As the research presented here illustrates, attractions employ a variety of techniques in attempts to elicit an emotional response. Blackpool pleasure Beach typifies how theme parks successfully use emotional discourse and sensory manipulation (particularly that associated with the visual) to encourage very real emotional reaction. Moreover, in providing something to be feared, the sight also provides the opportunity for tourists to play with their role and character (thus implicating feelings of shame and pride in the experience) whilst also providing a shared experience of emotion that can augment social bonds. In a different way, the Beatles Story Exhibition also demonstrates that by playing on the cultural and personal significance of an era, its music and prominent icons, it can for some at least be a genuinely important and moving experience.