The Reasons on Rapid Recovery of Shanghai Disneyland

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.