Disneyfied Characteristics

Yes, definitely in Reykjavik, the capital of Iceland, as it possess certain characteristics of being "disneyfied". I will be explaining through the 3 of the principles: theming, accommodation, merchandising. Performative labour is hard to determine and will not be used to explain the "Disneyfied" characteristics. It requires first hand experience to accurately assess service provided and service efficiency, for example.

There are two malls along the streets of Reykjavik, and they are themed malls designed especially to attract foreigners. In these malls, there are themed in such a way that it caters to the lifestyle of the people. Needs can be met and the shops include fast food chains, entertainment facilities and top brands for fashion. Along the streets, there are also flea markets to target a different group of people.

Theming is evident on the streets of Reykjavik. What I understand from theming is whereby Disney theme park is divided into 'lands' which are themed. Same goes for Reykjavik, the 'lands' include shopping malls, shops on the streets and flea markets in the region, giving visitors the convenience and a variety of shopping experiences.

Hybrid consumption is also apparent in Reykjavik. This street does not focus only on preserving its heritage, they want people and visitors to spend more time on the streets. There are accommodations at the heart of Reykjavik - Hotel Skjaldbreid. This hotel is located right on Laugavegur, Reykjavik‘s main shopping street. Besides the shopping malls, there are a whole variety of entertainment and shops lined up. Since there are more options, people tend to spend more time there, more time generally equates to more spending, thus they will be earning more revenue. Visitors can stay, eat, shop and experience the culture of Reykjavik all in one place, which makes it very convininent for the visitors.

Here is the link to illustrate the vast amount of shopping experiences - http://www.lonelyplanet.com/iceland/reykjavik/shopping

The next priciple is merchandising. In Reykjavik, there are also gift stores available for purchasing of souvenir. They offer a variety of items designed locally and sale of souvenirs with Iceland flag. Merchandising of local souvenirs will enable visitors to remember their experience in Iceland. Through merchandising, it is an alternative source of revenue for the country.

I believe that merchandising is more of being a good marketing technique to encourage repeated visits. Often, people can relate their experiences with the merchandise products. Here is a simple illustration: When one person is happy during their visit in the country, whenever they see the merchandise products they bought as souvenirs, it brings back happy memories.

Here is the website for some of the items that are on sale - http://www.icelandgiftstore.com/home/