Experiencing Dracula's homeland

Transylvania has not only a geographical location as a province of Romania but also a mental meaning as Dracula's land. Dracula has become an important brand name for Romania, attracting many tourists in recent years – especially after the fall of communism. The main dimensions of Dracula's castle (i.e. Bran Castle) experiences shared online by tourists were identified to ascertain the primary reasons for satisfaction and dissatisfaction with visits and to test whether narratives and satisfaction vary according to the occasion (i.e. Halloween). Quantitative (i.e. computer-based) and qualitative (i.e. narrative) content analyses were conducted on the Web reviews written by visitors. The results reveal that the experiences are multidimensional, and they include the following themes: ‘castle’, ‘visit’, ‘Dracula’, ‘inside’, ‘tourist’, ‘outside’, ‘trip’, ‘souvenirs’, ‘stairs’ and ‘Dracula's castle’. The main reasons for dissatisfaction are overcrowding, which is connected with the outside theme, and th...