The Disneyization of cruise travel.

Abstract

This chapter explores the concept of 'Disneyization' on board certain cruise ships. It outlines the characteristics of such ships as being oriented around specific themes in which service employees are treated as 'emotional labour' where they are expected to shape their own emotions so as to evoke specified emotional responses in customers. Such themes and employee attitudes are purpose-built in order to foster 'dedifferentiated' and merchandized consumption.

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