Case Study Disneyland Resort Paris
Case Study Disneyland Resort Paris
Case Study 6 -
What are the Disney resorts and parks aiming for?
1) The Disney resorts and parks were aiming for a market that focused on creating images, experiences and products to customers that emphasized fun, imagination and service. It aimed to provide a place where customers could escape the cares of the real world through the "magic" of legendary fairytale and familiar Disney characters. The market targeted families and children and the company had already built a popular brand that was associated with wholesome family entertainment.
2) Was Disney's choice of the Paris site a mistake? Yes, the choice of the Paris site was a mistake because the lifestyle, culture and ideas of Paris were very different from the culture of the Americans which caused many of the people of Paris to be in opposition with one critic referring to it as "a horror made of cardboard, plastic, and appalling colors...taken straight out of comic book written for obese Americans". The site initially seemed ideal because of the location could provide access to millions of people. Paris was a highly attractive destination and Europeans generally take more vacation time than Americans. Disney however did not anticipate the backlash they faced due to significant cultural differences such as eating behaviors were different, French visitors were highly intolerant of long lines, Disney's grooming standards for employees were deemed too strict and excessive by the French and were met with protest and the area that Disneyland Paris was built did not have sufficient housing for employees which caused Disney to have to build its own apartments and rent rooms in local homes.
3) What aspects of their parks design did Disney change when it constructed Euro Disney? Disney changed certain aspects of their designs such as having both their rides and hotel designs to emphasize the "wild west" theme which research showed was a view most Europeans had of America.
Case Study 6 -
What are the Disney resorts and parks aiming for?
1) The Disney resorts and parks were aiming for a market that focused on creating images, experiences and products to customers that emphasized fun, imagination and service. It aimed to provide a place where customers could escape the cares of the real world through the "magic" of legendary fairytale and familiar Disney characters. The market targeted families and children and the company had already built a popular brand that was associated with wholesome family entertainment.
2) Was Disney's choice of the Paris site a mistake? Yes, the choice of the Paris site was a mistake because the lifestyle, culture and ideas of Paris were very different from the culture of the Americans which caused many of the people of Paris to be in opposition with one critic referring to it as "a horror made of cardboard, plastic, and appalling colors...taken straight out of comic book written for obese Americans". The site initially seemed ideal because of the location could provide access to millions of people. Paris was a highly attractive destination and Europeans generally take more vacation time than Americans. Disney however did not anticipate the backlash they faced due to significant cultural differences such as eating behaviors were different, French visitors were highly intolerant of long lines, Disney's grooming standards for employees were deemed too strict and excessive by the French and were met with protest and the area that Disneyland Paris was built did not have sufficient housing for employees which caused Disney to have to build its own apartments and rent rooms in local homes.
3) What aspects of their parks design did Disney change when it constructed Euro Disney? Disney changed certain aspects of their designs such as having both their rides and hotel designs to emphasize the "wild west" theme which research showed was a view most Europeans had of America.