Disneyization is a global force that is changing the face of tourism is different parts of the world. Many countries now model their tourism after Disneyland theme parks due to their immense success worldwide. Below are a few ways that New Zealand tries to model their tourism after Disneyland theme parks in hope to boost tourism.
One of the dimensions of Disneyization is the hybrid consumption. This means when consumers consume a product, they are also consuming another product that is being consumed at the same time and these two products cannot be distinguished.
This is happening in New Zealand whereby dinner is usually accompanied by traditional song and dance. An example is in the Tamaki Maori Village where tourists are served traditional Maori feasts while the tribesmen perform the haka.
Another of dimension is the merchandising which is the promotion and sale of a product that is in the form or copyright images or logos. One example is the Lord of the Rings tour. Lord of the Rings is a branded name with copyright laws to it and the tour is branded under that name. The New Zealand tourism board largely promotes this tour as it is familiar to tourists due to that branding.
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