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Cultural practices & communications of Disney's worldwide parks

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Cultural practices & communications of Disney's worldwide parks

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Content C U L T U R A L P R A C T I C E S & C O M M U N I C A T I O N S
O F
D I S N E Y 'S W O R L D W I D E P A R K S
by
Y u nj i e X u
____________________________________________________________________
A T he s i s P r e s e nt e d t o t he
F A C U L T Y O F T H E U S C G R A D U A T E S C H O O L
U N I V E R S I T Y O F S O U T H E R N C A L I F O R N I A
I n P a r t i a l F ul f i l m e nt of t he
R e qui r e m e nt s f or t he D e gr e e
M A S T E R O F A R T S
( S T R A T E G I C P U B L I C R E L A T I O N S )
A ugus t 2012
C opy r i ght 2012 Y u nj i e X u
i i
D e d i c a t i o n D e d i c a t i o n D e d i c a t i o n D e d i c a t i o n
T hi s t he s i s w oul d not ha ve be e n pos s i bl e w i t hout t he unw a ve r i ng s uppor t of m y
f a m i l y a nd de a r f r i e nds . T ha nk y o u f or a l l y o ur l ove , pa t i e nc e a nd w or ds of
e nc our a ge m e nt t hr oughout t hi s j our ne y , M om a nd D a d, y o u ha ve a l w a y s t a ught m e t o
f ol l ow m y dr e a m s a nd be l i e ve i n m y s e l f . I hope t ha t I ha ve m a de y o u pr oud . M y
a c c om pl i s hm e nt s a r e y o ur s .
i i i
A c k n o w l e d g e m e n t s A c k n o w l e d g e m e n t s A c k n o w l e d g e m e n t s A c k n o w l e d g e m e n t s
W hi l e w r i t i ng a t he s i s c a n be ove r w he l m i ng , t he t a s k i s m uc h l e s s da unt i ng w i t h a
ne t w or k of s uppor t e r r oot i ng f or y o ur s uc c e s s , I w oul d l i ke t o t ha nk m y t he s i s c om m i t t e e
c ha i r a nd m e nt or , J a y W a ng , f or a l w a y s be i ng i n m y c or ne r . H i s pos i t i ve w or ds of
e nc our a ge m e nt a nd vi s i on f or m y w or k w e r e a g r e a t i ns pi r a t i on t o m e . I a m s o
a ppr e c i a t i ve of hi s g ui da nc e a nd r e a s s ur a nc e not onl y dur i ng t hi s pr oc e s s , but a l s o
t hr oughout m y g r a dua t e c a r e e r a t U S C . I w oul d a l s o l i ke t o t ha nk m y c om m i t t e e
m e m be r s J ona t ha n K ot l e r a nd L a ur a J a c ks on f or t he i r m uc h a ppr e c i a t e d f e e dba c k a nd
di r e c t i on. I n a ddi t i on, I w oul d l i ke t o t ha nk a l l m y i nt e r vi e w s our c e s f or pr ovi di ng m e
w i t h s uc h a w e a l t h of know l e dge a nd i ns i g ht s on t hi s f a s c i na t i ng s ubj e c t .
i v
T a b l e T a b l e T a b l e T a b l e o f o f o f o f C o n t e n t s C o n t e n t s C o n t e n t s C o n t e n t s
D e di c a t i on i i
A c know l e dge m e nt s i i i
L i s t of F i gur e s v
A bs t r a c t vi
I n t r oduc t i on 1
C ha pt e r O ne : D i s ne y l a nd I n I t s H om e C ount r y 4
C ha pt e r T w o: F i r s t S t e p A br oa d i n T o ky o 12
C ha pt e r T hr e e : D i s ne y l a nd P a r i s 21
C ha pt e r F our : A F ur t he r S t e p i n H ong K ong 30
C ha pt e r F i ve : U pc om i ng S ha ng ha i D i s ne y l a nd 40
C onc l us i on 53
B i bl i ogr a phy 55
A ppe ndi x : R e s e a r c h M e t hods O ve r vi e w 59
v
L i s t L i s t L i s t L i s t o f o f o f o f F i g u r e s F i g u r e s F i g u r e s F i g u r e s
F i gur e 1: P e opl e O ve r 40 V i s i t i ng T o ky o D i s ne y l a nd 19
F i gur e 2: T he F i ve E l e m e nt s of " F e ng s hui " a nd H ow T he y I n t e r a c t 38
v i
A b s t r a c t A b s t r a c t A b s t r a c t A b s t r a c t
T hi s pa pe r w i l l di s c us s how D i s ne y t he m e pa r ks m a na ge t he i r c om m uni c a t i ons
a nd c ul t ur a l pr a c t i c e s a c r os s t he g l obe . T he t he s i s w i l l s t a r t a t t he be gi nni ng w i t h t he br i e f
ove r vi e w of D i s ne y t he m e pa r ks . F ol l ow i ng t he i nt r oduc t i on s e c t i on t he r e w i l l be f our
s e c t i ons , w hi c h w i l l be or g a ni z e d c hr onol ogi c a l l y , de t a i l i ng t he bus i ne s s pr a c t i c e s of
D i s ne y t he m e pa r ks i n A m e r i c a , J a pa n, F r a nc e a nd H ong K ong. T he s e pr a c t i c e s w i l l
pr ovi de a ba s i s f or unde r s t a ndi ng t he c ha l l e nge s a nd oppor t uni t i e s of t he bus i ne s s a s t he y
c r os s c ul t ur a l bor de r s . T he t he s i s w i l l c onc l ude w i t h a di s c us s i on s e c t i on a bout t he
upc om i ng S ha ng ha i D i s ne y l a nd a nd a n a na l y s i s of t he t r a ns f e r a bl e i m pl i c a t i ons f or t he
bus i ne s s .
1
I n t r o d u c t i o n I n t r o d u c t i o n I n t r o d u c t i o n I n t r o d u c t i o n
T hr ough a c om bi na t i on of a ppe a l i ng pr oduc t s a nd t a r g e t e d m a r ke t i ng, T he W a l t
D i s ne y C o. ha s s uc c e e de d i n m a ki ng t he D i s ne y na m e one t ha t i s r e c ogni z e d w or l dw i de .
A s t he ba c kbone of t he D i s ne y c om pa ny ( ne a r l y 30% of t he a nnua l g r os s r e ve nue ) ,
D i s ne y t he m e pa r ks be ga n t o e s t a bl i s h t he i r f oot hol d i n N or t he r n A m e r i c a m or e t ha n 55
y e a r s a go ( S t r odde r , 2008, p.310) . T he g r ow t h a nd popul a r i t y of t he D i s ne y t he m e pa r ks
i n t he U ni t e d S t a t e s pr om pt e d D i s ne y t o f ur t he r e x pa nd t he c ha nne l ove r s e a s t o i nc r e a s e
i t s e xpos ur e t o i nt e r na t i ona l m a r ke t s . I n r e c e nt y e a r s , D i s ne y ha s be gun t a r g e t i ng w ha t
ha d onc e be e n unt a ppe d r e gi ons w i t h i t s pr oduc t s i n a n a t t e m pt t o m a ke i nr oa ds i nt o t he s e
l oc a t i ons . H ow e ve r , dur i ng i t s i nt e r na t i ona l e x pa ns i on, t he bi g ge s t c ha l l e nge s e e m s t o be
t ha t i t s m e s s a ge s s om e t i m e s t e nd t o be m i s i nt e r pr e t e d by t he na t i ona l c ul t ur e i nt o w hi c h i t
e x pa nds .
L a s t y e a r , T he W a l t D i s ne y C om pa ny i nve s t e d $4.4 bi l l i on t o bui l d a br a nd ne w
t he m e pa r k a nd r e s or t i n S ha ng ha i ( P a l a z z o, 2010, pa r a .1) . T o a c hi e ve de s i r e d pr of i t s i n
m a i nl a nd C hi na , D i s ne y l a nd S ha ng ha i s houl d do f a r m or e t ha n a r r a ngi ng phot og r a ph
oppor t uni t i e s w i t h i t s pr i nc e s s e s . T he s i t ua t i on i s pa r t i c ul a r l y r i s ky w he n r e ve nue s a t
D i s ne y 's ot he r e x pe ns i ve g a m bl e a br oa d a r e f l a ggi ng ( " R e por t a nd E a r ni ngs ," 201 1 ) .
D i s ne y w a s f a c e d w i t h m a ny c ha l l e nge s w he n i t ope ne d t he g a t e s t o i t s P a r i s i a n t he m e
pa r k i n 1992 a nd i t t ook t he c om pa ny ove r a de c a de t o f i g ur e out w ha t c ons um e r s
e x pe c t e d a nd how t o m e e t t he i r ne e ds . S e ve r a l y e a r s a f t e r D i s ne y 's f i r s t C hi ne s e t he m e
2
pa r k ope ne d i n H ong K ong, t he r e w e r e s t i l l s om e s i m i l a r m i s - s t e ps i n t he a r e a of
c om m uni c a t i ons , w hi c h m a de D i s ne y l a nd H ong K ong s uf f e r m uc h i n bot h r e ve nue s a nd
r e put a t i on. G i ve n t ha t t he g e ne r a t i ons of m a i nl a nd C hi ne s e c ons um e r s ha ve l i m i t e d
know l e dge w i t h D i s ne y s t or i e s a nd c ha r a c t e r s , s o t he c om m uni c a t i ons f or upc om i ng
D i s ne y l a nd S ha ng ha i w i l l be e ve n m or e c ha l l e ngi ng f or t he m a na ge m e nt t e a m . T he pa s t
e x pe r i e nc e a nd l e s s ons f r om pr e vi ous D i s ne y pa r ks hope f ul l y w i l l s e r ve a s a c om pa s s t o
g ui de D i s ne y l a nd S ha ng ha i how be t t e r a ddr e s s l oc a l de m a nds i n c om m uni c a t i ons a nd
i nc or por a t e m or e c ul t ur a l r e f e r e nc e s t o a ppe a l t o l oc a l s .
T hi s t he s i s w i l l f oc us on how D i s ne y 's c om m uni c a t i ons s t r a t e gy a nd publ i c
r e l a t i ons pr a c t i c e s ( e s pe c i a l l y r e l a t e d t o i t s ove r s e a s t he m e pa r ks ) ha ve he l pe d br i dge t he
c ul t ur a l g a p be t w e e n t he br a nd a nd c ons um e r s . T he t he s i s w i l l a l s o ha ve a c l os e l ook a t
t he s e t ba c ks t ha t D i s ne y t he m e pa r ks e nc ount e r e d dur i ng i nt e r na t i ona l e x pa ns i on i n t e r m s
of c om m uni c a t i ons , s uc h a s c ul t ur a l ba r r i e r s a nd m i s i nt e r pr e t a t i ons .
I n t e r m s of r e s e a r c h m e t hodol og y , qua l i t a t i ve pr i m a r y r e s e a r c h i s c om pos e d of
t w o i n- de pt h i nt e r vi e w s w i t h i ndus t r y pr of e s s i ona l s a nd t w o f oc us g r oups w i t h
D i s ne y l a nd c ons um e r s ( f or r e s e a r c h de t a i l s , pl e a s e s e e t he a t t a c he d a ppe ndi x ) . T he
i nt e r vi e w s w e r e t o g e t a be t t e r i de a of how t he i ndus t r y i ns i de r s a s s e s s t he c ons um e r s ’
r e a c t i ons t o D i s ne y l a nds i n di f f e r e nt c ount r i e s a nd how t he y a na l y z e t he c om m uni c a t i ons
of D i s ne y pa r ks a c r os s c ul t ur e s . T he g oa l of t he f oc us g r oup s i s t o unde r s t a nd t he
pe r c e pt i on a nd e x pe c t a t i on of m a i nl a nd C hi ne s e c ons um e r s a bout D i s ne y t he m e pa r ks .
3
T he s e c onda r y r e s e a r c h i nc l ude s r e vi e w i ng m e di a c ove r a ge of D i s ne y t he m e d pa r ks ,
D i s ne y’ s a nnua l r e por t , f ul l y e a r e a r ni ng s a nd c a s e s t udi e s of pa s t c a m pa i gns .
