Thursday, 8 December 2011

Bali = "Disneyfied" destination

Disneyization of a certain destination is the term used to describe the destination having obvious Disney traits in their development. The 4 dimensions of Disneyization include theming, hybrid consumption, merchandising and performative labour. 

Themeing
Themeing serves to differentiate and give value to objects to which it is applied, giving them additional meaning on top of what they actually are. Theming is one of the most evident characteristic in relation to island’s transformation.
The attraction all around the island are subconsciously grouped into different categories, such as the water sports, shopping and temples.
For example, all the temples in Bali are of cultural importance to the island and its people. However, certain temples receive more attention as they enjoy additional perceived value by through theming.   

Hybrid Consumption
It is a general trend whereby forms of consumption associated different with different institutional spheres become interlocked with each other and become increasingly difficult to distinguish.
An example, resorts developed in Bali to cater to tourists tend to offer spa packages and dining facilities, including cultural dances to increase the length of stay of their guests. Essentially, the longer they are attracted to stay, the higher the chances that they consume products with their experiences sold more.
Shopping malls which are increasingly becoming more and more common are also another form of hybrid consumption. It is a place where people shops for clothes, dine at restaurants, be entertained (cinemas), and relax (spas). 

Merchandising
It is the promotion and sale of goods in the form of bearing copyright images or logos and is made under license.
Bali has its unique and intriguing arts and crafts, often sold in souvenir and arts and craft shops. Also unique is the batik. Everyone knows that this certain cloth comes from Bali from its distinctive colours and prints.  


Performative Labour
It is 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.
Bali is growing into a tourism destination. With increasing interaction between the locals and tourists, there’s bound to have some changes in the livelihood of these locals.
With the increasing number of shopping malls and attractions popping up to cater to tourists, locals are being hired. Even the villages, Tenganan and Trunyan, have opened up to tourists and public after many decades of isolation from the outside world. More of the locals are learning and thinking that tourism is their way of survival, thus leaning towards forming most of Bali’s performative labour.  


Therefore, based on the analysis above, I conclude that Bali has indeed been “disneyfied”.

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