Case study I used is Dreamworld in Gold Coast
link: http://www.dreamworld.com.au/
The four principles of Disneyization:
Theming -clothing institutions or objects in a narrative that is largely unrelated to the institution or object to which it is applied
Hybrid consumption - a general trend whereby the forms of consumption associated with different institutional spheres become interlocked with each other and increasingly difficult to distinguish;
Merchandising - the promotion and sale of goods in the form of or bearing copyright images and/or logos, including such products made under licence;
Performative labour - the growing tendency for frontline service work to be viewed as a performance, especially one in which the deliberate display of a certain mood is seen as part of the labour involved in service work
Theming
There are 13 worlds in Dreamworld. Each world has a different theme. Examples are Nickelodeon, Australian Wildlife & Tigers and The Wiggles. In Nickelodeon world, the rides offered are all themed or named after a Nickelodeon show or character such as the Rocket Power Bumper Beach, Angry Beavers Spooty Spin and many more.
http://www.dreamworld.com.au/Attractions/Nickelodeon-Central/Rides--Attractions/
The restaurants or dining stalls are also themed as well. For exsample, the Diggers Rest sells cold drinks, sno cones, ice cream while The Snark Attack Food & Bar sells fish n chips and chicken strips. So the name of the stall implies what it is selling.
Hybrid consumption
Both the theme park rides and attractions are in the same vicinity or area as the souvenir shops or shops selling merchandise. So more than one form of consumption is at work.
Merchandising
There are many souvenir shops in Dreamworld. Each shop sells different items carrying different brands or logos. For example, the Wiggles shop sells DVDs, CDs, toys, books and everything only about the Wiggles. It is also the only executive Wiggles shop in the world while Surf Central sells The latest gear from top surf wear brands including Billabong, Rip Curl, Roxy & Quicksilver. So the goods sold bear some form of copyright images or rights.
Performative labour
One of the criterias for the recruitment of new employees was 'Bright, bubbly & fresh faced with a big smile and lots of enthusiasm!' So as part of the job or service, there has to be a deliberate display of a certain mood.
The changes bought upon by tourism
Some positive changes:
- More economic revenue for the country thus leading to a better standard of living for the locals
- Australia becomes more established more on the world map
- Australia becomes more globalized due to the constant cycle of tourists leaving and entering the country.
- Certain areas of the country are taken care or well-preserved as they serve as tourist attractions such as the sacred lands of the Aborigines and the Aboriginal people themselves
- Australia's culture is more exposed to the world
Some negative changes
- Overcrowding
- Environmental damage to the tourist attractions. eg the beaches, The Great Barrier Reef etc.
- Traditional values may be lost
- Crime increases
- Resources may be used up quicker.
