Abstract:
The concept of disneyization and its elements have recently been emerged in literature.
However how these things help in enhancing the service encounter have not been studied.
The research offers description of different terms like nostalgia, disneyization and service
marketing. An effort has been made to study whether every individual experiences
nostalgia or not and how do they associate themselves with this concept. Moreover does
nostalgia multiplies when people are in group or not.
