The vision of the Disney World: an experience marketing study at The Walt Disney Company

Rachel Farias Do Patrocínio,Juliana Lopes De Almeida Souza,Carolina Toledo Oliveira Santos,Katheryne Soares Martins

doi:10.14738/abr.69.5067

Abstract

The article aims to understand through interviews with Disney park goers and prospects the strategies that the multinational company The Walt Disney Company uses to become a brand that enchants, using the so-called experience marketing. The project also looks at how The Walt Disney Company's strategies can influence not only customers but also prospects to trust and desire the brand. The survey pointed out that more than 90% of visitors had their expectations surpassed, even though they had a high level of expectation of knowing the parks.

Highlights

The increasing competitiveness between companies brings out the need for them to stand out and differentiate themselves with consumers, since there are more options of consumption of the same product and service
Experience marketing is a form of action for companies that want to present themselves in the market with a differential, working with what is relevant to their target customer / audience during their buying journey
In a global annual report reviewing attractions by Themed Entertainment Association (TEA) and AECOM, one of the parks of The Walt Disney Company, Magic Kingdom appears as the world leader in visitations in the year 2016 with approximately 20, 4 million visitors

Summary

Introduction

The increasing competitiveness between companies brings out the need for them to stand out and differentiate themselves with consumers, since there are more options of consumption of the same product and service. A great example of success in the area of experience marketing is The Walt Disney Company.

Results

Conclusion