T he t he s i s w i l l be gi n w i t h a br i e f ove r vi e w of D i s ne y 's c ons um e r c om m uni c a t i ons
s t r a t e gi e s a nd pr a c t i c e s i n i t s hom e c ount r y ( U ni t e d S t a t e s ) . F ol l ow i ng t he U ni t e d S t a t e s
s e c t i on, t he r e w i l l be t hr e e s e c t i ons , w hi c h w i l l be or g a ni z e d c hr onol ogi c a l l y , de t a i l i ng
t he c ons um e r c om m uni c a t i ons pr a c t i c e s of D i s ne y t he m e pa r ks ove r s e a s ( i n J a pa n,
F r a nc e a nd H ong K ong) . I n e a c h s e c t i on, I w i l l a na l y z e t he f ol l ow i ng : t a r g e t a udi e nc e ;
c om m uni c a t i ons c ha l l e nge s ; m a r ke t i ng c om m uni c a t i ons s t r a t e gi e s ; c a m pa i gns ; a nd
l e s s ons l e a r ne d.
T he n, t he t he s i s w i l l pr oc e e d w i t h a di s c us s i on s e c t i on t ha t poi nt s out t he s pe c i f i c
c om m uni c a t i ons c ha l l e nge s S ha ng ha i D i s ne y w i l l l i ke l y e nc ount e r a nd of f e r s s ug ge s t i ons
( e s pe c i a l l y f or i t s c om m uni c a t i ons dur i ng t he a nd a f t e r t he ope ni ng) s o a s t o c a t e r t o t he
C hi ne s e m a i nl a nd m a r ke t a nd a voi d m a ki ng t he s a m e c om m uni c a t i ons m i s t a ke s .
T he t he s i s w i l l c onc l ude w i t h s om e f ur t he r t r a ns f e r a bl e r e c om m e nda t i ons not onl y
f or D i s ne y a s a c om pa ny , but hope f ul l y f or a ny bus i ne s s e s s e e ki ng t o c om m uni c a t e
s uc c e s s f ul l y w i t h c ons um e r s dur i ng i nt e r na t i ona l e x pa ns i on.
4
C h a p t e r C h a p t e r C h a p t e r C h a p t e r O n e : O n e : O n e : O n e : D i s n e y D i s n e y D i s n e y D i s n e y l a n d l a n d l a n d l a n d I I I I n n n n I t s I t s I t s I t s H o m e H o m e H o m e H o m e C o u C o u C o u C o u n n n n t r y t r y t r y t r y
W he n W a l t D i s ne y ope ne d a n a m us e m e nt pa r k i n S out he r n C a l i f or ni a i n 1955, he
c ha nge d t he w a y how t he A m e r i c a ns a s w e l l a s t he w or l d vi e w s uc h e nt e r t a i nm e nt . T e n
y e a r s l a t e r , t he pl a ns w e r e m a de f or a s e c ond pa r k i n F l or i da , w hi c h w a s s i g ni f i c a nt l y
l a r g e r t ha n t he A na he i m pa r k. A s t he f i r s t t w o of t he D i s ne y t he m e pa r ks a c r os s t he g l obe ,
D i s ne y l a nd i n C a l i f or ni a a nd W a l t D i s ne y W o r l d i n F l or i da a r e , f or m a ny , t he s t a nda r d
a ga i ns t w hi c h a l l ot he r s a r e m e a s ur e d ( B a dde l e y , 1994, pp.21- 23) . B e f or e w e di s c us s how
D i s ne y s pr e a d i t s s pe l l t o ove r s e a s m a r ke t s , l e t ' s f i r s t l ook i nt o i t s c ons um e r
c om m uni c a t i ons i n i t s hom e c ount r y t o ha ve a be t t e r i de a of D i s ne y 's " m a gi c f or m ul a ."
I t i s s a i d t ha t W a l t D i s ne y 's or i gi na l i de a f or D i s ne y l a nd c a m e f r om hour s s i t t i ng
on a be nc h w a t c hi ng hi s ki ds r i de t he c a r ous e l a t t he l oc a l pa r k ( " W a l t D i s ne y 's
D i s ne y l a nd," 2012, pa r a .5) . C hi l dr e n a g e s f our t o t e n w ho w oul d be i nt r i g ue d by t he
a ni m a t i on, m ovi ng s c e ne s a nd D i s ne y s t or i e s a r e unde ni a bl y one ke y c us t om e r s e gm e nt
f or D i s ne y . C hi l dr e n c oul d of t e n i nf l ue nc e t he i r pa r e nt s ' pur c ha s i ng de c i s i ons . S o i f t he y
w e r e i nt e r e s t e d i n t he t he m e pa r ks i t w a s m or e l i ke l y t ha t f a m i l i e s w oul d g o i ns i de a nd
e x pe r i e nc e w or d m i s s i ng he r e . T o da y , D i s ne y l a nd i s not onl y t he pa r a di s e f or ki ds , but
a l s o a f a m i l y pa r k w he r e pa r e nt s a nd c hi l dr e n c a n ha ve f un t og e t he r . I n t e r m s of i t s
t y p i c a l c us t om e r pr of i l e , t he D i s ne y pa r ks r e vol ve a r ound t he t he m e of f a m i l i e s ,
s pe c i f i c a l l y m i ddl e - c l a s s f a m i l i e s . D i s ne y pa r ks t a r g e t f a m i l i e s w i t h ki ds , e s pe c i a l l y t hos e
l ooki ng f or a l e i s ur e l y w a y t o s pe nd t he i r t i m e i n a w hol e s om e , f a m i l y - f r i e ndl y
5
e nvi r onm e nt . T o t he m , D i s ne y t he m e pa r ks a r e s om e t hi ng t ha t t he e nt i r e f a m i l y c oul d
e nj oy .
H ow e ve r , a s W a l t D i s ne y s a i d, " Y o u' r e de a d i f y o u a i m onl y f or ki ds . A dul t s a r e
onl y ki ds g r ow n up, a ny w a y . " ( " W a l t D i s ne y Q uot e s ," 201 1 .) D i s ne y 's t a r g e t t he r e f or e
a l s o i nc l ude s y o ung a dul t s , a ge d be t w e e n 20 t o 35 ( " Y o ung A dul t s ( 20 - 40) : f or G r ow t h
a nd D e ve l opm e nt " , 201 1 ) . T he y a r e t he c us t om e r s of g r e a t pot e nt i a l a nd i m por t a nc e f or
t he r e i s a n i nc r e a s i ng num be r of a dul t s w ho a r e unw i l l i ng t o g r ow up a nd a l w a y s c he r i s h
t he c hi l dr e n's a ppr oa c h t o l i f e de s pi t e t he i r a ge . T he y 'r e pe opl e w ho don't g i ve a ha ng
w ha t t he J one s e s do. T he y a r e not a f r a i d of s i m pl e pl e a s ur e s , a nd t he y ha ve a de gr e e of
c ont e nt m e nt w i t h w ha t l i f e ha s br ought ( " W a l t D i s ne y Q uot e s ," 201 1 ) . T o t he s e g r ow n-
ups , D i s ne y l a nd i s j us t l i ke a n e s c a pe f r om r e a l i t y i nt o a r e a l m of f a nt a s y . D i s ne y t he m e
pa r ks r e a l l y g i ve t he m a c ha nc e t o r e l a x a nd r e ve l i n t he s t or i e s f r om t he i r c hi l dhood
m e m or i e s .
W he n D i s ne y l a nd ope ne d i n 1955, i t pos i t i one d i t s e l f di f f e r e nt l y f r om t he t y p i c a l
a m us e m e nt pa r ks a nd c a r ni va l s . U nl i ke t he ot he r s , t he D i s ne y pa r k w a s a t hr e e -
di m e ns i ona l de pi c t i on of t he s t or i e s a nd c ha r a c t e r s m os t popul a r w i t h a nd m os t l ove d by
t he publ i c a l r e a dy ( O ' D a y , 2005, pa r a .2) . A l s o, D i s ne y de ve l ope d t he pa r ks a s pa r t of
s pa c i ous r e s or t a r e a s , w hi c h i nc l ude t he m e pa r ks , hot e l s a nd ot he r r e c r e a t i ona l a nd
e nt e r t a i nm e nt a c t i vi t i e s . T he pa r ks c ont i nuous l y upda t e t he i r r i de s a nd a t t r a c t i ons , s uc h a s
a ddi ng f e a t ur e s a nd c ha r a c t e r s ba s e d on ne w D i s ne y f i l m s .
6
D i s ne y l a nd's ope ni ng da y on J ul y 17, 1955 i s r e c a l l e d a s s om e w ha t of a
" di s a s t e r . " A s r e por t e r C y n t hi a G or ne y de s c r i be d, " T he w a t e r f ount a i ns w e r e n't w or ki ng,
ha l f t he r i de s br oke dow n, a nd F a nt a s y l a nd s pr a ng a g a s l e a k. T he l i ne s w e r e a n hour
l ong . T he f ood s t a nds c oul dn't ha ndl e t he c r ow ds . T he a s pha l t on M a i n S t r e e t s of t e ne d
a nd s a gge d i n t he m i dda y s un, a nd w om e n i n s pi ke he e l s s a nk i n a s t he y s t ood t he r e ."
( S t e i n, 201 1 , p.45)
T he da y l a t e r c om e t o be know n a s " B l a c k S unda y " a t D i s ne y l a nd. T he i ni t i a l
m e di a r e vi e w s of D i s ne y l a nd w e r e qui t e dubi ous a nd ne ga t i ve , a s t he ope ni ng a nd
di s or g a ni z a t i on w e r e c a pt ur e d a nd br oa dc a s t l i ve on t e l e vi s i on. I n t hos e e a r l y da y s , t he
c om pa ny r e l i e d he a vi l y on m e di a c ove r a ge t o c om ba t t he ne ga t i ve r e vi e w s a nd t o f ur t he r
g e ne r a t e publ i c i nt e r e s t . A l s o, t o t a r g e t a l l of i t s ke y a udi e nc e s , t he T V a nd r a di o
c om m e r c i a l s f or D i s ne y l a nd w e r e m ul t i - ge ne r a t i ona l l y f oc us e d. S om e of t he m w e r e
a i m e d a t pa r e nt s , s om e a t c hi l dr e n, but m os t a dve r t i s i ng c ont a i n e l e m e nt s t ha t t ha t
a ppe a l e d t o bot h. D i s ne y f ur t he r t ook a dva nt a ge of a t i e - i n t o a na t i ona l t e l e vi s i on
pr ogr a m a nd m a r ke t e d t he pa r ks a s a uni que e nt e r t a i nm e nt e x pe r i e nc e . T he c om m e r c i a l s
a nd a dve r t i s i ng w e r e qui t e e f f e c t i ve i n dr a w i ng c r ow ds t o s e e t he pa r ks f or t he m s e l ve s
( W a s ko, 2001, p.57) . A c c or di ng t o S t e i n ( a s c i t e d i n W hy w e l ov e D i s ne y - T he pow e r of
t he D i s ne y br and, P 67) , i t w a s not unt i l t he 1980s t ha t D i s ne y be ga n r e l y i ng m or e on
a dve r t i s i ng a nd s hr e w d m a r ke t i ng t o br i ng i n vi s i t or s , not onl y f r om t he U ni t e d S t a t e s but
be ga n a dve r t i s i ng a nd m a r ke t i ng i n ot he r c ount r i e s t o dr a w pe opl e t o t he U ni t e d S t a t e s
a nd m a de t he t he m e pa r k w or l d f a m ous .
