal theme park attractions, yet empirical research on their visitor experience remains limited. This study provides a quantitative exploration of Cornelis and Strijbosch's (2024) dark ride experience model, which describes how immersion, emotions, cognitions, and attentional switching (driven by switch factors of motivation, opportunity and ability) shape overall evaluations. Using self-report data from 770 visitors across nine dark rides at a Western European theme park, collected with a purpose-built post-experience survey, we tested 15 derived hypotheses. Results offer partial, context-bound support: switch factors, immersion, and positive emotions consistently predicted overall evaluations both directly and indirectly, whereas findings on cognitive engagement and negative emotions remain inconclusive. Implications for future dark ride research, design and development are discussed.