Disneyzation at India

Disneyzation is a force that is related to the extending influence of principles or values worldwide that result in the exhibition of similar characteristics in different countries. Because of disneyzation, more people are exposed to themed restaurants, hotels, amusement park etc.

Spot ‘Disney’ in modern cities: Delhi

1) First Disney Store opens in India
Walt Disney Company has signed a franchise agreement with Delhi-based Ravi Jaipuria, a very successful businessman in India. This agreement will lead to the opening of an estimate 150 stores across India in the next 5 years.

The first Disney store is set up in 2007 at Gurgaon, the outskirts of Delhi. Currently, they are only selling the stationery products of Walt Disney Co. but it is a temporary plan. In the time to come, more products related to the Disney theme will be brought into the India market. This expansion principle reflected the popularity and great success of the Disney theme park. The retail shop of Walt Disney stationery is a good example of the dimension that states the promotion and selling of merchandise which bears the logo, copyright image under license. In addition, Walt Disney also highlights the importance of delivering consistent service for coordinating their staff to work towards their common goal. Training is offered for all employees regardless their position to familiarize them with the standard service standard, the corporate philosophy, values, goals etc. Therefore, it shows that the frontline service work is seemed as a performance which is one of the dimensions of disneyzation – Performative labor.

Walt Disney Company has identified the potential of establishing its brand in India due to an increase of middle class income. The government has been controlling the opening of the local market, but recently the government changes its policy whereby foreign companies are able to invest in retails shops of single brand products with its partnership with local firms. This policy allows the local firms to benefit as well when developing the market but this also means that it is becoming easier to establish international brand in India. Hence, disneyzation are more likely to occur when policies are more relaxed. Locals now are getting exposed to more international themed products such as Disney. In the long term, disneyzation can cause the dilution of local culture and uniqueness.

2) Hard Rock Café
Hard Rock Café has opened its fourth branch in New Delhi, which affiliate under the flagship of Mumbai’s Café as well as the other regions in Pune and Bengaluru. The opening of the Hard Rock Café in Delhi, the capital of India helps to create higher awareness of the Rock n Roll café and the American menus which many of the locals were not exposed of before. In addition, Hard Rock Café will be selling limited edition products such as Hard Rock Classic and City shirts that are only available in Delhi. Similar as Disney retail shops, the selling of Hard Rock themed products displays one of the dimensions that is merchandising. The products made available by Hard Rock often have their copyrighted logo imprinted on it which can only be sold under the license agreement. Besides that, there is also Hard Rock Hotels and Casinos that are not yet introduced in India, but they can be found in other countries such as Singapore, Las Vegas etc. This indicates an inclination of theming whereby the Hard Rock concept is being applied to irrelevant institution such as hotels and casinos.

Currently, there are more than 20,000 Hard Rock’s staff members with more than 140 locations across 6 continents. Hard Rock Café is growing at a tremendous rate annually. For example, an estimate of 10 countries will have Hard Rock Café in one of their states such as Costa Maya in Mexico, Hanoi in Vietnam etc. The extent of spreading the Hard Rock concept is amazing and it is not surprising if it actually dominates the market globally in the long run.

Analysis of Changes brought by Growth of Tourism in India

Positives (+)

• Generation of income and job opportunities
Tourism is seen as a way to reduce poverty with the increased income and jobs available which promotes the local standard of living. 6.38% of the national GDP comes from tourists receipts that are considered as a significant contribution to the local economy. Besides that, locals are given more job opportunities to be employed in tourism-related industries which are very labor intensive. Statistics have shown that tourism have created 8.78% of the total employment in India. For example, Common Wealth Games 2010 in New Delhi is expected to bring in additional 5 million tourists in India. When tourists visit the country, it is only normal that they will spend extra money in terms of accommodation, transport, sightseeing etc. The additional tourists’ expenditure will boost the local economy to a greater height. According to research, it is forecasted that India will be receiving an estimate of 10 million international tourists in October when the Common Wealth Game commemorates. The Games have also expand the job division such as hotels, airlines, airports and tour operators will be employing more staff during the period of Common Wealth Games.