7
C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s S t r at e gi e s S t r at e gi e s S t r at e gi e s S t r at e gi e s
- T he A r t of S y n e r g y
T o m a ke t he c ons um e r s a w a r e of t he pa r k, t he D i s ne y c om pa ny ha s pe r f e c t e d t he
a r t of s y n e r g y : t he i nt e g r a t i on of i ndi vi dua l pa r t s t o f or m s om e t hi ng g r e a t e r t ha n t he
w hol e . A s t he c om pa ny ha s g r ow n a nd e x pa nde d t o i nc l ude t he m e pa r ks , t e l e vi s i on
pr ogr a m s a nd s por t s a c t i vi t i e s , m a r ke t i ng a nd pr om ot i on ha ve be e n w ove n i nt o t he f a br i c
of ne a r l y e ve r y a s pe c t of t he D i s ne y C om pa ny . A ut hor J a ne t W a s ko e x pl a i ne d ( a s c i t e d i n
U nde r s t andi ng D i s ne y , 2005, p. 62) t ha t " 'D i s ne y s y n e r g y ' i s t he phr a s e t y p i c a l l y us e d t o
de s c r i be t he ul t i m a t e i n c r os s - pr om ot i ona l a c t i vi t i e s ." T he t he m e pa r k i s a c t ua l l y one of
t he D i s ne y pr oduc t s . A s e a r l y a s t he 1950s , D i s ne y l a nd s t a r t e d t o de ve l op t he i de a of
s y n e r g y be t w e e n m e di a c ons um pt i on a nd t he m e pa r k vi s i t s . F r om t he be gi nni ng of i t s
t he m e pa r k , t he c om pa ny s ki l l f ul l y t ook a dva nt a ge of t he popul a r i t y of i t s f a m ous c a r t oon
c ha r a c t e r s f or a w e e kl y s how on A B C t ha t s e r ve d a s a n i ndi r e c t a dve r t i s e m e nt f or t he
t he m e pa r k. I n t ur n, vi s i t i ng t he D i s ne y t he m e pa r k a l s o he l pe d t o s e c ur e c us t om e r s '
br a nd l oy a l t y f or t he f ut ur e . T hi s s t r a t e gy of c r os s - pr om ot i on a m ong di f f e r e nt D i s ne y
e nt e r t a i nm e nt pr oduc t s , w hi c h i nc l ude d c ons um e r s ' t r i ps t o a s pe c i f i c D i s ne y r e s or t , w a s
de ve l ope d f ur t he r ove r t he de c a de s a nd ha s be c om e a ba s i s f or T he W a l t D i s ne y
C om pa ny 's r a pi d g r ow t h ( W a s ko, 2001, p.62) . T hi s s y n e r g y ha s be e n a ke y e l e m e nt of t he
s uc c e s s i n bui l di ng g l oba l a w a r e ne s s a nd a ppr e c i a t i on f or D i s ne y pa r ks . I t ha s s e t D i s ne y
a pa r t f r om t he pa c k i n m a ny r e s pe c t s ( S t e i n, 201 1 , p.68) .
8
- T he E m ot i ona l C onne c t i ons
A s a n A dv e r t i s i ng A ge a r t i c l e ( M e nde nha l l , 2005, pa r a .3) not e d a bout t he
c om pa ny , " T he e m ot i ona l c onne c t i on [ D i s ne y ] e nj oy s w i t h i t s a udi e nc e i s i t s g r e a t e s t
a s s e t ." T he s a y i ng i s a bs ol ut e l y t r ue . " E m ot i ona l c onne c t i ons " a r e t he ke y t o w i nni ng
br a nd l oy a l t y , a nd i t i s s om e t hi ng t ha t – a l t houg h a bs t r a c t – e ndur e s w i t h pow e r .
T o da y , D i s ne y us e s di ve r s e t a c t i c s t o bui l d r e l a t i ons hi ps w i t h c ons um e r s , a nd
e nc our a ge t he m t o be c om e a nd r e m a i n l oy a l c us t om e r s of D i s ne y l a nd. D i s ne y ha s us e d
s y n e r g i z e d m a r ke t i ng c om m uni c a t i ons pr a c t i c e s t o ke e p t he D i s ne y na m e a nd br a nd a l i ve
a nd w e l l i n t he m i nds of c ons um e r s of a l l a g e s . I t t a ke s a dva nt a ge of a l l of t he a va i l a bl e
pl a t f or m s , i nc l udi ng t r a di t i ona l m e di a , s uc h a s pr i nt a nd br oa dc a s t , a s w e l l a s di g i t a l
m e di a l i ke bl og s a nd Y o uT u be vi de os t o s pi n of f m ul t i pl e pr oduc t s f r om a s i ng l e D i s ne y
m ovi e or c ha r a c t e r .
D i s ne y know s t o w i n i t s c ons um e r s ' f a vor a nd m a ke t he m s t a y e m ot i ona l l y
c onne c t e d w i t h t he br a nd. W e c oul d f i nd t ha t a dve r t i s i ng pl a y s a s i g ni f i c a nt r ol e i n t he
ove r a l l m a r ke t i ng e f f or t s of t he D i s ne y l a nd. A nd i t pr om ot e d t he pa r ks vi a a l l ki nds of
m e di a i nc l udi ng pr i nt , br oa dc a s t , a nd e l e c t r oni c m e di a . A c c or di ng t o A dv e r t i s i ng A ge
m a ga z i ne , D i s ne y s pe nt a ppr ox i m a t e l y $2.22 bi l l i on on a dve r t i s i ng i n 2008, a nd w a s
r a nke d s e ve nt h i n t he publ i c a t i on' s a nnua l s ur ve y of t he 100 L e a di ng N a t i ona l
A dve r t i s e r s i n 201 1 ( W i l l i a m s , 2012, pa r a .3) . F ur t he r m or e , D i s ne y of t e n c om bi ne s
a dve r t i s i ng w i t h ot he r m e di a , i n ke e pi ng w i t h i t s m a r ke t i ng c om m uni c a t i ons s t r a t e gy . F or
e x a m pl e , w he n pr e pa r i ng f or t he 1998 l a unc h of t he D i s ne y C r ui s e L i ne , t he c om pa ny r a n
9
pr om ot i ons on t he D i s ne y C ha nne l a nd t r a i l e r s on D i s ne y vi de os , i n a ddi t i on t o
de ve l opi ng t r a di t i ona l pr i nt a nd T V a ds . D i s ne y a l s o t i e d t he a dve r t i s i ng of t he c r ui s e l i ne
t o t he pr om ot i on of W a l t D i s ne y W o r l d' s 25t h a nni ve r s a r y i n 1996, a s a m e a ns of
e nc our a gi ng vi s i t or s t o c om bi ne a vi s i t t o t he pa r k w i t h a voy a ge on t he f l e dgl i ng c r ui s e
l i ne .
O ne of D i s ne y 's bi g ge s t t he m e pa r k a dve r t i s i ng a nd m a r ke t i ng c a m pa i gns i n
r e c e nt y e a r s w a s i t s pr om ot i on of D i s ne y l a nd's 50t h a nni ve r s a r y on J ul y 17, 2005. A
c e nt e r pi e c e of t he 18- m ont h m a r ke t i ng bl i t z , " T he H a ppi e s t C e l e br a t i on on E a r t h," w a s a
t e l e vi s i on c om m e r c i a l e nt i t l e d, " C om i ng H om e ." T he a d s how e d c l a s s i c D i s ne y
c ha r a c t e r s s uc h a s D um bo, G oof y , D ona l d D uc k, a nd C i nde r e l l a he a di ng t o D i s ne y l a nd
f r om a l l ove r t he g l obe f or t he c e l e br a t i on. I t e nde d w i t h t he t a g l i ne , " T he onl y one
m i s s i ng i s y o u." ( H i m m e l be r g, 2005, pa r a .3)
I n a ddi t i on t o r e l y i ng on t r a di t i ona l m e di a f or a dve r t i s i ng pur pos e s , D i s ne y a l s o
us e s e l e c t r oni c opt i ons s uc h a s m obi l e phone s t o r e a c h y o unge r a udi e nc e s i n r e c e nt y e a r s .
A c c or di ng t o M obi l e M ar k e t e r , " T he c om pa ny i s us i ng m obi l e t o c onne c t a nd e nha nc e
l a r g e r c a m pa i gns f or t he m e pa r ks a nd T V s how s ... D i s ne y ha s f ound t ha t a ds pr om ot i ng a
s pe c i f i c pr oduc t a r e m or e s uc c e s s f ul t ha n g e ne r a l D i s ne y - br a nde d a ds ." ( B ut c he r , 2008,
pa r a .6) I n t he U ni t e d S t a t e s , D i s ne y i s one of t he m os t s uc c e s s f ul a d- s uppor t e d I nt e r ne t
ope r a t i ons , i nc or por a t i ng D i s ne y . c om , F a m i l y . c om , a nd E S P N .c om , t he w e bs i t e f or t he
w or l d's bi g ge s t c a bl e a nd s a t e l l i t e s por t s T V ne t w or k ( S t e i n, 201 1 , p.46) .
10
- T he C or por a t e P a r t ne r s hi ps
T he e s t a bl i s hm e nt of pa r t ne r s hi ps w i t h ot he r c or por a t i ons i s a not he r w a y f or
D i s ne y t o w i n c ons um e r s ' f a vor . T he s e r e l a t i ons hi ps ha ve pr ove n t o be m ut ua l l y
be ne f i c i a l f or bot h D i s ne y a nd t he c or por a t e g i a nt s w i t h w hom t he c om pa ny ha s
pa r t ne r e d, s uc h a s C oc a - C ol a , W a l - M a r t a nd G e ne r a l M ot or s . B y pa r t ne r i ng w i t h t he s e
c or por a t e g i a nt s , D i s ne y t ook a dva nt a ge of t he i r f i na nc i a l r e s our c e s t o he l p pr om ot e i t s
ow n bus i ne s s e nt e r pr i s e s ( S t e i n, 201 1 , p.53) . O f c our s e , t hos e g i a nt s , i n t ur n, ha ve
be ne f i t e d i n g a i ni ng a dde d r e c ogni t i on a s a r e s ul t of r e gul a r e x pos ur e t o D i s ne y
a udi e nc e s .
A m ong a l l ot he r s , t he c om pa ny 's e a r l i e s t pa r t ne r s hi ps m i g ht be t he pa r t ne r s hi p
w i t h A B C - T V ( now ow ne d by D i s ne y ) , da t i ng ba c k t o t he 1950s dur i ng t he c ons t r uc t i on
of D i s ne y l a nd. A f t e r t ha t , C oc a - C ol a w a s a not he r c om pa ny t ha t g ot i n on t he g r ound f l oor
of D i s ne y 's t he m e pa r k pr oj e c t . T he be ve r a ge g i a nt a gr e e d t o i nve s t i n D i s ne y l a nd i n
e x c ha nge f or t he r i g ht t o be c om e t he pa r k's s ol e s of t dr i nk s uppl i e r . I n r e t ur n, C oc a - C ol a
ha s he l pe d t he D i s ne y t o g e t a s t r ong e r f oot hol d i n ove r s e a s m a r ke t s w he r e t he s oda g i a nt
a l r e a dy ha d m or e m a r ke t i ng e x pe r i e nc e ( W a s ko, 2001, p.63) . T hi s c or por a t e pa r t ne r s hi p
ha s c ont i nue d unt i l t oda y .
I n g e ne r a l , D i s ne y ha s pr ove n qui t e s uc c e s s f ul i n c om m uni c a t i ng w i t h c ons um e r s
i n i t s hom e c ount r y a bout D i s ne y l a nd. M i l l i ons of pe opl e c ont i nue t o vi s i t t he pa r k i n t he
m or e t ha n 50 y e a r s t ha t ha ve pa s s e d s i nc e i t s ope ni ng ( W a s ko, 2001, p.58) .
11
D i s ne y l a nd i n t he U ni t e d S t a t e s di d m or e t ha n j us t a l l ow W a l t D i s ne y t o s e e hi s
f a nt a s y t he m e pa r k pr oj e c t br oug ht t o l i f e , a nd a t t r a c t a nd m a ke i t s c ons um e r s s t a y
e m ot i ona l l y c onne c t e d t o t he br a nd. I t m ove d t he c om pa ny i n a w hol e ne w di r e c t i on.
F ol l ow i ng t he e x a m pl e of m a ny ot he r A m e r i c a n- ba s e d t r a ns na t i ona l c or por a t i ons , D i s ne y
s e t i t s s i g ht s on t he r e s t of t he w or l d. D i s ne y t he m e pa r ks i n N or t h A m e r i c a w a s j us t t he
be gi nni ng , a nd t he e x pa ns i on of D i s ne y 's g l oba l e nt e r t a i nm e nt ki ng dom w a s y e t t o c om e .
