The location in Dubai that has undergone Disneyization would be Atlantis, The Palm.
It is situated on Palm Jumeriah Island, which is the first man-made island. The Palm is seven star resorts which incorporates the theme of water in its destination. It offers a clear view of the Persian Gulf and structure of the destination is in the shape of a palm. The Palm offers a water adventure theme park, Aquaventure, with thrilling water slides, an underwater aquarium, The Lost Chambers, and a chance to interact and swim with dolphins at the Dolphin Bay. The Atlantis Dive Centre is a five-star dive centre which allows visitors to dive with man-made reefs and there will be certified divers to coach non-divers.
Aquaventure
The underwater aquarium which allows visitors to dine in.
With such a concept, the theme park will be able to offer tourists the opportunity to go shopping, be entertained and at the same time, as well as to enjoy the water theme park.
Theming will transforms a destination fully as it gives a clear meaning and symbolism to the attraction that it has been applied to. The Palm is made up of homogenized, standardized fare, whereby it offers many water themed attractions and activities for the visitors. Theming is also important to a destination as it is to differentiate themselves from the other unique destinations so that more visitors will want to the destination to experience something new.
Hybrid Consumption is whereby different forms of consumption become interlinked with each other and it becomes difficult for the users to distinguish the different types of entertainment. At The Atlantis, visitors will be able to indulge in the different types of activities. There is the Dolphin Bay, where visitors are allowed to swim with the Dolphins, the Aquaventure Park, where visitors will be able to get an thrilling water slides and rides. The Lost Chambers will allow visitors to have an exciting experience where they get to have a “tour” of the underwater world. Besides from these attractions, The Atlantis also offers shopping, entertainment like pools, nightclubs, spa as well as beaches.
By having all these activities that have been mentioned, it highlights the fact that The Atlantis has adopted Hybrid Consumption in their destination. When more consumption items are linked or fused together, it allows consumers to maximise their experience there, like entertainment with shopping, consumers will be exposed to shopping and entertainment at the same time.
The ShuiQi Spa allows visitors to relax in the different treatments offered, including a personal Butler service.
Sip cocktails in Barazura and enjoy the magnificent views over Palm Jumeriah.
Merchandising is defined as promotion of goods in the form of bearing the copyright images and logos, including such products made under such license. (Bryman 2000 p.79)
The Avenues that are available for visitors to shop and purchase goods have a number of luxury boutiques to allow them to splurge and indulge in those luxury goods. Designer brands like Levant, Precise and Ondademar will be able to safisfy the shopping needs of the visitors. Apart from that, the different boutiques in Aquaventure, The Lost Chamber and Dolphin bay also sells merchandises and souvenirs for visitors to purchase. These will also be another platform for The Atlantis to generate sales revenue and also to build brand image.
Perfomative Labour refers to employees masking an emotion as if they are performing in which their workplace is similar to a stage. These employees become like an actor on a stage where they have to “fake” emotions just to ensure that the visitors will have the experience of how the destination feels like.
Dolphin expert trainers were brought in to facilitate the interactions between the visitor and the dolphin. This also ensures the safety of the visitor so that should any mishaps happen, the trainers will be there.
Interaction between trainer and visitors
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