Theming networks

Per Pettersson Löfquist

Theming Networks

…presupposes the growth of tourism

reflexivity, the set of disciplines,
procedures and criteria that enable
each (and every?) place to monitor,
evaluate and develop its tourism
potential within the emerging
patterns of global tourism” (Urry p.24)
Theming Networks
• The concept of Disneyization typifies
organisations/destinations that ultimately rest on their
ability to innovate and address narratives
• ”One of the main foundations for Disneyization
is that of increasing the appeal of goods and
services and the settings in which they are
purveyed in the increasingly homogenized
environments that are the products of
McDonaldization” (Bryman p.4)
 Theming Networks
• Disneyization implies an organisation that is codified in a
strong narrative that creates emotional bonds.
• Through ideals and ideology (eg. heritage, sustainability, ethics)
• Through heroic role models (eg. founder of a company, Astrid
Lindgren)
• Through emphasis on commitment (eg. superior service,
customization)
Theming Networks
”Theming consists of the application of a
narrative to institutions or locations. […]
source of the theme is external to the
institution or object to which it is applied.
[…] Theming provides a veneer of meaning
and symbolism to the objects to which it is
applied. […] a meaning the transcends or at
the very least is in addition to what they
actually are.” (Bryman p.15)
Theming Networks
• Coordinating the TPS means to work on, or address, the
narrative as material as possible, to create sensations.

• Hybrid consumption
• Merchandise
• Performative labour
• Require consolidated collaboration
Theming Networks

• Hybrid Consumption
To do, To sleep, To eat, To travel, Complete experience

Principle of Destination

Principle of long stay

Theming Networks
Theming Networks
The Total Tourism Product
”The total tourism product is a comprehensive offer of
goods, services and common properties that satisfies the
traveller’s needs in conjunction with a temporary
residence away from home. The place or area where
consumption occurs is part of the product.” (Kamfjord p.139)

•The Synthetic Total Tourism Product •The Authentic Total Tourism Product
- Centralized control and coordination - Decentralized control and coordination
Theming Networks
• Merchandise

Making the destination appeal material.

Consumption adapted to theme.
Souvenir
Logotype
Tie in
Theming Networks
• Performative labour

Servicing and storytelling the theme.

Guiding
Serving
Acting