12
C h a p t e r C h a p t e r C h a p t e r C h a p t e r T w o : T w o : T w o : T w o : F i r s t F i r s t F i r s t F i r s t S t e p S t e p S t e p S t e p A b r o a d A b r o a d A b r o a d A b r o a d i n i n i n i n T o k y o T o k y o T o k y o T o k y o
I n 1989, F or t une m a ga z i ne c l a i m e d D i s ne y ha d " be c om e t he a r c he t y p a l A m e r i c a n
c or por a t i on f or t he 1990s : a c r e a t i ve c om pa ny t ha t c a n m ove w i t h a gi l i t y t o e x pl oi t
i nt e r na t i ona l oppor t uni t i e s i n i ndus t r i e s w he r e t he U S ha s a c om pe t i t i ve a dva nt a ge ."
( K now l t on, 1989, pa r a .4) D i s ne y l a nd a nd W a l t D i s ne y W o r l d w e r e j us t t he be g i nni ng of
w ha t ha s s i nc e be c om e a ne t w or k of 1 1 D i s ne y t he m e pa r ks . L i ke ot he r m ul t i na t i ona l
c om pa ni e s , D i s ne y ha s s oug ht t o m a ke i t s pr oduc t ( t he m e pa r ks ) popul a r t o c ons um e r s
out s i de of t he U ni t e d S t a t e s ( W a s ko, 2001, p.60) , .
I n t he e a r l y 1980s , t he D i s ne y C om pa ny be ga n t o ve nt ur e a br oa d w i t h t he
c ons t r uc t i on of i t s t he m e pa r ks , be g i nni ng w i t h i t s f i r s t i nt e r na t i ona l pa r k i n J a pa n. T he
T o ky o D i s ne y R e s or t i s now hom e t o t w o D i s ne y pa r ks , T o ky o D i s ne y l a nd a nd T o ky o
D i s ne y S e a , a s w e l l a s t hr e e r e s or t hot e l s a nd a s hoppi ng / e nt e r t a i nm e nt c om pl e x c a l l e d
" I k s pi a r i ." ( " T o ky o D i s ne y R e s or t T r a ve l g ui de ," 2012, pa r a . 3)
A s t he f i r s t i nt e r na t i ona l D i s ne y t he m e pa r k, T o ky o D i s ne y l a nd ha s be e n a
t hr i vi ng s uc c e s s e ve r s i nc e i t s unve i l i ng t o t he publ i c . T he pa r k i s e s s e nt i a l l y a c opy of
t he D i s ne y M a gi c K i ng dom pa r k i n F l or i da , w i t h s i m i l a r s how s , s hops , l a y o ut s a nd
e a t e r i e s . T o ky o D i s ne y l a nd w a s s o popul a r a m ong c ons um e r s t ha t t he y ha d a n
e x c e pt i ona l l y hi g h r a t e ( 95% ) of r e pe a t vi s i t s ( " M i ni E nc y c l ope di a of T o ky o D i s ne y l a nd,"
2012, pa r a .1) .
13
G e ogr a phi c a l l y s pe a ki ng, t he m a j or i t y of T o ky o D i s ne y l a nd's vi s i t or s a r e l oc a l s .
M or e t ha n 95 pe r c e nt c om e f r om J a pa n, w i t h t he r e s t a r r i vi ng pr i m a r i l y f r om T a i w a n,
C hi na a nd S out h K or e a ( S t e i n, 201 1 , p.75) . T he t he m e pa r k a t t r a c t e d 10 m i l l i on vi s i t or s
t he f i r s t y e a r i t ope ne d a nd r e a c he d 100 m i l l i on a f t e r j us t e i ght y e a r s . I t w a s l i s t e d a s t he
N o. 3 of t he t op 25 l a r g e s t t he m e pa r ks w or l dw i de i n or de r of a nnua l a t t e nda nc e ( " G l oba l
A t t r a c t i ons R e por t " , 201 1 , pa r a .1) .
I n de m ogr a phi c s , a l a r g e pe r c e nt a ge of T o ky o D i s ne y l a nd ’ s pa t r ons a r e f e m a l e
( S t e i n, 201 1 , p.79) . M or e ove r , unl i ke U .S . t he m e pa r ks , ba by boom e r s a nd s e ni or c i t i z e ns
a r e a l s o a n i m por t a nt s e g m e nt f or T o ky o D i s ne y l a nd be c a us e J a pa n e nj oy s a hi g he r l i f e
e x pe c t a nc y ( L ope z , 2010, pa r a .2) , a c c or di ng t o t he da t a f r om W o r l d B a nk.
C ul t ur a l l y , l e i s ur e i s w he r e J a pa ne s e s t a nds a pa r t , w i t h t he i r ve r y hi g h l e ve l s of
s pe ndi ng on l e i s ur e i t e m s a nd a c t i vi t i e s . " M os t of t he J a pa ne s e e nj oy t he i r hol i da y s
s pe ndi ng on va r i ous l e i s ur e a c t i vi t i e s l i ke t r a ve l , s por t s a nd hobbi e s ." ( T a m i l na du, 2006,
pa r a .3) T he ope ni ng of t he l oc a l D i s ne y pa r k pr ovi de d t he J a pa ne s e w i t h a c hoi c e of
di s t r a c t i on t o e nj oy f r e e t i m e w i t h f r i e nds a s w e l l a s w i t h f a m i l y r a t he r t ha n c ons t a nt l y
w or ki ng.
C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C h al l e n ge s C h al l e n ge s C h al l e n ge s C h al l e n ge s
W hi l e t he D i s ne y phi l os ophy m a y be e f f e c t i ve a nd e ve n a dm i r e d f or t he s e
qua l i t i e s w i t hi n t he U ni t e d S t a t e s , t he c om pa ny s t i l l m i g ht e nc ount e r va r i ous c ha l l e nge s -
- e s pe c i a l l y c om m uni c a t i ons c ha l l e nge s - i n f or e i gn c ount r i e s . T o e f f e c t i ve l y
14
c om m uni c a t e w i t h l oc a l c ons um e r s , T o ky o D i s ne y l a nd t r i e d t o unde r s t a nd a nd r e s pe c t
l oc a l c ul t ur a l nor m s a nd m a ke t he ne c e s s a r y a dj us t m e nt s i n i t s pol i c i e s a nd s t r a t e gi e s .
I n a n i nt e r vi e w w i t h A dv e r t i s i ng A ge , f or m e r D i s ne y C or p. S e ni or V i c e P r e s i de nt
T hom a s E l r od not e d t ha t " y o u ha ve t o be c a r e f ul a nd s e ns i t i ve t o how y o u pos i t i on a nd
c om m uni c a t e t o e ve r y r e gi on of t he w or l d." A s E l r od e x pr e s s e d, D i s ne y pa y s e x t r a
a t t e nt i on t o how i t c om m uni c a t e s i t s m e s s a ge s t o l oc a l c ons um e r s w hi l e a l s o m a i nt a i ni ng
c ons i s t e nt m e s s a g e s g l oba l l y . ( " S pr e a di ng t he D i s ne y W o r l d," 2005, pa r a .7) I n pr a c t i c e , i t
i s not a n e a s y j ob, e s pe c i a l l y f or a m ul t i na t i ona l c om pa ny l i ke D i s ne y .
O ne of D i s ne y 's g r e a t c ha l l e nge s i s how t o m a na ge i t s c om m uni c a t i ons out s i de
t he U ni t e d S t a t e s . A s C ur t i n s t a t e d, " m or e t ha n ha l f of c r os s - bor de r bus i ne s s ve nt ur e s f a i l
be c a us e c or por a t i ons l a c k c ul t ur a l s e ns i t i vi t y a nd c om m uni c a t e poor l y . O f t e n t hos e
f a i l ur e s r e s ul t e d f r om a n or g a ni z a t i on's a dhe r e nc e t o bus i ne s s s t r a t e gy a nd f i na nc i a l g a i n,
a t t he c os t of i g nor i ng l oc a l c ul t ur e ." ( a s c i t e d i n I nt e r nat i onal P ubl i c R e l at i ons :
N e got i at i ng c ul t ur e , i de nt i t y , and pow e r , 2007, p.127) .
L o ng be f or e T o ky o D i s ne y l a nd's ope ni ng , t he r e w a s a l s o s pe c ul a t i on f r om
i ndus t r y e xpe r t s t ha t t he J a pa ne s e m i g ht not be a bl e t o ope r a t e t he pa r k t o D i s ne y 's hi g h
s t a nda r ds ( S t e i n, 201 1 , p.79) . I n ot he r w or ds , t he y t houg ht t ha t t he r e m a y be pr obl e m s
t r a ns f e r r i ng t he c om pa ny 's s of t t e c hnol ogi e s s uc h a s ope r a t i ons , c om m uni c a t i ons a nd
s e r vi c e s . B ut t hi s w a s pr ove n f a l s e . T he J a pa ne s e a t t e nt i on t o de t a i l w a s s upe r b a t
ke e pi ng t he s que a ky - c l e a n D i s ne y i m a g e . T he g oa l of t he T o ky o D i s ne y l a nd R e s or t ha s
15
be e n t o pr e s e nt t he i m a g e of a va c a t i on t o A m e r i c a , w hi l e s t i l l a c t ua l l y be i ng i n J a pa n
( " M i ni E nc y c l ope di a of T o ky o D i s ne y l a nd," 2012, pa r a .1) ..
C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s S t r at e gi e s S t r at e gi e s S t r at e gi e s S t r at e gi e s
T o ky o D i s ne y l a nd w a s t he f i r s t i nt e r na t i ona l t he m e pa r k T he W a l t D i s ne y C o.
ope ne d out s i de of t he U ni t e d S t a t e s . B ui l t on a r e c l a i m e d l a nd e a s t of T o ky o B a y , unl i ke
t he f ol l ow i ng E ur o D i s ne y , i t w a s a phe nom e na l s uc c e s s ( W a s ko, 2001, p.58) .
W he n t he pa r k w a s bui l t , t he de c i s i on w a s m a de t o c opy t he U .S . D i s ne y pa r ks '
f or m ul a i nt o J a pa n, r i ght dow n t o E ng l i s h- l a ngua ge s i g na ge a nd A m e r i c a n- s t y l e f oods
s e r ve d a t t he pa r k's r e s t a ur a nt s ( S t e i n, 201 1 , p.81) . H ow e ve r , ove r t he y e a r s , D i s ne y ha s
m odi f i e d t hi s ha r d- a nd- f a s t r ul e s l i g ht l y . S i g na ge f or t he pa r k i s now pr i nt e d i n bot h
E ngl i s h a nd J a pa ne s e , a nd t he r e a r e a l ot of J a pa ne s e f oods s ol d ons i t e .
T hough t he pa r k's l a y o ut w a s m uc h l i ke D i s ne y l a nd a nd W a l t D i s ne y W o r l d,
D i s ne y s pe c i a l l y de s i gne d t he T o ky o D i s ne y l a nd's a c c om m oda t i ons f or J a pa n's c ol de r
c l i m a t e . F or e xa m pl e , M a i n S t r e e t ha s a g l a s s c ove r i ng , a nd " I t 's a S m a l l W o r l d" w a s
c ha nge d i nt o a c om pl e t e l y i ndoor r i de , unl i ke i t s c ount e r pa r t i n C a l i f or ni a , w he r e pa r k
pa t r ons boa r d t he i r boa t s out door s . D i s ne y a l s o m a de a f e w c ha nge s m a de i n t he t he m e
pa r k l a y o ut s a nd de s i gns us e d i n c r e a t i ng T o ky o D i s ne y l a nd. T he pa r k e nt r a nc e , w hi c h i n
t he A m e r i c a n pa r ks i s c a l l e d " M a i n S t r e e t U S A " , w a s r e pl a c e d by a c ove r e d a r e a c a l l e d
t he " W o r l d B a z a a r . " F r ont i e r l a nd w a s r e na m e d " W e s t e r nl a nd" a s a w a y of f ur t he r
a ppe a l i ng t o t he J a pa ne s e pe opl e ( " E nc y c l ope di a of T o ky o D i s ne y l a nd," 2001, pa r a .6) . A s
w a s pr e vi ous l y m e nt i one d, a l t houg h m os t of t he f ood i n t he pa r k i s A m e r i c a n, T o ky o
16
D i s ne y l a nd ha s a s e pa r a t e J a pa ne s e r e s t a ur a nt f or t hos e w ho a r e not a c c us t om e d t o
A m e r i c a n f ood s uc h a s bur g e r s a nd f r i e s .
