Impact of Disneyization on Customers in Hotel Industry of Pakistan

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.