When tourism is present, disneyfication is unavoidable. Disneyfication refers to the process by which the principles of the Disney theme parks are coming to dominate more and more sectors of America society as well as the rest of the world. There are four stages to disneyfication. It consists of theming, hybrid consumption, merchandising and lastly performative labour. Even though New Zealand is a country famous for its nature, but with the result of globalisation, it has ‘disneyfied’ many areas in the country.
Theming
Theming consists of consumer landscape which is made up of homogenise, standardise fare. Theming can also be seen in New Zealand, mostly in Auckland. Kelly Tarlton’s Antartic Encounter Underwater World, Rainbow’s End Theme Park and Treehouse Restaurant are three examples of places that adopted theming for their restaurant concept.
Theming consists of consumer landscape which is made up of homogenise, standardise fare. Theming can also be seen in New Zealand, mostly in Auckland. Kelly Tarlton’s Antartic Encounter Underwater World, Rainbow’s End Theme Park and Treehouse Restaurant are three examples of places that adopted theming for their restaurant concept.
For Kelly Tarlton’s Antarctic Encounter Underwater World, the two distinct themes it use is the aquatic and conservation theme.
As the name suggest, Rainbow’s End Theme Park theme its theme park according to the colours of the rainbow. According to psychologist, colours will help to brighten up ones mood.
Treehouse Restaurant is an unique restaurant situated in Auckland. It is inspired from many forms of nature,- cocoon protecting the emerging butterfly, onion clove form hung out to dry, lantern, tree fort that offers refudge and it also resemble a sea shell with open ends spiralling in the centre.
With the help of theming, it allows every attraction to have an identity which differentiate themselves from the other attractions including international competitors. This would leave a deeper impression on the consumers’ mind.
Treehouse Restaurant is an unique restaurant situated in Auckland. It is inspired from many forms of nature,- cocoon protecting the emerging butterfly, onion clove form hung out to dry, lantern, tree fort that offers refudge and it also resemble a sea shell with open ends spiralling in the centre.
With the help of theming, it allows every attraction to have an identity which differentiate themselves from the other attractions including international competitors. This would leave a deeper impression on the consumers’ mind.
Hybrid Consumption
Hybrid consumption refers to the systematic way in which different forms of consumption are being tied together. The concept of hybrid consumption is to bring different types of goods and service together under one roof. This would attract people to stay longer as there are more things for them to do.
Hybrid consumption refers to the systematic way in which different forms of consumption are being tied together. The concept of hybrid consumption is to bring different types of goods and service together under one roof. This would attract people to stay longer as there are more things for them to do.
One example in New Zealand which will clearly demonstrate the principle of hybrid consumption is the Sky City in the heart of Auckland most premiere entertainment destination. Sky City offers plenty of activities for tourists to enjoy from casino to hotels, restaurants, theatre, bar and even attractions. At sky park you will get the widest view in Auckland and it also offers adventurous activities like the Skywalk and Skyjump.
By understanding the needs and wants of their guests, they are able to provide service, goods and entertainment to cater to their desire. This would attract their guests to stay longer and hence increase their consumption rate which lead to increase in revenue.
Merchandising
Merchandising refers to the promotion of goods in the form of obearing the copyright images and logos, including such products made under license. The key principle of merchandising is to earn extra revenue from something that people have already been familiar or attracted to. Small merchandise like key chain, hand phone stripe, mugs to big merchandise like pillow, t-shirt and soft toys are goods that are used to generate extra revenue. As New Zealand national icon is Kiwi bird, therefore, supplies actually produce many merchandise with Kiwi Bird on it. This would encourage the tourists to purchase when they travel to New Zealand for holiday.
Performative Labour
Performative Labour
Performative labour refers to employment situations in which workers as part of their work roles need to convey emotions and preferably to appear as though those emotions are deeply held. This applies to service industry and theatrical performances which required employees. In this principle, the employees/working stuffs become like the actor on the stage. In this concept, the employees are closely related to the quality of service that will be provided. The Kahurangi Moari dance theatre is the only professional performers group in New Zealand. For the past 31 year, Kahurangi has travel around to perform and till today, it has performed more than 2000 shows.
In this performing industry, the performers must guarantee customer satisfaction in order to ensure their repeat business.
