From this, the word 'disneyfication' is created. In simpler terms,Disneyfication is a term that is used to describe such happenings as Starbucks appearing in libraries and churches, McDonalds in office buildings, research tools such as the internet being used as entertainment and 'virtual' culture and enviroment, virtual culture in the form of themed parks, ect. It is basically saying that life is becoming a form of entertainment.
Disneyization comprises of five aspects; theming, hybrid consumption, merchandising, performative labour and control & surveillance.
Theming
Theming, the identifying feature of a Disney theme park, has now spread beyond the berm, in that restaurants, shops, hotels, zoos and so on may theme themselves, infusing them symbolism and a constructed history that enhance their appeal. The service provided is enhanced with entertainment, and in a society which relies increasingly more on service over goods, it is a way of plussing themselves, making them unique, and able to charge a higher price.
Internacional Design Hotel, Lisbon
An example will be Internacional Design Hotel, in Lisbon.It is a popular hotel among tourists where all of the rooms are themed around one of four design concepts, Zen, tribal, urban, and pop. Entertainment like golf and spa is also provided for guests. By theming the hotel, it becomes the unique selling point for the hotel.
Hybrid Consumption
Hybrid consumption is the blending of services and products in an effort to provide more and retain customers longer. Visiting a theme park is not just riding rides, it is dining, shopping and entertainment, just as a mall will provide entertainment or a restaurant will sell merchandise of itself.
SEA LIFE Porto For example, SEA LIFE Porto has gifts and souvenir shops whereby they sell merchandises related to the attraction such as shirts. Furthermore, its annual pass allows 20% discount on the merchandises in the gift shops. SEA LIFE Porto also partners with MacDonalds whereby visitors can stand a chance to win a SEA LIFE's voucher.
Merchandising
This leads on to Merchandising (and similarly branding), which is the marketing of what would typically be rather indistinguishable items with the logo or creative property of a particular cultural construct. A movie is no longer a movie; it can be the launching point of books, CDs, DVDs, clothing, toys, home goods, merchandise and even theme park attractions. By establishing a brand, companies can guarantee higher revenues for a longer duration.
Aqualand, Algarve
For example, the gift shop in AQUALAND, Algarve offers our personalised t-shirts featuring the AQUALAND logo and the attractions. There are also other personalised items from the stationery, toy and soft toy sections from the shops.
Performative Labour
Performative Labour, highly visible in the service industries, is the embellishment of an employee’s role as a service provider to that of a performer. Just as Disneyland workers are not simply staff, they are castmembers and part of the show, this same expectation is found in chain restaurants and shops. It is epitomised by the smile of the staff. Companies recognise that this theatre, like theming, can separate them from the competitors and establish a reputation for service and experience.
For example, theme parks are starting to offer customer services and send staffs to offer help to visitors, similar to service industries like hotels whereby guests call for hotel service. The Zoomarine, which is in Algarve, has a customer service counter whereby visitors can approach the staff for help if in doubt. This personalised service can be seen as a plus point for the theme park to differentiate themselves from other parks.