Advances in Economics, Management and Political Sciences

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Proceedings of the 2nd International Conference on Management Research and Economic Development

Series Vol. 83 , 24 May 2024


Open Access | Article

The Reasons on Rapid Recovery of Shanghai Disneyland

Zhaohua Fan * 1
1 Faculty of Society Science and Law, University of Bristol, City of Bristol, BS8 1TH, The United Kingdom

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 83, 1-7
Published 24 May 2024. © 24 May 2024 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Zhaohua Fan. The Reasons on Rapid Recovery of Shanghai Disneyland . AEMPS (2024) Vol. 83: 1-7. DOI: 10.54254/2754-1169/83/20240708.

Abstract

The outbreak of the COVID-19 pandemic severely impacted many industries, and Disney theme parks were among the hardest hit, suffering significant losses. However, as the pandemic gradually subsided, Shanghai Disneyland, being the first Disney theme park to reopen, experienced a much faster recovery than other Disney theme parks. The purpose of this study was to explore why Shanghai Disneyland was able to recover quickly and what strategies it adopted. This article combines marketing mix theory with operational data and visitor flow statistics from Shanghai Disneyland to analyze the reasons for its rapid recovery. Firstly, Shanghai Disneyland accelerated its recovery by increasing prices, and it can also mitigate risks in the future by implementing advanced ticket sales. Secondly, the park increased ticket sales through various distribution channels and can further improve by refining its ticket refund and exchange policy. Lastly, Shanghai Disneyland enhanced its promotion through various social media channels and can apply this to disseminate everyday knowledge and prevent the risk of pandemic recurrence. This study's analysis of Shanghai Disneyland's swift recovery can provide suggestions and references for the recovery and development of theme parks facing similar pandemic issues in the future, helping to minimize losses.

Keywords

Shanghai Disney, Price Strategy, Place Strategy, Promote Strategy

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 2nd International Conference on Management Research and Economic Development
ISBN (Print)
978-1-83558-431-6
ISBN (Online)
978-1-83558-432-3
Published Date
24 May 2024
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/83/20240708
Copyright
24 May 2024
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated