Degree Name

Doctor of Philosophy


School of Management, Operations and Marketing


Theming is used as a powerful tool in the domain of marketing. Themes structure and regulate the rhythm of consumption experiences by facilitating the interplay between human and non-human entities. Trails such as the international ‘Silk Road’ or a local ‘wine trail’ use theming as a tool to connect multiple destinations, services, institutions and products in a geographic region and guide tourism consumption, providing meaningful experiences to travellers. However, how value emerges for the traveller from such a socio-materially constituted marketplace remains unclear. The agentic capabilities of non-human entities such as landscapes, roads, vehicles and other ‘things’ challenge existing conceptualisations of value, revealing a gap in the understanding of value on themed routes with regard to its substantial ontological framing in marketing.



Unless otherwise indicated, the views expressed in this thesis are those of the author and do not necessarily represent the views of the University of Wollongong.