Disneyization - Case Study of Taiwan

Disneyization refers to the spread of principles exemplified by the Disney theme parks.(Bryman, A.,2004) It is seen as a globalisation force that spread throughout the world. The 4 dimensions of Disneyization are theming, hybrid consumption, merchandising and performative labour.

I will draw case study from Taipei Zoo located in Taiwan to explain the theory Disneyization.

Theming

Theming is the prominent dimension in Disneyization. It refers to the application of a narrative to institutions or locations it is applied, or simply put, giving meaning and symbolism to the object to which it is applies, thus making it more attractive and interesting. In other words, theming will offer opportunity to be entertained and to enjoy novel experiences.(Bryman, A.,2004)

In Taipei Zoo, the park is categorised according to the animals. A specific theme is then giving to give meaning to the group of animals in that area. For example, in the Asian Tropical Rainforest, animals such as Orangutans, Bengal Tigers and Asiatic Elephants could be found there. With such theme zones, visitors could easily know where these animals could be found in the world. However, in order to provide such themed experience the zoo will have to put in huge amount of investment in designing the theme zone to ensure that the man-made landscape would be as close as to the original as possible.

Hybrid Consumption

With more consumption available, the longer the people will stay in a venue. This is what hybrid consumption is about. The dimension refers to the merging of different orders of consumption, so as to fulfil as many needs of visitors to give them reasons to visits and stay longer in the venue.

Hybrid consumption could also be seen in Taipei Zoo. Other than the animals as the attractions of the zoo, Taipei Zoo also has food and beverages outlets for visitors to fill their stomach. This helps to meet the needs for basic needs of visitors, under the Maslow Hierarchy of Needs. In addition, the children zoo would fulfil the needs of a location that is suitable for the whole family. The children will be thrill to have the interaction with the animals there, thus would spend more time playing.

Merchandising

Merchandising refers to the promotion of goods in the form of or bearing copyright images and logos, including such products made under license. (book) Merchandising is to hitch on well-known images to create additional uses and value of the product.

Taipei Zoo has its own souvenir shop located at various part of the zoo to sell its own merchandise. On these merchandise, the logo of Taipei Zoo will be printed on it. Visitors will tend to buy such merchandise with logos as a memento that they had visited the place. In additional, as the Taipei has a special exhibition on Pandas lent by the China government, the merchandise relating with these 2 pandas have also become hot selling items.

Performative labour

This dimension refers to the viewing of frontline service staff as a performer. The main aspect for performative labour is emotional labour, which refers to workers conveying emotions as part of their work roles.

In Taipei Zoo, the staff of the zoo will have to put on a smile on their face regardless of their mood of the day so as to provide good customer service for the visitors. They are also considered as part of the zoo experience of the visitors. Imagine stepping into a zoo and was entertainment by a bad tempered staff, it will surely decrease the enjoyment of the whole zoo trip.

References:

• Bryman, A.(2004). Disneyization of Society, pp2,4,15-17,58,79,103-104.
• Taipei Zoo (English). Retrieved on 14 December, 2010 from http://english.zoo.taipei.gov.tw/content.asp?Cuitem=1128300&mp=104032

Effect of Tourism

Cultural changes

The positive impact tourism had brought for Taiwan in term of culture is that the government has put in effort to preserve the rich culture of Taiwan indigenous group. They had set up tourists attractions such as the Taiwan Indigenous Cultural Park and Formasa Aboriginal Cultural Village. These 2 attractions showcase the lifestyle and spirits of the indigenous group in Taiwan. Cultural performances are also put up for the tourists. This helps to ensure that the culture of these groups of people will not be forgotten and also ensure that tourists do not venture into the area of indigenous group and disrupt their lives.

However, by showcasing the unique culture of these groups of people would also means that cultural significance of the indigenous group would be lost. The culture had now been commoditised into goods for tourists to buy.

Society change

Taiwan is known to be a manufacturing country with many companies base their production plant there, such as the Taiwan Semiconductor Manufacturing Company Limited, which is one of the main income generators for the country revenue. However, with the increase in tourism in Taiwan, it will boost the service industry, and turning it to also be one of the major generators for Taiwan economy. The industry thus will create more job opportunities in the country for the people, thus reducing the unemployment rate in the society.

Economic changes

With the growth of tourism in Taiwan, the country is earning more money from the tourism receipts. According to the tourism bureau of Taiwan, statistics shows that the tourism receipts had increase gradually through the years, the tourism receipt in 2006 is US$5.1M, 2007 is US$5.2M and by 2008, tourism receipts has break the record of all time, $5.9M. With the increase in revenue of the country through tourism, money earned could have been used to help in preserving the culture and heritage of Taiwan.Money earn would also improve the infrastructure of the country to accommodate more tourists. The government is opening up more roads within the mountainous area which benefit locals and tourist which shortened their time for travelling.

Environmental changes

The government had mark out various natural areas and make it a national park, such as Yangmingshan National Park and Taroka National Park. This helps to preserve the natural environment of the place. Specific routes would have mark out for tourists to travel along, thus they would not venture into the forest and affect the flora and fauna in there. Visitors centres are also set up to introduce the place tourists and also educate them to be responsible visitors on the national park.

However, the irony within the national park is that accommodations were built for tourists to stay in. For example, Xongxue Lodge in Taroka National Park is located at an altitude of over 3000m. This would affect the nature of the place with people moving in and out more frequently. The animals’ habits will be affects and tree would have been chopped in the process. I feel that, in the eye of the developer and government, the temptation of earning more tourism receipts is still far more important and conserving the environment.

References:

• Welcome to Taiwan, Taiwan Indigenous Cultural Park. Retrieved on 7 December, 2010 from http://eng.taiwan.net.tw/m1.aspx?sNo=0002122&id=R57
• Welcome to Taiwan, Formosa Aboriginal Culture Village. Retrieved on 7 December, 2010 from http://eng.taiwan.net.tw/m1.aspx?sNo=0002114&id=R2
• Tourism Bureau Ministry of Transportation and Communications, Republic of China, Statistics, Visitor Expenditure. Retrieved on 7 December, 2010 from http://admin.taiwan.net.tw/statistics/File/200812/table16_2008.pdf
• Tarako National Park. Retrieved on 7 December, 2010 from http://www.taroko.gov.tw/English/
• Yangmingshan National Park. Retrieved on 7 December, 2010 from http://www.ymsnp.gov.tw/HTML/ENG/index.asp

Has tourism commoditise cultures and traditions of Taiwan?

In my personal opinion, I feel that tourism had commodified the cultures and traditions of Taiwan to a certain extent. An important part of Taiwan’s culture would be the indigenous groups. Due to tourism, the government had set up theme parks that portray the culture and tourists would need to pay in order to enter these attractions. Culture had been commoditised in this sense as it is sold as a product in terms of experience to the tourists. In additional, within these parks, merchandise that resembles the traditional handcrafts of the groups would also be produce to sell as souvenirs to the tourist. Traditional culture has thus been commercialised and mass sell to the market.

The various festivals in Taiwan have also been commodified to attract more tourists to visit the country. Festivals had been elaborated to entice tourists to visit. For example, the Lantern festivals, people would celebrate it by just carrying lantern to walk around. However, the tourism bureau of Taiwan had started to organise the Taiwan Lantern Festivals somewhat 20 years ago with the display of large high-technology theme lantern and traditional performances will also be put together to create a livelier festivals mood. From a traditionally small scale event had now become a large and lavish celebration, it proved that to earn the dollar from tourists, culture and traditions of Taiwan had changed and commodified.