CHAPTER 9 Hospitality Implications of the revolution in consumption

Simulation and Hyperreality

" Simulation 'the act of imitating some behaviours of some situations or some process'

" Hyperreality 'conditions in which what is real and what is fiction are blended together with no real distinction on what is real or unreal'

'Consumers nowadays (Postmodern consumer) posed more tendencies to replace an existing reality with one that is simulated or hyperreal'This makes the role of simulation and hyperreality become more prevalent

Sectors in Hospitality which incorporate these concepts will be covered, these include:!The restaurant and Bar sector!Theme parks!Cruise ships!Hotels!Heritage sites

Restaurants and Bars

"Themed restaurants that share 'Eatertainment' concept!Rainforest cafe'

" Ethnic restaurants- TGI's Friday- Almajijis Moroccan Tea room

Rainforest Cafe" Owned by Landry's Restaurants Inc., a company theme restaurant chain,

based in Houston, Texas. " To date the company owns 27 restaurants in the United States, three in

Mexico, two in Canada, and one each in France, the United Kingdom, and Japan. The chain focuses on establishing a presence in larger cities and shopping malls, capitalizing on local tourism.

" To deliver a 'Tropical rainforest theme'" Large marine aquariums are common in most restaurants. " Automated water sprinklers and synchronized lights set to specific patterns are also

featured. " A simulated thunderstorm occurs every thirty minutes," There is a tree usually located in the gift shops named Tracy that talks and gives

information on rainforests." The restaurants are partitioned into several rooms by means of rain curtains

Rainforest Cafe" The Rainforest Cafe serves food ranging from

seafood, beef, and chicken to pastas and pizzas, as well as its award-winning crab dip.

" The staff of Rainforest Cafe are named in accordance with the safari theme. Servers are called Safari Guides, hosts/hostesses are Tour Guides, retail sales associates are Pathfinders, bartenders are Navigators, bussers are Safari Assistants and kitchen staff are named Trailblazers. Rainforest Cafe restaurants have a retail village, where rainforest themed merchandise is sold.

TGI's Friday

" an American restaurant chain focusing on casual dining The company is a unit of the Carlson Companies

" Its name is taken from the expression TGIF. The company asserts that it stands for "Thank Goodness It's Friday,"

" Friday's has a large menu with an emphasis on alcoholic beverages which includes their famous "Ultimate" drinks which are served in an 18 oz. (532 mL) glass

" They also focus on a variety of blended drinks that are signature to the Friday's name, such as the "Tropicolada" and the "Friday's Freeze". A section of the menu is dedicated to the "Jack Daniel's Grill", a selection of items with a special Jack Daniel's-branded sauce.

" The restaurant also offer both low carbohydrate and low fat menu items.

Almajilis -The Moroccan style Tea room

Theme Park Sector

" The Disney empire" Started the development in 1955, California,US" Followed by Walt Disney World (WDW) in

Florida in 1971, Tokyo Disneyland in 1983, EuroDisney, Paris in 1992

" For this case, Walt Disney World (WDW), Florida will be a focus.

Walt Disney World (WDW), Florida

" Within WDW, there are" 4 Theme parks

! The Magic Kingdom! Epcot! Disney's Animal Kingdom Park! Disney's Hollywood studios

" 2 Water parks! Disney's Blizzard beach! Disney's Typhoon Lagoon

Themepark 1: The Magic Kingdom

" Enchanting entertainment, classic attractions, beloved Disney Characters and spectacular parades and fireworks in a place where fairytale dreams can come true.

Theme park 2: The Epcot

" Future World is full of sensational attractions—including one of the fastest attractions in all Disney Parks—as well as inspiring entertainment and shows, all of which focus on technological advancements, innovation and wonder. In Future World, ideas become reality.

" From the picture is The Epcot theme park icon, Spaceship Earth

Theme park 3 : The Animal Kingdom

" full of attractions, adventures and entertainment that reflect Walt Disney's dedication to nature and conservation, and in doing so, the Park leads the way in animal care, education and research.

" Home to more than 1,700 animals from 250 species and sprawling across 500 acres of lush landscape, Disney's Animal Kingdom theme park is the largest animal-themed park in the world!

Theme park 4:Disney's Hollywood studios" offers behind-the-

scenes glimpses of Hollywood-style action with live shows, thrilling attractions, backstage tours and special events that only happen in this Disney Park dedicated to entertainment.

Water parks in WDW

" 2 Water parks! Disney's Blizzard beach! Disney's Typhoon Lagoon

Water Park 1: Disney's Blizzard

beach" Featuring one of the

world's tallest and fastest waterslides, as well as slides and rides for the whole family.

Water park 2 :Disney's Typhoon Lagoon

" Attractions for the whole family—from fast waterslides to a children's area with pint-sized raft rides. Catch 6-foot waves in the Surf Pool and snorkel Shark Reef—with real sharks!

Accommodations in WDW

" http://disneyworld.disney.go.com/resorts/

Cruise ships" In recent years, the cruising industry has undergone dramatic

changes --> the ship is largely seen as the holiday, rather than the means of getting to interesting locations

" The largest market is US --> accounts for almost 70 percent of the current volumes

" More than 15 million people from around the world travelled by cruises in 2009

" However, the cruise ship market is still in infancy stage" The modern cruise ship is a highly effective means for getting

people to spend large sums of money and consume array of services and goods, many of which, are hospitality products

Cruise Poll 2010 : Large ship

The high-end cruise : Crystal Serenity

" http://www.crystalcruises.com/ExperienceShips.aspx?ID=2

" http://www.crystalcruises.com/OfferDetail.aspx?OG=174&intcmp=10000-PROTX170&pos=R4&pgid=OFFERDET-170

The budget cruise

" The three- and four-day market is a magnet for younger cruisers, first-timers, those on a budget or people who just want to get away for a few days

" Majesty of the seas's $209 deals, 4 nights from Bahamas to Miamihttp://cruise.expedia.com/Ship.aspx?sh=Majesty+of+the+Seas&tab=4

Hotels

" The Luxor hotel, Las Vegas"

Top 10 hotels with theme around the world" http://www.hotel.info/en/blog/the-most-amazing-

and-unusual-hotels/

Reasons why hospitality Industry has so quickly and completely taken onboard

simulation as a means of consumption..." 1) Control

Far easier to control e.g. In terms of weather conditions, temperature,light, color, atmospherics, etc.,

" 2) RepairFar easier to repair and update simulations than it is ' reality' ,e.g. Luxor's pyramid

" 3) Hyperreality It is possible to make the simulations more real than the original

" 4) The role of media