F ur t he r m or e , T o ky o D i s ne y l a nd c e l e br a t e s t he t r a di t i ona l J a pa ne s e T a na ba t a
F e s t i va l e ve r y s um m e r t o e nga ge t he l oc a l c ons um e r s . D ur i ng t he s um m e r w he n
s c hool c hi l dr e n a r e on hol i da y s , T o ky o a l s o i ni t i a t e d m a ny s pe c i a l pr og r a m s de s i gne d
e s pe c i a l l y f or y o ung c hi l dr e n, s uc h a s T o ky o D i s ne y R e s or t 's " K i d's S um m e r S m i l e
C a m pa i gn" a nd " D r e a m f or S m i l e s ." A l l of t he s e pr ogr a m s e nc our a ge c hi l dr e n t o e nj oy a
vi s i t t o T o ky o D i s ne y R e s or t by of f e r i ng s pe c i a l be ne f i t s , i nc l udi ng s t ude nt di s c ount s ,
f r e e g i f t s a nd bonus a w a r ds ( O w e n, 201 1 , pa r a .4) .
A pa r t f r om t he pr og r a m de s i g ne d e s pe c i a l l y f or c hi l dr e n, D i s ne y a l s o a dj us t e d i t s
c om m uni c a t i ons s t r a t e gy t o m e e t t he ne e ds of t he J a pa ne s e popul a c e . S i nc e t he 2007
f i s c a l y e a r , T o ky o D i s ne y l a nd ha s of f e r e d di s c ount t i c ke t s t o m i ddl e - a ge d pe opl e a nd
s e ni or c i t i z e ns . T he c om pa ny a nnounc e d i t w i l l of f e r a s pe c i a l di s c ount r a t e of 5,500 y e n
- - w hi c h i s 700 y e n c he a pe r t ha n us ua l - - on w e e kda y s f or pe opl e ove r a ge 45 i n f i s c a l
2012, a f t e r i nt r oduc i ng t he g r e a t e r di s c ount t o m uc h s uc c e s s i n f i s c a l 201 1 . T o ky o D i s ne y
R e s or t a l s o r uns s pe c i a l t our s i n c oope r a t i on w i t h t r a ve l a ge nc i e s , i nc l udi ng a m ot he r -
da ught e r hot e l pa c ka ge . F ur t he r m or e , t o a t t r a c t m or e a dul t s t o T o ky o D i s ne y S e a , t he
pa r k be g a n t o s e l l a l c ohol , w hi c h ha s pr ove n t o be e f f e c t i ve . " T he l e ve l of vi s i t or
s a t i s f a c t i on a t T o ky o D i s ne y S e a i s g e t t i ng c l os e r t o t ha t of T o ky o D i s ne y l a nd," s a i d
K i i c hi S una y a m a , O r i e nt a l L a nd's r e pr e s e nt a t i ve di r e c t or ( a s c i t e d i n " T o ky o D i s ne y
S e e ks O l de r V i s i t or s ," 201 1 , pa r a .6) .
17
T o ky o D i s ne y l a nd m a de i t pos s i bl e f or J a pa ne s e t o vi s i t t he pa r k w i t hout t r a ve l i ng
t o C a l i f or ni a . I n a ddi t i on, t he pr i m e l oc a t i on w a s w i t hi n 90 m i nut e s ' dr i vi ng di s t a nc e f or
35 m i l l i on J a pa ne s e . J a pa ne s e va c a t i ons a r e s hor t , w hi c h m a de T o ky o D i s ne y l a nd a
c onve ni e nt t our i s t de s t i na t i on( W a s ko, 2001, p.58) .
U nde ni a bl y , one of t he ke ys t o T o ky o D i s ne y l a nd's s uc c e s s i s i t s l oc a t i on.
H ow e ve r , T o ky o D i s ne y l a nd a l s o m a na ge d t o a c c om m oda t e t he s pe c i f i c ne e ds of i t s
pr e dom i na nt l y J a pa ne s e vi s i t or s . F i r s t , t o pr ot e c t t he vi s i t or s f r om ba d w e a t he r -
c om pa r e d t o C a l i f or ni a or F l or i da , t he r e i s a l ot m or e r a i n a nd oc c a s i ona l s now i n T o ky o -
- t he a r c a de c ove r s t he e nt i r e " W o r l d B a z a a r " a r e a . T he a r c a de t r a ns f or m s t hi s s pa c e i nt o
a s e m i - i ndoor a m us e m e nt f a c i l i t y , w hi c h g i ve s t he vi s i t or s t he f e e l i ng of be i ng i ns i de a
g i ga nt i c s hoppi ng m a l l ( W a s ko, 2001, p.59) . S e c ond, t he na m e i t s e l f i s f i t t i ng l y c ha nge d
f r om " M a i n S t r e e t U S A " t o " W o r l d B a z a a r . " T hi s na m e c ha nge not onl y m a ke s T o ky o
D i s ne y l a nd's obj e c t i ve m uc h m or e e x pl i c i t , but a l s o e r a s e s a ny t r a c e of A m e r i c a n
na t i ona l i s m w hi c h m i g ht not be pa l a t a bl e t o t he J a pa ne s e m a s s e s . ( I t i s i nt e r e s t i ng t o not e
t he r e 's a M a i n S t r e e t U S A i n D i s ne y l a nd P a r i s .)
T o ky o D i s ne y l a nd a l s o pos i t i one d i t s e l f w e l l a s a de s t i na t i on t ha t w a s de s i gne d
f or a dul t s , pa r t i c ul a r l y y o ung c oupl e s . A c c or di ng t o s our c e ( " A t t e nda nc e F i g ur e s ," 2008,
pa r a .3) , t he pa r k g e ne r a t e d r e ve nue s s o qui c kl y t ha t i t pa i d of f t he c ons t r uc t i on de bt i n
t hr e e y e a r s . T hr ough i t s f i r s t 10 y e a r s of ope r a t i on, T o ky o D i s ne y l a nd's s a l e s a nd
a t t e nda nc e f i gur e s r os e s t e a di l y . N e a r l y a c a r bon c opy of t he or i gi na l D i s ne y l a nd i n
A na he i m , T o ky o D i s ne y l a nd g i ve s t he vi s i t or s t he a ut he nt i c A m e r i c a n c ul t ur e . D e s pi t e
18
t he c ur r e nt w or l dw i de e c onom i c dow nt ur n, s uc c e s s f ul c om m uni c a t i ons c a m pa i gns he l pe d
D i s ne y l a nd T o ky o w e a t he r t he r e c e s s i on's a f t e r m a t h. M or e t ha n 15 m i l l i on vi s i t or s w e nt
t hr o ugh i t s ga t e s dur i ng i t s 25t h a nni ve r s a r y i n 2008 ( " A t t e nda nc e F i gu r e s ," 2008, pa r a .5) .
E ve n a f t e r t he a nni ve r s a r y f e s t i vi t i e s , a t t e nda nc e w a s qui t e s t a bl e a nd c ont i nue s t o r i s e .
I n m y m i nd' s e y e , t he r e i s one f a c t or t ha t c a nnot be ne gl e c t e d w he n a na l y z i ng
w ha t m a ke s T o ky o D i s ne y l a nd s o s uc c e s s f ul . C ul t ur a l l y s pe a ki ng s om e J a pa ne s e a r e
qui t e obs e s s e d w i t h A m e r i c a n i de a s a nd l i f e s t y l e s ( D om i ng ue z , 2012) . I t pa r t l y e x pl a i ns
w hy D i s ne y c a r t oons a nd f i l m s w e r e e x t r e m e l y popul a r i n J a pa n a nd 200,000 J a pa ne s e
vi s i t e d D i s ne y l a nd e a c h y e a r ( " T o p 10 J a pa n T o ur i s t A t t r a c t i ons ," 201 1 , pa r a .1) .
T he G r e a t E a s t J a pa n E a r t hqua ke 201 1 a ppe a r s t o ha ve hur t T o ky o D i s ne y l a nd.
H ow e ve r , t he c om pa ny ha s m a na ge d t o dr a w m or e vi s i t or s , de s pi t e a pos t - qua ke
s l ow dow n – i t s hut dow n f or a bout 50 da y s a f t e r t he M a r c h 1 1 , 201 1 di s a s t e r – a nd t he
pr obl e m s t ha t br oa de r de m ogr a phi c i s s ue s s uc h a s J a pa n's a gi ng popul a t i on a nd de c l i ni ng
bi r t h r a t e pos e t o i t s bus i ne s s . I t i s doi ng s o i n pa r t by t a r g e t i ng pe opl e ove r t he a ge of 40
a nd hol di ng hi g h- pr of i l e e ve nt s , s uc h a s i t s r e c e nt c e l e br a t i on of t he t he m e pa r k's 10t h
a nni ve r s a r y . T he t he m e pa r k ha s a l r e a dy dr a w n a r e c or d num be r of vi s i t or s f or t he m ont h
of J a nua r y 2012, pa r t l y due t o t he s uc c e s s of s pe c i a l c a m pa i gns a nd l i m i t e d- t i m e
di s c ount s f or s t ude nt s . T o ky o D i s ne y S e a 's 10t h a nni ve r s a r y , w hi c h r uns t o t he e nd of
M a r c h 2012, ha s pr ove n pa r t i c ul a r l y popul a r . A nd t he c om pa ny s t a t e d ( " T o ky o D i s ne y
S e e ks O l de r V i s i t or s ," 2012, pa r a .3) t ha t t he t he m e pa r k's m e r c ha ndi s e s a l e s ha ve be e n
s t r ong .
19
F i gu r e F i gu r e F i gu r e F i gu r e 1. 1. 1. 1. P e op l e P e op l e P e op l e P e op l e O ve r O ve r O ve r O ve r 40 40 40 40 V i s i t i n g V i s i t i n g V i s i t i n g V i s i t i n g T o k yo T o k yo T o k yo T o k yo D i s n e y D i s n e y D i s n e y D i s n e y R e s or t R e s or t R e s or t R e s or t 201 1 201 1 201 1 201 1
T o ky o D i s ne y l a nd w i l l m a r k i t s 30t h a nni ve r s a r y i n A pr i l 2013. T he c om pa ny i s
pr om ot i ng t he a nni ve r s a r y c e l e br a t i ons t o a t t r a c t ol de r D i s ne y f a ns , w hi l e t a r g e t i ng ne w
c us t om e r s e gm e nt s s uc h a s m a r r i e d c oupl e s a nd e xt e nde d f a m i l i e s . O r i e nt a l L a nd, t he
c om pa ny t ha t m a na ge s T o ky o D i s ne y l a nd, ha s a ne w s t r a t e gi c f oc us on vi s i t or s ove r t he
a ge of 40 t ha t ha s be e n pa r t i c ul a r l y e f f e c t i ve i n s uppor t i ng vi s i t or num be r s . D i s ne y
i nt r oduc e d ne w a t t r a c t i ons s uc h a s " J a s m i ne ' s F l y i ng C a r pe t " a nd s e a s ona l e ve nt l i ke
" C hr i s t m a s W i s h" t o a ppe a l t o t he vi s i t or s ove r 40 w ho pr e f e r e d t he pr oduc t s w i t h s t r ong
f a m i l y e nt e r t a i nm e nt va l ue ( " T o ky o D i s ne y S e e ks O l de r V i s i t or s ," 2012, pa r a . 4) .
S t a t i s t i c s s how e d t ha t T o ky o D i s ne y R e s or t w hi c h ha s l ong be e n s e e n a s a pl a c e f or
c hi l dr e n a nd y o ung w om e n, e nj oy e d a 23% i nc r e a s e i n t he num be r of vi s i t or s ove r 40 i n
201 1 . ( " A t t e nda nc e F i gur e s ," 2012, pa r a .7) .
