THE DISNEYIZATION CHARACTERISTICS AND FORMING MECHANISM OF WUZHEN MODE
ZHANG Zi-ang1,3, LIANG Zeng-xian2,3, BAO Ji-gang2,3
1. School of Geography and Planning, Sun Yat-sen University, Guangzhou 510275, China;
2. School of Tourism Management, Sun Yat-sen University, Guangzhou 510275, China;
3. Center for Tourism Planning and Research, Sun Yat-sen University, Guangzhou 510275, China
Abstract：At present, Chinese society is in an important period of transition from industrialization to post-industrialization, from a production society to a consumption society and an information society. This period in terms of space is one of the important embodiment of urban production space gradually shift to consumption space, era characteristics under the background of consumption culture created a new space, the Disneyization phenomenon is prominent, and has set up in urban planning, urban construction, urban landscape, commercial space, and other fields has been widely discussed. The concept of Disneyization originates from the Disney theme park, which is the process of transforming and influencing things according to the characteristics of the Disney theme park. From the perspective of theme parks and with the help of the theoretical framework of Disneyization, this study makes a case study of Wuzhen mode, a successful example of cultural tourism towns in China. We identify the "Wuzhen mode" in theming, hybrid consumption, merchandising and performative labor of the Disneyization character, essentially reveals the "Wuzhen mode" and the inner link of Disneyization, "Wuzhen mode" at the same time also shows the characteristics of modernity and marketoriented mechanism to further enrich the theory of framework. In addition, the formation mechanism of "Wuzhen mode" is extracted from the local perspective. Finally, it points out the particularity of property right unification of "Wuzhen mode", and points out the limitations of large-scale promotion of "Wuzhen mode" from the perspective of the development of Chinese cultural tourism towns.
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