A Study of Marketing and Why Disney Parks Are So Good At It

Abstract

The Walt Disney Company includes several incredibly successful theme parks, and they have succeeded in providing a one-of-a-kind experience to their customers. While the purchase of a typical Disney product, like a movie, might arguably be considered purchasing an experience, the experience happens in uncontrolled environments. However, Disney Parks have the opportunity to control the experience and thereby influence current opinions and future purchases. Through a review of literature on the subject and a consumer survey, this study attempts to uncover the part that hedonic marketing, or experiential branding, has played in Walt Disney World’s success and to generalize the findings into recommendations for any company wishing to market this way.