This paper analyzes customer perceptions at the Cu Chi Tunnels, a historical tourism site in Vietnam, using a dataset of 20,573 reviews from TripAdvisor platform. The study employs sentiment and topic modeling techniques to examine visitor experiences and perceptions. The Experience Economy Model (EEM) identifies key themes and sentiment trends from the visitor reviews. Integrating these insights with the EEM explains how the Cu Chi Tunnels shape visitor experiences. This research contributes to tourism and marketing by offering practical recommendations for creating memorable experiences at historical sites. The findings present a comprehensive view of customer perceptions at a dark tourism site, which benefits site managers, marketers, and researchers.