Marketing Experiences for Visitor Attractions: The Contribution of Theming

Abstract

Purpose

This chapter looks at similarities between the experience economy and Disneyization, with specific focus placed on theming as a means of enhancing the visitor’s experience. Sophisticated tourists have brought with them the need for research to explain their behavior and place more emphasis on experiences. The Addo Elephant National Park, South Africa, is presented as a case study that uses interpretation as a tool for theming.

Methodology/approach

This chapter is approached from a marketing perspective on visitor attractions. Several issues and guidelines related to theming are presented to highlight several aspects which visitor attraction managers need to consider when seeking to use theming to enhance or create a visitor experience.

Findings

What was evident from the literature is that the theme is the most important aspect in all models (i.e., the experience economy, Disneyization, and interpretation). The theme should be planned meticulously as the theme refers to several aspects not only in the experience itself, but also in the experience cycle. It is therefore a quite complex tool to use that should not be taken lightly in order to benefit fully from the advantages it offers.

Originality/value

The value of this chapter lies in the fact that several models and their similarities were presented with an underpinning tool called theming. As not much research have been done on theming, the guidelines presented by all the models have been considered in a systematic manner that would assist visitor attraction managers in forming a better understanding of the use of the tool and issues related to it. With this said, there are several aspects highlighted in the chapter which necessitate more research in order to assist managers effectively in designing effective themes.

Citation

Botha, E. (2016), "Marketing Experiences for Visitor Attractions: The Contribution of Theming", Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald Group Publishing Limited, Leeds, pp. 343-362. https://doi.org/10.1108/978-1-78635-290-320161013