Research on the Marketing Model of Disneyland and Its Impact on the Chinese Market -- Taking Shanghai and Hong Kong Disneyland as Examples

Mujiang Liu

doi:10.54254/2754-1169/55/20230959

Research Article

Open access

Published on 1 December 2023

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Liu,M. (2023). Research on the Marketing Model of Disneyland and Its Impact on the Chinese Market -- Taking Shanghai and Hong Kong Disneyland as Examples. Advances in Economics, Management and Political Sciences,55,97-101.

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Research on the Marketing Model of Disneyland and Its Impact on the Chinese Market -- Taking Shanghai and Hong Kong Disneyland as Examples

Mujiang Liu *^,1,

¹ Hong Kong Metropolitan University

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/55/20230959

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

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References

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[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.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-157-5(Print) / 978-1-83558-158-2(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.55

ISSN：2754-1169(Print) / 2754-1177(Online)

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