20
T he s uc c e s s of T o ky o D i s ne y l a nd i s de pe nde nt i n pa r t on t he pr e c a r i ous ba l a nc e
be t w e e n t he a c c om m oda t i on of t he be ha vi or a l pa t t e r ns a nd ne e ds of J a pa ne s e c ons um e r s
a nd t he pr e s e r va t i on of " A m e r i c a n - ne s s ." M a ny J a pa ne s e t he or i s t s a r g ue t ha t J a pa ne s e
c ul t ur e ha s a l w a y s be e n a hy b r i d of va r i ous f or e i gn c ul t ur e s . B e c a us e of D i s ne y 's
pr e oc c upa t i on w i t h c l e a nl i ne s s a nd qua l i t y c ont r ol i n t he s e r vi c e a r e a , a nd a t t e nt i ve ne s s
t o m i nut e de t a i l s i n t he a r e a of m a na ge m e nt , D i s ne y l a nd i s a r g ua bl y t he m os t J a pa ne s e -
l i ke i ns t i t ut i on i n t he U ni t e d S t a t e s ( S t e i n, 201 1 , p.93) . S i m i l a r l y t he J a pa ne s e obs e s s i on
w i t h pe r f e c t i oni s m a nd c l e a nl i ne s s m a y m a ke J a pa n t he be s t m a r ke t f or D i s ne y 's
e nt e r pr i s e s , t he e pi t om e of A m e r i c a n popul a r c ul t ur e .
21
C h a p t e r C h a p t e r C h a p t e r C h a p t e r T h r e e : T h r e e : T h r e e : T h r e e : D i s n e y l a n d D i s n e y l a n d D i s n e y l a n d D i s n e y l a n d P a r i s P a r i s P a r i s P a r i s
O pe ne d i n 1992, E ur o D i s ne y ( now know n a s D i s ne y l a nd P a r i s ) w a s e x pe c t e d t o
g a r ne r hi g h g ue s t a t t e nda nc e f i gur e s s i nc e i t w a s s e e n a s a uni que a t t r a c t i on of hi g h
qua l i t y , w hi c h w a s c l e a r l y a nd r e pe a t e dl y s t a t e d i n D i s ne y 's pr e s s r e l e a s e s ( " E ur o D i s ne y
P a r k," 1992, pa r a .2 ) . H ow e ve r i n 1992 a nd 1993, i t be c a m e obvi ous t ha t c us t om e r s di d
not r e s pond a s pr e di c t e d, a nd a t t e nda nc e ha r dl y r e a c he d t he e x pe c t e d l e ve l . T o m a ke
m a t t e r e ve n w or s e , D i s ne y de c i de d t o e m pl oy e x a c t l y t he s a m e c ons um e r
c om m uni c a t i ons s t r a t e gi e s a s i t di d i n J a pa n, e xa c e r ba t i ngs di f f i c ul t i e s . D i s ne y f a i l e d t o
r e a l i z e t ha t w hi l e t ha t s t r a t e gy m a y ha ve w or ke d i n J a pa n, i t m i g ht not be w or ki ng i n
F r a nc e ( A nt hony , 1992, p.60) .
D i s ne y P a r i s f oc us e d on g ue s t s w ho w oul d s pe nd s e ve r a l da y s i n t he E ur o D i s ne y
pa r k. A c c or di ng t o t he i nf or m a t i on i n t he of f e r of s ha r e s , D i s ne y e x pe c t e d t ha t t he
m a j or i t y of vi s i t or s t o E ur o D i s ne y w oul d c ons i s t of F r e nc h c us t om e r s w ho pe r c e i ve d t he
t he m e pa r k a s a one - da y or s hor t t r i p de s t i na t i on f or t he f a m i l y a nd w e r e w i l l i ng t o pa y
t he hi g h a dm i s s i on f e e s f or hi g h- qua l i t y , f a m i l y e nt e r t a i nm e nt ( S t r odde r , 2008, p.312) .
H ow e ve r , i t c a n be c onc l ude d t ha t D i s ne y ’ s de f i ni t i on of t he t a r g e t m a r ke t w a s pa r t l y
w r ong, ba s e d on t he pa r k ’ s de ve l opm e nt a nd r e s ul t s f r om 1992- 93. T he F r e nc h
popul a t i on a c c ount e d f or onl y 29 pe r c e nt of t ot a l t he m e pa r k a t t e nda nc e ( " D i s ne y l a nd
P a r i s i n F i g ur e s ," 1993, pa r a .2) . I n a ddi t i on, t he c us t om e r s di d not pe r c e i ve E ur o D i s ne y
a s a uni que e x pe r i e nc e w i t hout s ubs t i t ut e s . C us t om e r s w ho w e r e w i l l i ng t o pa y t he hi g h
22
a dm i s s i on f e e s a c t ua l l y w e r e c ons i de r a bl y l ow e r t ha n e x pe c t e d, w hi c h r e s ul t e d i n l ow e r -
t ha n- e x pe c t e d a t t e nda nc e l e ve l s ( A nt hony , 1992, p.32) .
C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C h al l e n ge s C h al l e n ge s C h al l e n ge s C h al l e n ge s
I n 1992, s e ve r a l unf or e s e e n i s s ue s a r os e t ha t D i s ne y a ppe a r e d not w e l l pr e pa r e d
t o ha ndl e . T he r e w e r e t r a ns a t l a nt i c a i r f a r e w a r s a nd c ur r e nc y m ove m e nt s t ha t l e d pe opl e
t o a voi d t r a ve l i ng t o P a r i s ( W a s ko, 2001, p.60) . B a s e d on i t s a s s um pt i ons on t he
pe r f or m a nc e of t he J a pa ne s e pa r k, D i s ne y e x pe c t e d F r e nc h pe opl e t o f l oc k t o t he pa r k
( C a t e or a & G r a ha m , 2010, p.147) . H ow e ve r , a c c or di ng t o i t s a nnua l r e por t s , D i s ne y
P a r i s w a s not a s w e l l r e c e i ve d a s e x pe c t e d, i t l os t ne a r l y $1 bi l l i on dur i ng t he 1992- 1993
f i s c a l y e a r s ( A nt hony , 1992, p.62)
D i s ne y 's f i na nc i a l a nd c ul t ur a l m i s c a l c ul a t i ons br ought pr obl e m s on i t s e l f . R a t he r
t ha n s how i ng t he F r e nc h i t s e xc i t i ng r i de s a nd a t t r a c t i ons , D i s ne y’ s a dve r t i s e m e nt s
e m pha s i z e d t he pa r k ’ s s i z e a nd t he g l a m or ous " D i s ne y e x pe r i e nc e . " S t e i n not e d t ha t ,
w hi l e D i s ne y w a nt e d t o out pe r f or m a ny ot he r F r e nc h a t t r a c t i on on i t s ow n t e r m s ,
how e ve r , t he F r e nc h di d not r e a c t w e l l t o t he s e e m i ng l y a r r oga nt A m e r i c a ns ( S t e i n, 201 1 ,
p.102) . A l t houg h l oc a t e d i n E ur ope , D i s ne y l a nd P a r i s , dur i ng i t s f i r s t da y s of ope ni ng,
s t i l l us e d t he " A m e r i c a n" s t a nda r d a nd w a y s of t hi nki ng , w i t hout pa y i ng s uf f i c i e nt r e s pe c t
t o t he l oc a l t r a di t i ons a nd nor m s . F or e x a m pl e , F r e nc h pe opl e us ua l l y di ne w i t h w i ne a t
e ve r y m e a l , how e ve r , D i s ne y pr ohi bi t e d a l c ohol a t t he i r pa r k, w hi c h w a s s e e n a s bl a t a nt
di s r e s pe c t of F r e nc h c ul t ur e ( S t e i n, 201 1 , p.104) . i s s ue s l i ke t hi s g r e a t l y hur t D i s ne y l a nd's
23
br a nd w i t h c ons um e r s i n E ur ope , e s pe c i a l l y t he F r e nc h pe opl e w ho t ook g r e a t pr i de i n
t he i r c ul t ur e a nd t r a di t i ons .
I t i s a l s o i nt e r e s t i ng t o not e t ha t t he pa r k ’ s na m e a l s o w a s c ont r ove r s i a l . B e f or e
1994, " D i s ne y l a nd P a r i s " w a s na m e d " E ur o D i s ne y l a nd " . H ow e ve r , a s M i c ha e l E i s ne r ,
t he n t he c ha i r m a n of T he W a l t D i s ne y C om pa ny , l a t e r e x pl a i ne d, t he w or d " E ur o" m a y
ha ve s ounde d g l a m or ous t o A m e r i c a ns , but t o E ur ope a ns , t he w or d w a s a s s oc i a t e d w i t h
bus i ne s s , c ur r e nc y , a nd c om m e r c e . T he na m e i nc ur r e d l ot s of ne ga t i ve c om m e nt s f r om
t he m e di a a nd l os t publ i c f a vor . T hus , i n S e pt e m be r 1994, t he pa r k w a s r e na m e d
" D i s ne y l a nd P a r i s ," c l e a r l y i ndi c a t i ng i t s l oc a t i on. T he r e na m i ng l e d t o c ha nge s i n t he
pa r k ’ s m a r ke t i ng pl a n t o f oc us m or e on br i ng i ng f un e x pe r i e nc e s , a s s oc i a t i ng i t m or e w i t h
D i s ne y 's or i g i na l vi s i on t ha t D i s ne y l a nd i s a l l a bout ha ppi ne s s . T hi s a l l ow e d D i s ne y t o
di f f e r e nt i a t e t he pa r k f r om i t s f i r s t t w o y e a r s of ba d pr e s s ( W a s ko, 2005, p.127) .
M ar k e t i n g M ar k e t i n g M ar k e t i n g M ar k e t i n g C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s S t r at e gi e s S t r at e gi e s S t r at e gi e s S t r at e gi e s & & & & C am p ai gn s C am p ai gn s C am p ai gn s C am p ai gn s
S i nc e t he i ni t i a l r e a c t i on t o t he pr oj e c t by F r e nc h c i t i z e ns w a s l uke w a r m , D i s ne y
t r i e d a l l out t o i nc r e a s e t he l i ke l i hood of f a vor a bl e r e c e pt i on f r om t he publ i c a nd pr e s s .
F or t he pa r k ’ s ope ni ng on A pr i l 12, 1992, D i s ne y l a unc he d a m a s s i ve publ i c r e l a t i ons a nd
m a r ke t i ng c a m pa i gn. N e a r l y 2,500 m e m be r s of t he m e di a a t t e nde d t he pa r k ’ s ope ni ng,
r e s ul t i ng i n hundr e ds of ne w s s t or i e s a bout E ur o D i s ne y . W hi l e pr e s s c ove r a ge w a s
pos i t i ve , t he publ i c ’ s r e a c t i on w a s l e s s e nt hus i a s t i c . A s w i t h T o ky o D i s ne y l a nd, D i s ne y
ha d i m por t e d i t s A m e r i c a n t he m e pa r k f or m ul a i nt o a n i nt e r na t i ona l s e t t i ng . W hi l e t hi s
ha d w or ke d i n J a pa n, t he s a m e a ppr oa c h w a s not w e l l r e c e i ve d by t he F r e nc h.
24
T o c a t e r t o i t s m ul t i na t i ona l a udi e nc e , D i s ne y l a nd P a r i s m a de e f f or t s i n c a r e f ul l y
ha ndl i ng di f f e r e nt E ur ope a n l a ngua ge s . A s f or i t s r e c r ui t m e nt pol i c y , t w o- t hi r ds of i t s
e m pl oy e e s a r e F r e nc h na t i ona l s . I n t e r m s of l a ng ua ge , 75 pe r c e nt of i t s e m pl oy e e s s poke
E ngl i s h ; a l l kne w F r e nc h. D i s ne y l a nd P a r i s a l s o pr ovi de d 12 di f f e r e nt l a ngua ge s on
phone l i ne s f or t i c ke t booki ng t o f a c i l i t a t e c ons um e r c om m uni c a t i ons . I n a ddi t i on, t he
c om m e nt a r y w a s pr ovi de d i n F r e nc h a nd f our ot he r l a ngua ge s a t a l l a t t r a c t i ons a nd r i de s
( A nt hony , 1992, p.67) .
