Abstract:
Disneyization is a relatively new concept and it was introduced by Alan Bryman in
2005. It has four dimensions that include theming, merchandizing, emotional/ performative
labor and de-differentiation/hybrid consumption. These four elements
combine together to form the concept and idea of Disneyization. This concept is
applied in many hotels and restaurants in western countries but in Pakistan this trend
is very new and at its very initial stages so this study aims to analyze the idea and its
impact on the customers specifically in hotel industry. As many hotels in Pakistan are
no eased upon very inspiring themes and the staff members also go an extra mile to
perform better provide quality services to the customers to build relationships which
eventually lead to customer retention thereby increasing profit margins. The hotel
industry in Pakistan is at its boom and the general lifestyle of people in big cities also
encourages it so there is potential and if its utilized in a way that provides a
disneyized experience to the customers it can change the whole scenario and would
result in success for the hotel industry and satisfaction plus new experience for the
customers so it’s a win-win game.
