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The Consumer Experience in the Disney Theme Park: How Theme Park Design and Layout Influence Consumer Behavior - Essay Example

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There are several Disney theme parks worldwide. In the United States, Disneyland and Universal Studios in California, The Magic Kingdom, Epcot Center, Animal Kingdom and Universal Studios in Orlando, Florida. …
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The Consumer Experience in the Disney Theme Park: How Theme Park Design and Layout Influence Consumer Behavior
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Download file to see previous pages Universal Studios recently opened in Osaka, Japan, while Magic Kingdom is located in Tokyo. Hong Kong is home to two parks, Disneyland and Disney Sea, in which the Disney corporation receives royalties. Walt Disney Company of America also owns forty percent of the two parks located in Paris, Disneyland France(formerly Euro Disney) and Walt Disney Studios. All of the Disney parks are termed ‘theme parks’ though the term is often incorrectly used for other parks such as Conneaut Lake Park and Cedar Point in Ohio, which are technically ‘amusement parks.’ Other theme parks include Sea World, Busch Gardens and Six Flags, although I am left to wonder where the common theme behind the latter comes in. The theme of magical Disney characters is evident within the Magic Kingdom and similarly is the motion picture theme in the Universal Studios parks. Per capita spending of guests at Disney theme parks is divided at roughly “sixty percent for entrance, 20 percent for food, and another twenty percent for miscellaneous expenditures such as souvenirs.”(Albright, 2007). It is also estimated that “for every $1 spent inside a park or attraction, another $2-4 is spent outside its gates.”(Rugless, 2001). More foreign tourists are said to visit Disney theme parks in the United States than any other attractions. Japanese are particularly fond of the Magic Kingdom and Universal Studios, which explains the success of the theme parks in Japan. In determining the success of Disney theme parks, attempts to look at just one part of its corporate strategy, or one particular activity fails to bring us closer to understanding. Layout and design, pricing strategy, marketing activities, and location are all separate activities that. When looked at separately, do not explain its success. ...Download file to see next pagesRead More
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