Disneyization in Bali

A previously tranquil island, Bali has been set abuzz by globalization, fueled by the inflow of tourism and development. Cultural erosion, destruction of nature and disruption of the natives traditional lifestyles aside, I found that disneyization has been observed in various aspects of Bali as well. Disneyization is seen as a globalizing force which spreads the principles associated with Disney theme parks around the world. Trances of the theme park culture model can be seen in many countries around the world. With the “globalization wave” gushing into Bali with tourism, it is inevitable that Disneyization has found its way into the once tranquil, undeveloped island. Or so I thought, after studying the changes Bali made to accommodate tourism with relation to the four emblematic dimensions of Disney theme parks (theming, hybrid consumption, merchandising, performative labour).

Theming across Bali

Theming serves to differentiate and give value to objects to which it is applied, giving them additional meaning on top of what they actually are. Comparing Bali’s pre-development state to the current renowned tourist destination, theming is one of the most evident phenomenons in relation to island’s transformation.

Have you realized that places in Bali have been labeled “must-see” attractions across websites, shaping perceptions of what is actually of value and significance on the island?

Tanah Lot- "Must-see" attraction in Bali

Sights and attractions have been subconsciously themed by efforts to market the island as a destination. For example, firstly consider the significance of temples to the Balinese. In reality, all temples in Bali are of cultural importance to the island and its people. They are all part of the Balinese culture and thus share common core traits of being places important places of worship to the Balinese. However, temples such as the Pura Bersakih, Pura Kehen and the Tanah Lot receive much more attention as they enjoy additional perceived value by theming across Bali’s places and attractions.

It is not difficult to spot theming in Bali in many aspects of tourism-supporting facilities.

 

Waterbom Park, Bali

 A more obvious example of application of themes (theming) in Bali can be found in the existence of the Waterbom Park and Spa, a water theme park which concept involves incorporating water in activities (e.g. water slides, swim-up bars) alongside its theme. Resorts in Bali are themed by the concepts they are built on (e.g. modern-chic, “traditional” villas). 



Museum Subak's Exhibit

It came as a shock for me but even Bali’s museums portray signs of theming! For example, the Museum Manusa Yadnya is named according to the topic of the process of human life its exhibits portray. Likewise, visitors can expect Museum Subak’s exhibitions to revolve around agriculture in Bali.

Hybrid consumption- What are consumers actually buying?

As a tourism hotspot, one of the tourism goals of Bali would no doubt be to prolong visitors’ stay to maximize opportunities of tourist expenditure. To achieve this aim, Bali’s tourism development has been shaped along the lines of creating a destination, a stay-worthy venue to tourists. Molded by the ideology that the more consumption products are blended the greater the draw and incentive for people who have been attracted to the venue.

Look around Bali. Compare it to its pre-development days. More and more facilitating services and products have been created and offered to visitors, simply to give them more reasons to stay and spend in the name of being on holiday.

Modern Shopping Mall in Kuta, Bali

Shopping malls, shopping districts, food and beverage outlets and resorts have been increasingly appearing in Bali with tourism development, adding to the list of things to do in Bali. This promotes the perception of the “need” spend more days on the island on within a certain place in order to experience its offers.  These facilitating products of tourism are consumed simultaneously with accommodation, food and beverage and transport (Hybrid consumption).

Cultural Dance Performance @ a Beach Dinner

Resorts also tend to offer spa packages and dining facilities cultural dances to increase the length of stay of their guests. Essentially, the longer they are attracted to stay, the higher the chances that they consume products with their experiences sold more.

So, what are the tourists actually buying? Is it the experiences or consumer products offered? Well, it is the blend of all of the above.

Merchandising- Brands as selling and profit maximizing strategies

Merchandising is one of the obvious characteristics of disneyization in Bali today. With the growth in foreign investments with tourism, brands, franchises and products have been brought into the island. Renowned brands Body Shop and prestigious brand names like Gucci can increasingly be found on Bali in shopping malls. Closely linked to hybrid consumption, merchandising is one of the evident selling strategies of businesses.

A distinct example would be the Hard Rock Café Bali, like its other international counterparts has extensive lines of merchandise ranging from t-shirts to mugs bearing the country/ state in which the particular outlet is located in. Customers do not necessarily have to dine in to purchase the merchandise as keepsakes of their holiday but are able to get them at the gifts area. Due to the reputation of the Hard Rock Café, many tourists are in fact, willing to acquire the Hard Rock Café Bali’s collection of merchandise.



Local shops: Are "branded" items better?

Increasingly, local products have also been “branded” by aspiring businesses. While local products such as cloth bags are widely sold in Bali, businesses have taken to branding these products (E.g. Balichandra Collection). The brands sell assurance of quality and promise of worth, allowing the products to be sold at higher prices.

Performative Labour: A show for all

 

Lombok Rice Farmers- The Balinese Friendlines

 In Bali, much of the tourism product lies in the culture of the people. With the mass public being part of the core of tourism in Bali, locals are urged to act in ways which the culture has been portrayed. Many websites mention Balinese as friendly people who would not fail to smile at tourists. However, an article report showed that the friendly and forthcoming nature might very well have just been a front put up for the tourists to facilitate their experiences.

“The government constantly urges the people to smile and make their traditional ceremonies extra lavish to please the visitors.”- THE PARADISE PARADOX, Keith Loveard
As it seems, what is perceived by tourists might be an experience shaped by the government, carried out by the host community.