Visits to sites associated with death and suffering are considered emotionally laden. Few studies empirically investigated visitor emotions at such sites. This study examines emotional responses of 241 visitors to concentration camp memorial Neuengamme and assesses how emotions are associated with long-term consequences of revisit intentions and positive word of mouth. Tourists experience negative emotions more intensely compared with positive emotions. Negative emotions predict long-term behavioral intentions more than positive emotions do. Shock and sadness are of particular importance. This study suggests that certain negative emotions also have the power to broaden-and-build and may have long-term behavioral consequences. Copyright © 2013 John Wiley & Sons, Ltd.