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

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.

Introduction and Development Strategy of Walt Disney Company

“…The Corporation is a media and family entertainment company with a wide range of offerings. Major Media outlets, Studio Entertainment, Consumer Products, and Interactivity are its five business divisions (Patrocínio et al, 2018). Each of these discrete segments generates revenue for the business.…”