The limits of creative approach: Conducting an orchestra of emotions in the darkness

Abstract

Soviet period has left behind number of uncomfortable, also unwanted heritage sites in Eastern Europe countries that are sensitive, emotionally loaded and easy to communicate neither for locals nor tourists. Such a site is Committee for State Security Building that functions as a museum of Communist regime victims in Riga, Latvia. The research discusses the balance between creativity and authentic simplicity in the designing visitors’ on-site experience in dark tourism objects. The aim of the study is to explore visitors’ emotions during visit to Committee for State Security Building in Riga and the role of a creative tourism product design in stimulating emotions. Visitors’ comments about their visit to the Committee for State Security Building on TripAdvisor were used as the main data source. The research results confirm walking tour in Committee for State Security Building generates memorable impressions and contrast the opinion that new layers of creativity to this dark tourism product would satisfy and entertain customer. The Committee for State Security Building in Riga is an example where creative tourism product design does not have a significant impact on the emotional experience of visitors because main sources of visitors’ experience are high quality performance of tour guides and their rich knowledge, personal stories, authentic atmosphere and interior of the building.