W i t h t he he l p of r e va m pe d m a r ke t i ng a nd a dve r t i s i ng s t r a t e gi e s a c r os s E u r ope ,
t he c om pa ny t r i e d t o r e a c h out t o not onl y F r e nc h c ons um e r s but ot he r E ur ope a n
a udi e nc e s . D i s ne y a l s o be ga n w or ki ng w i t h t r a ve l a ge nt s t o of f e r m or e a t t r a c t i ve va c a t i on
pa c ka ge s t o t our i s t s ( W a s ko, 2005, p.130) . F ur t he r m or e , D i s ne y m a de a s e r i e s e f f or t s
s uc h a s t o t a ke a dva nt a ge of t he onl i ne m e di a a s e a r l y a s 20 y e a r s a go t o pr om ot e t he
t he m e pa r ks . A c c or di ng t o A dv e r t i s i ng A ge ( a s c i t e d i n W h y w e l ov e D i s ne y - T he pow e r
of t he D i s ne y br and) , D i s ne y ha d m a de e f f or t s i n l a unc hi ng t he U ni t e d K i ng dom e di t i on
of i t s a d- s uppor t e d D i s ne y . c om onl i ne ve nt ur e a s a pr e c ur s or t o a s pa t e of l oc a l i z e d
E ur ope a n w e bs i t e s . D i s ne y . c o.uk, a n e nt e r t a i nm e nt w e bs i t e t a r g e t e d on B r i t i s h f a m i l i e s
a nd c hi l dr e n, w a s us e d t o f e a t ur e dow nl oa da bl e i nt e r a c t i ve g a m e s , s t or y b ooks , s a m pl e s of
m us i c a l s ounds , e duc a t i ona l i nf or m a t i on a nd e - c om m e r c e ( S t e i n, 201 1 , p.108) . I n
a ddi t i on, t he w e bs i t e w a s us e d a s a m a r ke t i ng t ool t o i n f or m us e r s of t he l a t e s t
de ve l opm e nt s a t D i s ne y l a nd P a r i s a s w e l l a s t he l a t e s t m ovi e s a nd vi de o r e l e a s e s ( S t e i n,
201 1 , p.10 9) .
25
M or e o ve r , D i s n e y ’ s B r i t i s h w e bs i t e w a s us e d t o e x t e n d t o ot he r E ur op e a n m a r ke t s ,
e s pe c i a l l y c ount r i e s w i t h s om e of t he f a s t e s t - gr ow i ng onl i ne a udi e nc e s , i nc l udi ng
G e r m a ny , F r a nc e , S c a ndi na vi a a nd I t a l y . A l t houg h s om e D i s ne y w e bs i t e s f or E ur ope a n
c ons um e r s e x i s t , t he y a r e m os t l y l i m i t e d t o pr om ot i ng t he w hol e D i s ne y t he m e pa r ks .
T he r e f or e , s uc h on- l i ne c om m uni c a t i ons s t r a t e gy f or D i s ne y l a nd P a r i s w a s ne c e s s a r y a nd
e f f e c t i ve . W i t h i t s a m bi t i on t o e ng a ge m or e c ons um e r s i n t he ne i ghbor i ng a r e a ,
D i s ne y l a nd P a r i s r e - l a unc he d t he E uope a n s i t e s i n t he f ol l ow i ng y e a r s , w i t h a ddi t i ona l
l a unc he s i n ne w m a r ke t s ( S t e i n, 201 1 , p.63) .
H ow e ve r , t he a bove e f f or t s m i g ht be e f f e c t i ve but s t i l l not s uf f i c i e nt . T he i s s ue of
c ul t ur e i s pe r va s i ve a nd a ppe a r s t o be t he m os t s i g ni f i c a nt c ha l l e nge f or D i s ne y l a nd P a r i s
w he n doi ng c ons um e r c om m uni c a t i ons . A s e a r l y a s i n t he pl a nni ng of t he pr oj e c t i n P a r i s ,
hos t i l i t y a m ong t he F r e nc h t o t he w hol e E ur o D i s ne y l a nd ha d e m e r g e d. P a r i s t he a t e r
di r e c t or A r i a ne M nouc hki ne w a s f a m ous f or he r de s c r i pt i on of E ur o D i s ne y a s " a c ul t ur a l
C he r noby l ." ( C or l i s s , 1992, pa r a .4 ) F ue l e d by t he i s s ue s , D i s ne y l a nd P a r i s qui c kl y
be c a m e a f oc a l poi nt f or a nt i - A m e r i c a ni s m . F or e x a m pl e , E ur o D i s ne y w a s bl oc ka de d
s hor t l y a f t e r ope ni ng by f a r m e r s pr ot e s t i ng U .S . f a r m pol i c i e s ( A nt hony , 1992, p.70) .
T he s e i s s ue s pos e d c om m uni c a t i ons t hr e a t s f or t he c om pa ny , but D i s ne y a ppe a r s t o ha ve
not f ul l y g r a s pe d t he i r i m por t a nc e a nd di d l i t t l e t o s of t e n pot e nt i a l l y ne ga t i ve i m a g e s
dur i ng t he de ve l opm e nt of D i s ne y P a r i s . T o m a ke m a t t e r s e ve n w or s e , D i s ne y not onl y
m i s s e d a g ol de n oppor t uni t y t o m a na ge t he c r i s i s , but s e e m e d t o c ul t i va t e t he f e e l i ng w i t h
i t s A m e r i c a n - c e nt r i c a t t i t ude .
26
D e s pi t e t he f a c t t ha t D i s ne y m a de hug e e f f or t s i n pr om ot i ng a nd e nga gi ng
c ons um e r s , i t ul t i m a t e l y f a i l e d t o a ddr e s s t he c ul t ur a l bi a s e s a nd c om m uni c a t i ons
pr obl e m s . C opy i ng t he s a m e c om m uni c a t i ons s t r a t e gi e s t ha t w e r e us e d f or T o ky o D i s ne y
di d not w or k, be c a us e t he F r e nc h vi e w e d E ur o D i s ne y a s " A m e r i c a n c ul t ur a l
i m pe r i a l i s m " ( W a s ko, 2005, p.1 30) , w hi c h i s qui t e di f f e r e nt f r om t he J a pa ne s e pe r s pe c t i ve .
O ve r t he y e a r s , D i s ne y l a nd P a r i s c ont i nue d t o m a ke a dj us t m e nt s a nd c ha nge s i n
m e e t i ng t he ne e ds of t he c ons um e r s . A c know l e dgi ng t ha t F r e nc h c ul t ur e ha s i t s ow n
l ova bl e c a r t oon c ha r a c t e r s , D i s ne y l a nd P a r i s e s t a bl i s he d a t he m e pa r k f or A s t é r i x, t he
he l m e t e d, pi nt - s i z e d G a l l i c w a r r i or f r om t he popul a r F r e nc h c om i c s t r i p ( A nt hony , 1992,
p.71) . A l s o, t he r e nova t i on de s i gn of t he pa r k i nc or por a t e d m a ny a da pt a t i ons of F r e nc h
a nd E ur ope a n c ul t ur e . D i s ne y l a nd P a r i s f ur t he r e m pha s i z e d t he E ur ope a n he r i t a ge of
m a ny of D i s ne y’ s c ha r a c t e r s a nd s t or y l i ne . S om e a t t r a c t i ons f e a t ur e d E ur ope a n
a da pt a t i ons . F or i ns t a nc e , t he y s e t C i nde r e l l a l i vi ng i n a F r e nc h i nn a nd S now W hi t e ' s
hom e i n a B a va r i a n vi l l a g e . D i s ne y l a nd P a r i s a l s o c r e a t e d s om e uni que a t t r a c t i ons :
D i s c ove r y l a nd, w hi c h i s ba s e d upon t he m e s f r om J ul e s V e r ne a nd L e ona r do da V i n c i ; a nd
" V i s i ona r i um , " w hi c h i s a 360- de gr e e m ovi e t he a t e r s how c a s i ng F r e nc h c ul t ur e ( H a y e s ,
1991, pa r a .5) .
T o be t t e r unde r s t a nd how c ons um e r s t houg ht a nd w ha t t he y w a nt e d, D i s ne y a l s o
c onduc t e d a s e r i e s of m a r ke t r e s e a r c h s ur ve y s ( W a s ko, 2005, p.135) . A c c or di ng t o W a s ko
( a s c i t e d i n D az z l e d by D i s ne y ? - - T he G l obal D i s ne y A udi e nc e s P r o j e c t ) , D i s ne y a da pt e d
s om e " A m e r i c a n " t he m e d a t t r a c t i ons t o a ppe a l t he E ur ope a n c ons um e r s ba s e d on t he
27
f i ndi ng s . F or e x a m pl e , t he r e s e a r c h f ound t ha t E ur ope a n vi s i t or s t o D i s ne y ’ s U .S . pa r ks
r e s ponde d pos i t i ve l y t o t he m e s e m body i ng t he A m e r i c a n W e s t . T hi s e nc our a ge d D i s ne y
t o r e de s i g n s e ve r a l a t t r a c t i ons a r ound a W i l d W e s t t he m e , w hi c h i nc l ude d a m i ni ng t ow n
s e t t i ng f or one r i de , a “ D a vy C r oc ke t t ” t he m e d c a m pgr ound, a nd hot e l s na m e d t he
" C he y e nne , " " S a nt a F e ," a nd " S e quoi a L odge . " ( W a s ko, 2005, p.136) S om e ot he r
a da pt a t i ons w e r e m a de t o c a t e r t o E ur ope a n s oc i a l be ha vi or a nd c ul i na r y t a s t e s . T he y a l s o
s t a r t e d t o pr ovi de vi de o s c r e e ns , m ovi e s , a nd ot he r e nt e r t a i nm e nt f or g ue s t s w a i t i ng i n
l i ne t o a ddr e s s t he c onc e r n ove r E ur ope a ns ’ a ve r s i on t o que ui ng ( W a s ko, 2005, p.136) .
D i s ne y’ s no- a l c ohol pol i c y w a s a l s o a dj us t e d by a l l ow i ng w i ne a nd be e r t o be s e r ve d a t
F e s t i va l D i s ne y , a n e nt e r t a i nm e nt c om pl e x j us t out s i de t he t he m e pa r k. I n t he r e s t a ur a nt
f a c i l i t i e s , g r e a t e r e m pha s i s w a s pl a c e d on s i t - dow n di ni ng a nd m uc h l e s s on f a s t f ood
( W a s ko, 2005, p.137) .
