디즈니랜드와 에버랜드의 브랜드 경험 비교 연구

Abstract

This study aims to explore the direction of development of domestic theme parks by reflecting the trend of increasing utilization of storytelling-based brand experience strategies. To this end, the app of Everland, Korea's leading brand, was compared with the official app of Disneyland, a global brand. According to the results, Disneyland's app has built a brand experience through an immersive storytelling strategy that allows Disney contents to be experienced in a physical space. And Everland's app built a brand experience with a storytelling strategy that was later formed in the process of developing from a natural farm to a complex resort. Disneyland app's magical experience storytelling strategy focuses on smooth progress on special days, removing complaints that hinder immersion in the experience, and leaving memories. On the other hand, apart from providing storytelling content, Everland's app focuses on customized curation, economical, fast, and convenient services that reflect customers' preferences. In conclusion, the difference between the storytelling strategies of the two brand experiences is clear. Therefore, if Everland re-examines the difference, it will find another opportunity. And the results will also provide important implications for the domestic theme park industry.