• Development of Infrastructure
To ensure that tourists are at ease during their stay, facilities and infrastructure is being improved and built. This includes transport system, healthcare facilities as well as hotels and restaurants. The development of the infrastructure will also benefit the locals as they can also make use of the facilities available. For example, the improvement of covered bridges and road joints from city to the neighboring region and main tourists attractions.

• Preservation of Cultural & Heritage Sites
Because of tourists’ interest in the cultural heritage sites, it helps in conservation effort as the government and the locals now recognize the benefits in protecting it. An example, the government is going all out to preserve the original facets of Taj Mahal such as the shutting down of factories, banning the use of cars and buses near Taj Mahal. This is because Taj Mahal has become slightly yellow due to air pollution. In order to keep Taj Mahal in a good condition, the Indian parliament has passed an order to give the Taj Mahal a therapeutic mudpack worth $23,000 every 2 – 3 years to keep the its surface in its milky-white state.

• Protection of Environment
Similar to the preservation of cultural heritage sites, the environment is protected through conservation efforts, recovery work of biological diversity and sustainable use of the resources. The recognition of the environment importance as tourists’ attraction has lead to the establishment of wildlife parks and national park. In India, laws and regulations is passed to preserve the forest as well as native species in order to keep with the growing trend of eco-tourism.

Wildlife Parks in India (Just to name a few)
- Bandipur National Park
- Corbett National Park
- Gir National park
-Kanha National Park

Negatives (-)
• Increase Tension and Hostility
Tourism can results in social tension, hostility and misunderstand that arise between the host community and the tourists. This may be due to clashes in opinion and lack of mutual understanding and respect for each other’s lifestyle and culture. An Australian traveler died after suffering blows from the waiter and security guard in Goa, the south-west of India. The conflict between the waiter and tourist is because of the way the waiter serves the beer which suggests the difference in perception and cultures the root of this tragedy.

• Undesirable Social and Cultural Change
Tourism can erode away the local culture and identity gradually. When there are more tourists coming to the country, the more likely they will face the threat of losing their authenticity. The locals may adopt the tourists’ values such as the way they dress and behave and abandon their traditional lifestyle.

• Destruction & Change of Ecosystem
Beautiful natural landscapes such as rivers, beach and forest are known for their rich ecosystem. The ecosystem is very vulnerable to the risks and pressures as they are often exposed to tourism. An example will be the Krushedei Island situated near Rameswaram. It used to be the marine paradise but now abandoned by the tourists as they longer can admire the attractive coral and marine life. Natural habitats also face the threats of deterioration due to tourists’ activities. For example, when tourists visit the wildlife park, they tend to be loud and this may result in stress of the animals and affect their nature cycle and behavior indirectly.

Tourism, the Culprit of Commodification in Cultures & Traditions?

Tourism has becoming important gradually for many countries, especially to those who are still developing. The issue of tourism is related to the dilution and commodification of local culture and traditions. Because of commodification, authenticity is lost as travel experience has been altered to provide only the gist of the country’s culture. It is inevitable for commodification to occur under the influence of tourism; when tourists visit a country, they often desire to bring back the memories they had during their travel. Local businessman may see this as an opportunity to earn high returns and began to create items that signify the local culture in large scale. Henceforth, it leads to the commodification of culture to provide tangibles for the tourists to bring home as a souvenir. An example, there is a specialized souvenir shop in Dilli Haat that sells a wide range of products which incorporates the local culture. One can find greeting card, Rajasthani wall hangings, Rajasthani cloth toys etc easily there.

Looking at a bigger picture of tourism in Bihar, Bodh Gaya which is a temple that has religious significance to the Buddhism devotees faces the fate of being commodified and transform into a heritage site. In addition, amusement park, luxury hotels and golf course will also be built in order to provide a holistic travel experience. There is no doubt that these changes are able to create wealth and improves the locals financially. Yet, looking at the perspective of the Buddhism devotees, the development plan has threatened their sacred site and the peace they have. With the influx of tourists and establishment of tourists’ facilities, Bodh Gaya will lose its originality which can lead to the failure of heritage tourism in the long term.

All in all, the relationship between tourism and commodification is interlinked that means they are influenced by each other. Relating to the case study of Bodh Gaya, it is because of the effort to boost tourism that leads to the commodification of the sacred place. However, it is also due to commodification that has enhanced the appeal of Bodh Gaya as a heritage tourism attraction. Therefore, there is a need to see them as a whole instead of two separate entities instead of focusing too much on whether tourism is the main culprit behind the commodification of culture and traditions.

