Disney analysis

Abstract

Disneyland is a fascinating worldwide industry, and also the most successfully run theme park in the world. When it comes to theme parks, Disney will be the first thing that comes to everyone’s mind. Because of the great success of Disney, researchers want to look into the reasons why it is so important and so attractive to the entertainment industry.

For example, Disney’s Asian theme parks usually would apply local customs and festivals into their programs. And by doing so, it draws more local tourists to attend the events. Disney always pays attention to these cultural factors and uses them to its advantages. Plus, the special programs such as using stars to endorse the event also help attract younger generation.

Although there are lots of elements that help make Disney into a worldwide industry, researchers focus on the cultural part. Thus, researchers apply the method of data-collecting, and comparison of different theme parks of Disney to come to the findings that culture does play an important role in its success. i
TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1 Background………………………………………………………...…..2

1.2 Motivation……………………………………………………….……..3

1.3 Research Questions …………………………………………………….4

1.4 Significance of study……………………………………………………5

CHAPTER TWO: LITERATURE REVIEW

2.1 The Globalization of Disney………………………………………..………6

2.2 Park Visitors’ Background Comparison

2.2.1 Asia……………………………………………………………….9
2.2.2 Europe…………………………………………………………….10
2.2.3 America…………………………………………………………..12

2.3 Essential Parts of Attracting Tourists

2.3.1 Entertainment in Hong Kong……………………………………………14 2.3.2 Entertainment in Japan and Europe………………………………………15 2.3.3 Transportation……………………………………………………………17 2.3.4 Interacting characters……………………………………………………18 2.3.5 Shopping…………………………………………………………………20 2.4 Culture Combination- Cultural Melting Pot…………………………………21 2.4.1 Cultural Representative Program…………………………………………25 ii CHAPTER THREE: METHODOLOGY

3.1 Research Design……………………………………………………………...27

3.2 Instrument……………………………………………………………. ………27

CHAPTER FOUR: DISCUSSION……………………………………………………29
CHAPTER FIVE: CONCLUSION……………………………………………………31
REFERENCES…………………………………………………………………………33

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CHAPTER ONE
Introduction

1.1 Background
Nowadays, Disney has become a popular and global industry. As a popular culture phenomenon rises in the late 20th century, Disneyland posts a huge attraction to the world. It attracts a large number of visitors from all over the world to its U.S. theme park, for example, the Disneyland in Florida had reached 1,200 millions visits in 1996 and the numbers continues to increase. The vivid characters in those cartoons of fantastic imagination, for example, Mickey and Minnie Mouse, often represent and serve as the delegates for Disney culture. These characters can also bring more fans of this popular culture to visit their dreamland. Disney culture has also become a successful American experience passing from the Occident to the Orient. Everyone knows that Disney is a theme park based on American culture. Because of its globalization, it has adapted itself to combine many Cultural flavors. However, not every theme park is so popular and successful like the one in Florida, California, and Tokyo. Namely, France’s and Hong Kong’s Disney are not so famous. There must be some reasons behind this situation. The different cultures and historical backgrounds are also factors influencing the distinct development of these parks. This research is aimed to investigate how the Disney theme park; a typical western culture being re-made and combined with various local elements in Japan, Hong Kong, and France. A typical American cultural product breaks the clear cultural boundaries between the west and east. A brand-new cultural product can be accepted by the conservative oriental culture, and also combined with its history and traditional culture. Moreover, the study is also trying to find whether this kind of new foreign element can blend successfully with the traditional elements. As a successful theme park, there are many elements to be merged, such as the magical production, imaginative creation, and the fairy tale’s construction. On the other hand, the high acceptance of a foreign distinct culture can also agitate a spark in self-awareness. Although Disneyland is a world famous park for its visitors coming from all over the world, there are only a few researches investigate into its adaptation of culture. Researchers presume that the East and West cultural difference would influence tourists’ willingness to visit Disney theme parks, and also would interfere the tourists’ level of acceptance towards Disney Culture.

1.2 Motivation
Researchers want to look into the influence of culture on the successful running of Disney theme park, and try to find out whether the cultural differences between the western and eastern culture will be an important successful element for Disney theme park. Applying the element of culture can be a successful aid not only to promote Disney products but also to enhance the cultural integration locally. This study investigates whether a culture can move from one place to another, and change into a completely new product or element in the other cultural area. In general, it’s hard for a culture to combine with a totally different one in a short period. However, the Disney culture seemed to be a successful example for us to copy in other business areas, hence; it is also an issue that why researchers want to look into as well.

1.3 Research Questions

Disney has different strategies for different target groups in its promotion and design of different theme parks. There is a significant difference in Eastern and Western culture which may cause tourists’ diverse reactions. Also, there is a significant difference among these theme parks’ cultural elements which may affect their tourists’ response. Thus, in order to attract targeted tourists, Disney theme parks have blended with some foreign cultures locally.

1.4 Significance of study
The study is to look into how the differences between the western and eastern culture can influence Disney culture is becoming a worldwide symbol of entertainment. The main purpose of the study is to examine Disney culture, a typical American culture experience, in becoming a successful model and being re-made in Japan, France, and Hong Kong. The introduction of a brand-new pop culture can be a powerful conflict for the local culture. In the age of globalization, this kind of cooperation can be widely applied in many other industry and businesses