McDonaldization and commercial outdoor recreation and tourism in Alaska

Abstract

This article uses perceptions of commercial tour operators in Juneau, Alaska, to examine the extent to which the commercial outdoor recreation and tourism industry in this area reflects principles of McDonaldization – efficiency, calculability, predictability and control. Data from interviews with 23 operators suggest that this industry in Juneau illustrates these principles. The large-scale nature of this industry in the Juneau area necessitates elements of McDonaldization with examples such as the efficiency of short and packaged activities, the predictability of activities with certainty, the calculability of tour timeframes, and the control that the cruise industry exerts over commercial activities through contracts with tour operators. In contrast, evidence of customization and flexibility occurred alongside examples of McDonaldization, such as independent booking and customizable tours and interpretation. Implications of McDonaldization include increased number and diversity of visitors, as well as more outdoor activities characterized by improved accessibility, decreased duration, and increased certainty. Implications for theory, society, the environment, and visitor experiences are discussed.

Keywords:

• McDonaldization
• outdoor recreation and tourism
• commercial operators
• cruise industry

ACKNOWLEDGMENTS

The authors acknowledge funding received for this research from the USDA Forest Service Pacific Northwest Research Station and other research support from Oregon State University. The authors would like to further thank the interviewed operators and guides for their cooperation and support of this project. Anne Hereford of Downstream Strategies is thanked for developing the map for this article. The lead author was at Oregon State University when this research was conducted.