From Revolutionary Cinema to Memory Pilgrimage: Affect, Attachment, and Film-Induced Dark Tourism in Vietnam

Historical–revolutionary films remain underexplored in tourism research, particularly regarding howcinematic narratives shape emotions, place attachment, and visitation intentions toward dark heritagesites in Southeast Asia. This study investigates how historical–revolutionary films influence touristintentions toward dark heritage destinations, focusing on Red Rain (Mưa Đỏ) and Quang Tri, Vietnam.Drawing on Affect Theory and Attachment Theory, we examine how cinematic narratives ofwar and sacrifice evoke emotions and place attachment that shape visitation intentions. Using a qualitativeapproach, 45 in-depth interviews were conducted during the film’s release. Thematic analysisreveals three main findings. First, the film triggered ambivalent emotions—pride, sorrow, empathy,and reflection—that served as emotional catalysts guiding perceptions of “red addresses.” Second,these emotions fostered psychological and symbolic bonds with revolutionary sites, turning theminto “memory pilgrimage sites.” Third, while film served as the dominant influence, complementaryfactors such as peer suggestions, costs, and promotional programs also played a role. Managerialimplications include developing responsible interpretation, film–tourism collaboration, and memorybasedexperiential products.