Bibliography

http://www.teachindiaproject.org/National%20Language%20of%20India.htm
http://www.bharatonline.com/delhi/travel-tips/languages.html
http://www.justlanded.com/english/India/India-Guide/Language/Languages-in-India
http://www.bharatonline.com/delhi/festivals/index.html
http://wallpaperprovider.blogspot.com/2009/11/sachin-tendulkar-set-01.html
http://www.indialine.com/travel/delhi/attractions.html
http://www.exploredelhi.com/delhi-delicacies.html
http://www.imahal.com/education/index.html
http://www.indialine.com/travel/delhi/attractions.html
http://www.delhitoagra.com/delhi/monuments-in-delhi.html
http://www.mapsofindia.com/delhi/culture/handicrafts.html
http://www.indfy.com/delhi-india/handicrafts.html
http://www.indianmirror.com/religions/reli7.html
http://delhi.clickindia.com/events/commonwealthgames.html
http://ezinearticles.com/?European-Film-Festival-2010-at-New-Delhi-India!&id=4571807
http://www.franchise-international.net/page/walt-disney-company/disney-signs-india-master.php
http://www.toynews-online.biz/news/26196/First-Disney-Store-opens-in-India#after_ad
http://www.trcollege.net/articles/100-impact-of-tourism-in-india
http://www.delhicommonwealthgame.com/new-delhi-special/vacations-new-delhi-2010.html
http://www.travelmartindia.com/Article/Commonwealth-Tourism.html
http://www.wildlife-tour-india.com/wildlife-in-india/bandipur-national-park.html
http://www.nowpublic.com/world/australian-tourist-killed-goa-india
http://www.indialine.com/travel/culture/
http://i.b5z.net/i/u/5960/i/service_leaders.pdf
http://www.hardrock.com/newsviewer.aspx?id=106§ion=cafe
http://www.contentwriter.in/articles/fashion-shopping/dilli-haat.htm
http://www.telegraph.co.uk/travel/travelnews/4948404/Bodh-Gaya-India-a-Buddhist-site-under-threat.html
http://www.simplyairlines.com/cityguides/delhi-city-guide.php
http://www.bryanboy.com/bryanboy_le_superstar_fab/2008/12/and-the-winner-is.html
http://www.indianetzone.com/44/delhi_combined_entrance_examination_cee.htm
http://www.biotecnika.org/biotech-college/pondicherry/pondicherry-university
http://commons.wikimedia.org/wiki/File:Buddha-jayanti-park.jpg (For pictures only)
http://suncallmoonbright.blogspot.com/2008/04/india-day-3-to-4-lodi-park-and-qutb.html
http://www.topnews.in/law/mughal-garden-be-open-public-tomorrow-27769
http://delhicitypictureindia.blogspot.com/2008/09/red-fort-lal-qila.html
http://www.goabeachresorts.co.uk/?p=59
http://www.indovacations.net/english/Qutub_Minar_delhi.htm
http://www.nettechnowebdesign.com/sachin_tendulkar.htm
http://www.allempires.net/your-favourite-piece-of-art-ancient-or-mo_topic15435_post287704.html
http://www.nbmindia.com/handicrafts.html
http://travel.webshots.com/photo/2345983790047837447SjJjTB
http://movie-on.blogspot.com/2010/11/23rd-european-film-awards-nominations.html
http://www.news-relay.com/latest-news/cwg-2010-news-amitabh-bachchan-is-not-the-brand-ambassador-of-commonwealth-games-2010/
http://www.indianetzone.com/37/indian_aboriginal_tribes.htm
http://commons.wikimedia.org/wiki/File:Khasi_tribe_para_dance.jpg
http://www.abuydvd.com/walt-disneys-100-years-of-magic-dvd-boxset-164-dvds-p-1881.html
http://itthing.com/50-years-of-walt-disney
http://www.vegastrademarkattorney.com/2010/09/hard-rock-cafe-sues-hard-rock-hotel.html

Lonely Planet. (2000). Delhi 2nd Ed. Victoria, Australia: Lonely Planet Publications Pte Ltd.