Exploring theming dimensions in a tourism context

Abstract

Theming is used to differentiate places and how they are experienced and is thereby a growing phenomenon within tourism and society at large. Although there is an increasing body of research that examines themed environments, there is a lack of empirical studies that explore the concept of theming and its dimensions in a tourism context. This study aims to contribute to the exploration of the concept of theming and its dimensions. Based on this aim, a qualitative study was undertaken. Half-structured interviews with 10 strategically selected key informants in various theming related fields were conducted over the course of one year. The findings reveal 10 dimensions that were significant for theming: (i) authenticity, (ii) chronotope, (iii) cohesion, (iv) digital technology, (v) immersion, (vi) interaction/co-creation, (vii) multisensory, (viii) novelty, (ix) relatability, and (x) storytelling/narrative. The contributions of this study are both theoretical and practical for tourism.

Geocultural Heritage as a Basis for Themed GeoTown—The “Józefów StoneTown” Model in the Roztocze Region (SE Poland)

“…Especially the first one fits well into the assumptions of education through tourism [40]. The main theme can provide tourists with memorable experiences [17] influencing the final memory stage, i.e., the so-called "echo of the tourist product" [41]. Therefore, the themed village/town embodies the triad-the 3Es (entertainment, excitement, and education; [42]) of tourism-which involves building the tourism product of a themed village [43].…”

“…In addition, thematisation meets the current trends in geotourism. The concept of "thematisation of space" refers to the American term "theming", defined as "the patterning of space, activity, or event to symbolise experiences and/or senses from a special or specific past, present, or future place, activity, or event as currently imagined" [15] and originally referred to amusement parks [16,17]. Although still insufficient research has been conducted in this area [17], the concept of thematisation of places/attractions fits into two research perspectives [18,19].…”

“…The concept of "thematisation of space" refers to the American term "theming", defined as "the patterning of space, activity, or event to symbolise experiences and/or senses from a special or specific past, present, or future place, activity, or event as currently imagined" [15] and originally referred to amusement parks [16,17]. Although still insufficient research has been conducted in this area [17], the concept of thematisation of places/attractions fits into two research perspectives [18,19]. One of them is associated with the sphere of consumer spaces, e.g., theme and recreation parks [20,21], theme villages [22], and theme urban spaces [16,23], while the other one is related to the thematisation of parts of each space or man-made object [24].…”

“…It is therefore a tool for the management of the socioeconomic development of the area [27]. Moreover, regardless of the terms "themes" [20][21][22], "thematisation" [28], "themed" [29], and "theming" [30] used, thematisation is crucial for various types of tourism [31] as it involves enhancement of the tourist attractiveness of various spaces [17]. The area/town thematisation is therefore part of one of the three levels of such space creation, i.e., the intended theme/motif when the main theme and narrative are used in the creation [32][33][34], including the geohistorical evolution of regions [35] referred to by most objects/attractions [35][36][37].…”