An analysis of Disney Theme Parks’ relational approaches to developing consumer engagement and advocacy

Abstract

Disney is at the heart of storytelling and imagination. Now hosting 12

theme parks across the globe, from Florida to Shanghai, the “Vacation

Kingdom†had over 140,403,000 visitors in 2016 (Newell 2012; Themed

Entertainment Association 2016). Disney has adapted several relational

approaches such including the use of co-creation on rides such as Test

Track to help increase consumer engagement.

A conceptual framework has been constructed to explain how Disney

generates engagement and word-of-mouth communication. It proposes

that shared values, lead to enthused participation, involvement and in turn

to engagement. Once engaged, outcomes are affective commitment,

trust, word-of-mouth. A brand community acts as a dynamic loop between

the outcomes and antecedents (Brodie et al. 2011). The implications of

the study will be outlined, including recommending the use of new

technology but keeping this within the art of storytelling and imagination.

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