Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 55 , 01 December 2023
Open
Access | Article
Research on the Marketing Model of Disneyland and Its Impact on the Chinese Market -- Taking Shanghai and Hong Kong Disneyland as Examples
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Abstract
There are countless themed amusement parks around the world, but there are only six Disney theme parks worldwide. Each of these six themed parks is unique, and since the construction of the first park, Disneyland has continued to attract travellers from all over the world to hit the parks. So why are Disney theme parks so attractive? Why is the Chinese market the only one with two world-class Disneyland parks? Based on the explanation of the marketing model for Disneyland and the analysis of the marketing model, this paper finds that Disneyland and the Chinese market have common points, and the strong development potential of China’s theme park market creates the conditions for Disneyland; at the same time, the special location of the city creates the radiation power of the tourism market that will be available after the opening of the park.
Keywords
Disneyland, experiential marketing, Chinese theme parks
References
1. Huang Dong. (2017). Research on the experiential marketing model of Disneyland. Market Weekly (3), 2.
2. Li Xueli, Tao Tingfang, & Zhang Zhenguo. (2014). Analysis of the win-win relationship between Hong Kong Disneyland and related industries and its enlightenment to the development of Shanghai Disneyland. Enterprise Economics (1), 4.
3. Zhang Xiaozhen. (2011). Theoretical and empirical research on customer satisfaction in theme parks. (Doctoral dissertation, Southwest Jiaotong University).
4. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
5. Huang Jing, Cui Guangcan, & Wang Zhengzheng. (2018). Analysis of the Impact of Large Theme Parks on Surrounding Residential Prices——Taking Shanghai Disneyland as an Example. Urban Development Research, 25(5), 7.
6. Wu Wenzhi, & Feng Xuegang. (2013). Review of Disneyland research at home and abroad and its enlightenment to Shanghai. East China Economic Management (2), 7.
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 Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-157-5
- ISBN (Online)
- 978-1-83558-158-2
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/55/20230959
- Copyright
- 01 December 2023
- 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