DISNEYIZATION

Leofoo Village Theme Park

Theming

This theme park has show that Disneyization has taken place with all the characteristics of Disneyization in place.

In Disneyization, it states that there is an growing influence of themed environments in settings like restaurants, shops, hotels and zoos. Theming consists of the application of a narrative to institutions or locations. Theming offers the opportunity to be entertained and to enjoy novel experiences for the consumer.

Leofoo Village Theme Park, is a theme park and a safari that boasts four theme villages , namely:

1) Cowboy style “Wild West”

2) Tropical “South Pacific”

3) Magical and dazzling “Arabian Kingdom”

4) The “African Safari” where tourists can be in close range with wild animals, which has a mini-zoo.

Theming adds a further level of control by manipulating the visitor gaze this helps in a way that visitors are less critical when they become absorbed in the themes. It as almost as though people suspended their critical abilities and standards of decision-making.

Hybrid Consumption

Hybrid consumption main principle is getting people to stay longer. Essentially, the more consumption items fused, the longer people will stay in the venue to which they have been attracted in the first place.

Following the five different themes in the Leofoo Village theme park, there are different souvenir stores and F&B outlets to suit the different themes, which is a way where hybrid consumption is functioning to entice people to stay longer or to buy more souvenirs at the theme park.

The main purpose of visiting the zoo amid the various rides and attractions was to enjoy the rides at the theme park but there are shops selling merchandise relating to the different themes. The shops and restaurants are designed to merge seamlessly, in terms of their theming and location, with the attractions.

Merchandising

Merchandising refers to the promotion of goods in the form of or bearing copyright images and logos, including such products made under license. Merchandising helps to extract further revenue from an image that has already attracted people.

The theme parks are selling licensed merchandise is a hybrid form in which shopping is combined with another form of consumption. In this case, the visitors purpose of visiting the theme park is now accompanied with purchasing of the souvenir in the theme park.

In this theme park, it has merchandise bearing the theme park’s image or logo and representations of creatures, such as the honey and happy which acts as the icon of the park.

Merchandising is closely bound up with hybrid consumption, because in many hybrid consumption environments, in this case is the Leofoo Village theme park, licensed merchandise is one of the major items for sale.

Emotional Labour

Emotional 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 emphasis on the display of positive emotions, ones that are supposed to make the recipient of the emotional labour feel good about the worker and the organization for which he or she works.

The reason for inculcating emotional labour on the part of service staff is that there has been a growing recognition that the style and quality of the delivery of a service are crucial to how it is perceived.

Example is the friendliness and helpfulness of Leofoo Village theme park employees, which is something that is expected from the employees.

Good, memorable service thus becomes a means of distinguishing one service from another.

The Leofoo Village theme park enlarge the field of emotional labour by conscripting their animal inmates into performances and shows. In effect, human emotional labour can be stimulated when the animals are enticed to display behaviour that can be interpreted by the audience as indicative of an emotion, such as friendliness, humour or mischievousness. Such displays are not only spectacular performances in themselves, but also serve to increase the attractiveness of cuddly merchandise and souvenirs based on the animals concerned. Example, After watching monkeys doing their daily activities, there are wide varieties of monkey products to lure visitors to buy.

Control and Surveillance

High control is achieved in the Leofoo Village theme park over the movement and behaviour of guests. Control is achieved prior to entry to a park. From the moment visitors drive into the property of the theme park, they are being controlled. There are signs everywhere that direct visitors where to go bothbefore and after leaving their cars. Once they are in the park, there are instructions about directions and what is appropriate and what is not appropriate behaviour. Example, when visitors are watching the magic fountain show, they are advised not play with water and do not carry glasses, umbrellas and other items into the fountain.

Another method of control and standardization is through scripted interaction, whereby the cast members closely follow a script which varies very little from one occasion to the next, when announcing a show or when providing the patter for a ride.

There are quite a number of themed-restaurants in Taiwan. Below are a few popular themed-restaurants, with the toilet-themed restaurants being the most popular of all which is evident that Disneyization is taking place.

THEMED- RESTAURANTS IN TAIWAN

Toilet-themed restaurants: A toilet-themed restaurant is proving a huge draw for customers in Taiwan, eager to eat food off plates and bowls shaped like western loo seats and Japanese "squat" toilets.

Quirky themed restaurants like the turbulence-free A380, where diners sit in airline seats and order from an international menu (foie gras, squid-ink spaghetti, steak, curry), three waiters are former flight attendants, and the bartender dons pilot stripes to pour wine and announce "landing," or closing for the night.

In the city centre, Hello Kitty hasn't grown up, but its fans have: Kids 3 to 83 appease their kitty lust atHello Kitty Sweets, where kitty-smocked servers hand over kitty-shaped hamburgers and kitty crème brûlée

It would be hard to find a more creative, and bizarre, concept for a Chinese restaurant than The Jail, which is exactly what the name implies. Customers arriving at the big, grim-looking industrial-strength metal door check in with an "inmate" -- appropriately clad in black-and-white striped prison smock and cap -- who handcuffs the customers and leads them inside to their own cell where there is normal dining table. The metal-floored interiors are definitely jail-like, with rusty iron and wooden bars and sliding prison doors.

DISNEYIZATION

Leofoo Village Theme Park

Theming

This theme park has show that Disneyization has taken place with all the characteristics of Disneyization in place.

In Disneyization, it states that there is an growing influence of themed environments in settings like restaurants, shops, hotels and zoos. Theming consists of the application of a narrative to institutions or locations. Theming offers the opportunity to be entertained and to enjoy novel experiences for the consumer.

Leofoo Village Theme Park, is a theme park and a safari that boasts four theme villages , namely:

1) Cowboy style “Wild West”

2) Tropical “South Pacific”

3) Magical and dazzling “Arabian Kingdom”

4) The “African Safari” where tourists can be in close range with wild animals, which has a mini-zoo.

Theming adds a further level of control by manipulating the visitor gaze this helps in a way that visitors are less critical when they become absorbed in the themes. It as almost as though people suspended their critical abilities and standards of decision-making.

Hybrid Consumption

Hybrid consumption main principle is getting people to stay longer. Essentially, the more consumption items fused, the longer people will stay in the venue to which they have been attracted in the first place.

Following the five different themes in the Leofoo Village theme park, there are different souvenir stores and F&B outlets to suit the different themes, which is a way where hybrid consumption is functioning to entice people to stay longer or to buy more souvenirs at the theme park.

The main purpose of visiting the zoo amid the various rides and attractions was to enjoy the rides at the theme park but there are shops selling merchandise relating to the different themes. The shops and restaurants are designed to merge seamlessly, in terms of their theming and location, with the attractions.

Merchandising

Merchandising refers to the promotion of goods in the form of or bearing copyright images and logos, including such products made under license. Merchandising helps to extract further revenue from an image that has already attracted people.

The theme parks are selling licensed merchandise is a hybrid form in which shopping is combined with another form of consumption. In this case, the visitors purpose of visiting the theme park is now accompanied with purchasing of the souvenir in the theme park.

In this theme park, it has merchandise bearing the theme park’s image or logo and representations of creatures, such as the honey and happy which acts as the icon of the park.

Merchandising is closely bound up with hybrid consumption, because in many hybrid consumption environments, in this case is the Leofoo Village theme park, licensed merchandise is one of the major items for sale.

Emotional Labour

Emotional 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 emphasis on the display of positive emotions, ones that are supposed to make the recipient of the emotional labour feel good about the worker and the organization for which he or she works.

The reason for inculcating emotional labour on the part of service staff is that there has been a growing recognition that the style and quality of the delivery of a service are crucial to how it is perceived.

Example is the friendliness and helpfulness of Leofoo Village theme park employees, which is something that is expected from the employees.

Good, memorable service thus becomes a means of distinguishing one service from another.

The Leofoo Village theme park enlarge the field of emotional labour by conscripting their animal inmates into performances and shows. In effect, human emotional labour can be stimulated when the animals are enticed to display behaviour that can be interpreted by the audience as indicative of an emotion, such as friendliness, humour or mischievousness. Such displays are not only spectacular performances in themselves, but also serve to increase the attractiveness of cuddly merchandise and souvenirs based on the animals concerned. Example, After watching monkeys doing their daily activities, there are wide varieties of monkey products to lure visitors to buy.

Control and Surveillance

High control is achieved in the Leofoo Village theme park over the movement and behaviour of guests. Control is achieved prior to entry to a park. From the moment visitors drive into the property of the theme park, they are being controlled. There are signs everywhere that direct visitors where to go bothbefore and after leaving their cars. Once they are in the park, there are instructions about directions and what is appropriate and what is not appropriate behaviour. Example, when visitors are watching the magic fountain show, they are advised not play with water and do not carry glasses, umbrellas and other items into the fountain.

Another method of control and standardization is through scripted interaction, whereby the cast members closely follow a script which varies very little from one occasion to the next, when announcing a show or when providing the patter for a ride.

There are quite a number of themed-restaurants in Taiwan. Below are a few popular themed-restaurants, with the toilet-themed restaurants being the most popular of all which is evident that Disneyization is taking place.

THEMED- RESTAURANTS IN TAIWAN

Toilet-themed restaurants: A toilet-themed restaurant is proving a huge draw for customers in Taiwan, eager to eat food off plates and bowls shaped like western loo seats and Japanese "squat" toilets.

Quirky themed restaurants like the turbulence-free A380, where diners sit in airline seats and order from an international menu (foie gras, squid-ink spaghetti, steak, curry), three waiters are former flight attendants, and the bartender dons pilot stripes to pour wine and announce "landing," or closing for the night.

In the city centre, Hello Kitty hasn't grown up, but its fans have: Kids 3 to 83 appease their kitty lust atHello Kitty Sweets, where kitty-smocked servers hand over kitty-shaped hamburgers and kitty crème brûlée

It would be hard to find a more creative, and bizarre, concept for a Chinese restaurant than The Jail, which is exactly what the name implies. Customers arriving at the big, grim-looking industrial-strength metal door check in with an "inmate" -- appropriately clad in black-and-white striped prison smock and cap -- who handcuffs the customers and leads them inside to their own cell where there is normal dining table. The metal-floored interiors are definitely jail-like, with rusty iron and wooden bars and sliding prison doors.