B y t he e nd of 1995, D i s ne y l a nd P a r i s s how e d a pr of i t f or t he f i r s t t i m e ( S t e i n,
201 1 , p.56) . H ow e ve r , c om pa r e d t o t he pr of i t s e a r ne d by t he ot he r t hr e e D i s ne y t he m e
pa r ks , t hi s di d not bode w e l l f or t he f ut ur e of t he pa r k. H ow c oul d a n i m pr ove d ve r s i on of
a hi g hl y s uc c e s s f ul e nt e r pr i s e l i ke D i s ne y l a nd i n C a l i f or ni a f a r e s o poor l y ? O ne pos s i bl e
r e a s on w a s poor i nt e r na l c om m uni c a t i ons . F or i ns t a nc e , D i s ne y' s A m e r i c a n m a na ge r s
r e qui r e d E ngl i s h t o be s poke n a t a l l m e e t i ng s a nd D i s ne y ' s e m pl oy e e dr e s s c ode l i m i t e d
m a ke up, f a c i a l ha i r , t a t t oos , j e w e l r y a nd m or e ( B y r ne , 1999, p.27) . B e f or e D i s ne y l a nd
P a r i s c oul d c om e up w i t h a ny r e s pons e , F r e nc h l a bor uni ons pr ot e s t e d a ga i ns t t he
a ppe a r a nc e c ode , w hi c h t he y s a w a s " a n a t t a c k on i ndi vi dua l l i be r t y . " ( B y r ne , 1999, p.28)
O t he r s c r i t i c i z e d D i s ne y a s be i ng i ns e ns i t i ve t o F r e nc h c ul t ur e , i ndi vi dua l i s m , a nd
28
pr i va c y , be c a us e r e s t r i c t i ons on i ndi vi dua l or c ol l e c t i ve l i be r t i e s w e r e i l l e g a l unde r
F r e nc h l a w , unl e s s i t c oul d be de m ons t r a t e d t ha t t he r e s t r i c t i ons w e r e r e qui s i t e t o t he j ob
a nd di d not e x c e e d w ha t w a s ne c e s s a r y ( W a s ko, 2001, p.157) . N e ve r t he l e s s , i n de a l i ng
w i t h t he s e s e r i e s of c r i s e s , D i s ne y a c t e d poor l y by s a y i ng t ha t a r ul i ng t ha t ba r r e d t he m
f r om i m pos i ng s uc h a n e m pl oy m e nt s t a nda r d c oul d t hr e a t e n t he i m a g e a nd l ong - t e r m
s uc c e s s of t he pa r k ( S t e i n, 201 1 , p.92) . " F or us , t he a ppe a r a nc e c ode ha s a g r e a t e f f e c t
f r om a pr oduc t i de nt i f i c a t i on s t a ndpoi nt ," s a i d T hor D e ge l m a nn, E ur o D i s ne y’ s pe r s onne l
di r e c t or . " W i t hout i t w e c oul dn't be pr e s e nt i ng t he D i s ne y pr oduc t t ha t pe opl e w oul d be
e x pe c t i ng " ( a s c i t e d i n " D i s ne y D r e s s C ode ," 1992, pa r a .3) . T he m a na ge m e nt t e a m f a i l e d
t o r e a l i z e t ha t i t i s vi t a l t o e s t a bl i s h s t r ong i nt e r na l c om m uni c a t i on, be c a us e onl y by f i r s t
m e e t i ng t he ne e ds of t he e m pl oy e e s , t he or g a ni z a t i on c a n t he n m ot i va t e a nd boos t t he
e m pl oy e e s ’ pe r f or m a nc e t o de l i ve r g ood s e r vi c e a nd c ons i s t e nt c or por a t e pr om i s e s t o t he
c ons um e r s . T he e m pl oy e e s di d not ne c e s s a r i l y s ubs c r i be t o t he D i s ne y's phi l os ophy of
de l i ve r i ng c om pl e t e g ue s t s a t i s f a c t i on, w hi c h br oke dow n t he i l l us i on ne c e s s a r y t o c r e a t e
D i s ne y m a gi c .
F r om t he c a s e of D i s ne y l a nd P a r i s , w e l e a r n t ha t c opy i ng t he ope r a t i on a nd
c om m uni c a t i ons s t r a t e gi e s of D i s ne y U S A or D i s ne y T o ky o w i t hout c ons i de r i ng ot he r
c ul t ur a l va l ue s w e r e not a c c e pt a bl e . W he n i nt e r vi e w i ng D e put y P r e s i de nt of t he S ha ng ha i
P ubl i c R e l a t i ons A s s oc i a t i on, P r of . W u Y o uf u ( s e e t he a ppe ndi x f or t he phone i nt e r vi e w
de t a i l s ) , I s pe c i f i c a l l y a s ke d hi m w ha t c oul d be done t o m a ke D i s ne y l a nd P a r i s a m or e
pr of i t a bl e pa r k. W he n t a l ki ng a bout D i s ne y l a nd P a r i s ' bi g ge s t m i s t a ke , P r of . W u a l s o
m e nt i one d t ha t i t w a s be c a us e D i s ne y P a r i s di d not t a ke c ul t ur a l di f f e r e nc e s i nt o a c c ount .
29
S t r a t e gi e s us e d s uc c e s s f ul l y i n t he U ni t e d S t a t e s c a nnot be di r e c t l y a ppl i e d t o F r a nc e t o
a ppl y be c a us e of c ul t ur a l di f f e r e nc e s . A c c or di ng t o P r of . W u , i t i s D i s ne y ’ s r e s pons i bi l i t y
t o know w ha t c us t om e r s e x pe c t a nd s e l e c t t he r i ght s e r vi c e s t a nda r ds . C ha ngi ng t he na m e
f r om E ur o D i s ne y t o D i s ne y l a nd P a r i s , f or e x a m pl e , i nde e d w or ke d w e l l t o s t r e ngt he n t he
c om pa ny’ s i m a g e l oc a l l y . I n a ddi t i on, P r of . W u a l s o s ug ge s t e d D i s ne y l a nd P a r i s c oul d
r e pl a c e t he A m e r i c a n m a na ge r w i t h a F r e nc h m a na ge r , w ho m i g ht a da pt a nd m a na ge f a r
be t t e r a nd t he pa r k c a n be m uc h m or e l oc a l i z e d t o m e e t vi s i t or s ’ ne e ds . A l s o, D i s ne y
s houl d e nc our a ge i nt e r a c t i on be t w e e n m a na ge m e nt a nd c us t om e r s a s w e l l a s t he
c om m uni c a t i on be t w e e n e m pl oy e e s a nd m a na ge r s . G ood c om m uni c a t i on w i t h t he
e m pl oy e e s a bout t he or g a ni z a t i on' s c ul t ur e a nd pol i c i e s w oul d m e e t l i ke l y he l p
c ons um e r s ' s e r vi c e e x pe c t a t i ons by de l i ve r i ng c ons i s t e nt c or por a t e m e s s a ge s a nd
pr om i s e s . A not he r a ppr oa c h w oul d t o a dd m or e c ha r a c t e r s t o D i s ne y l a nd P a r i s t ha t ha ve
E ur ope a n r oot s , l i ke P i noc c hi o ( I t a l y ) a nd P e t e r P a n ( U ni t e d K i ng dom ) . I t i s a g ood w a y
t o a da pt t he r e s or t t o c om bi ne E ur ope a n a nd A m e r i c a n c ul t ur e s . P r of . W u s a i d t hi s w oul d
a l s o s how D i s ne y 's r e s pe c t f or t he l oc a l t r a di t i ons a nd c ul t ur e s a nd c ons um e r s w oul d f e e l
e m ot i ona l l y c onne c t e d w he n s e e i ng t hos e f a m i l i a r c ha r a c t e r s a ppe a r i n t he t he m e pa r ks .
30
C h a p t e r C h a p t e r C h a p t e r C h a p t e r F o u r : F o u r : F o u r : F o u r : A A A A F u r t h e r F u r t h e r F u r t h e r F u r t h e r S t e p S t e p S t e p S t e p i n i n i n i n H o n g H o n g H o n g H o n g K o n g K o n g K o n g K o n g
I n i t s f i r s t ove r s e a s e f f or t s , D i s ne y ha d one g r e a t s uc c e s s a nd one g r e a t f a i l ur e i n
i t s i nt e r na t i ona l e x pa ns i on. H ong K ong D i s ne y l a nd w a s t he t hi r d D i s ne y t he m e pa r k
ove r s e a s . I t ope ne d i n 2005 w he n H ong K ong’ s g ove r nm e nt e nt e r e d i nt o a j oi nt ve nt ur e
w i t h D i s ne y . H ong K ong D i s ne y l a nd a l s o c r e a t e d t he f i r s t t r a i n i n t he w or l d t ha t w a s
de vot e d t o a t he m e pa r k, w i t h M i c ke y M ous e he a d- s ha pe d w i ndow s . L i ke D i s ne y l a nd
P a r i s , t he pa r k ha s be e n pl a gue d w i t h c ont r ove r s y a s e a r l y a s t he c ons t r uc t i on be ga n. F or
e x a m pl e , t he publ i c a c c us e d D i s ne y of e nvi r onm e nt a l da m a ge dur i ng pa r k c ons t r uc t i on
on L a nt a u I s l a nd, hom e of t he P o L i n m ona s t e r y a nd a r e ve r e d 85- f oot - hi gh B uddha
s t a t ue ( S t e i n, 201 1 , p.1 1 2) .
A f t e r s e r i e s of c om m uni c a t i ons i s s ue s i n i t s pr e vi ous pa r ks , D i s ne y s how e d t ha t i t
ha d l e a r ne d t ha t i t m us t c ons i de r t he va r i ous c ul t ur a l nua nc e s a nd s e ns i t i vi t i e s of i t s hos t
na t i on. T he de s i gn of H ong K ong D i s ne y l a nd t ook i nt o a c c ount va r i ous C hi ne s e c ul t ur a l
a s pe c t s , a nd pl a nne r s w e nt t o g r e a t l e ngt hs t o e ns ur e t ha t i t w a s w e l l r e c e i ve d by t he l oc a l
H ong K ong popul a t i on a nd t he i r pr oj e c t e d m a i nl a nd C hi ne s e vi s i t or s ( F ow l e r & M a r r ,
2006, B 1) .
A c c or di ng t o s our c e , H ong K ong D i s ne y l a nd ’ s ke y a udi e nc e s a r e t he f ol l ow i ng
t hr e e c or e m a r ke t s : H ong K ong r e s i de nt s , vi s i t or s f r om t he s out he r n pa r t of C hi na a nd
vi s i t or s f r om S out he a s t A s i a n m a r ke t s . T he f ol l ow i ng T a bl e 1, w i t h da t a f r om s our c e
( " H ong K ong i n F i gur e s " , 2007) c l e a r l y s how s t he va l ue of t he s e t hr e e m a r ke t s , but w e
31
s e e t ha t vi s i t or s f r om m a i nl a nd C hi na a r e t he f a s t e s t g r ow i ng g r oup a nd c ons t i t ut e t he
va s t m a j or i t y .
T ab l e : T ab l e : T ab l e : T ab l e : V i s i t or V i s i t or V i s i t or V i s i t or A r r i val s A r r i val s A r r i val s A r r i val s t o t o t o t o H on g H on g H on g H on g K on g K on g K on g K on g b y b y b y b y C ou n t r y/ T e r r i t or y C ou n t r y/ T e r r i t or y C ou n t r y/ T e r r i t or y C ou n t r y/ T e r r i t or y of of of of R e s i d e n c e R e s i d e n c e R e s i d e n c e R e s i d e n c e
S i nc e C hi na i s a m a s s i ve c ount r y , t he H ong K ong t he m e pa r k i s w e l c om i ng a t
l e a s t a t hi r d of i t s vi s i t or s f r om t he m a i nl a nd a nnua l l y . I t a l s o i s i m por t a nt t o not e t ha t
i nc om e l e ve l s i n B e i j i ng , S ha ng ha i , a nd H ong K ong s ur pa s s t hos e i n m a ny ot he r l a r ge
c i t i e s w or l dw i de i n 2009 ( L o pe z , 2010, pa r a .6) . P e opl e f r om m a i nl a nd C hi na ha ve ve r y
di f f e r e nt e x pe c t a t i ons t ha n t hos e f r om m a ny ot he r pl a c e s i n t he w or l d. G e ne r a l l y
32
s pe a ki ng, vi s i t or s f r om t he m a i nl a nd t r a ve l m os t l y on pa c ka ge t our s t ha t i nc l ude g r oup
di nne r s . F e w m a i nl a nd vi s i t or s i nc l ude d H ong K ong D i s ne y l a nd on t he i r i t i ne r a r i e s
be c a us e t he t he m e pa r k i ni t i a l l y c oul d not a c c om m oda t e s uc h l a r ge g r oups ( " H ong K ong
F a c t S he e t s - T our i s m " , 2009, pa r a .5) . B ut D i s ne y qui c kl y a dj us t e d t o t hi s de m og r a phi c
f e a t ur e , a nd t he t he m e pa r k ha s s i g ni f i c a nt l y i m pr ove d i t s c ol l a bor a t i on w i t h t our
c om pa ni e s , w hi c h now be ne f i t f r om a s ha r e i n a t t r a c t i ons a nd s t e e r t he i r g r oups t ow a r ds
t he m ( F ow l e r & M a r r , 2006, B 2) . M or e ove r , s e ni or c i t i z e ns a r e a l s o a n i m por t a nt g r oup
of c ons um e r s f or H ong K ong D i s ne y l a nd be c a us e of t he de e p i nf l ue nc e of t he f a m i l y -
or i e nt e d c ul t ur e i n A s i a ( F ow l e r , 2006, B 1) .
C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C h al l e n ge s C h al l e n ge s C h al l e n ge s C h al l e n ge s
O ne of t he c om m uni c a t i ons c ha l l e nge s t ha t D i s ne y ha s e nc ount e r e d i s t he
C hi ne s e 's popul a c e 's unf a m i l i a r i t y w i t h D i s ne y c ha r a c t e r s a nd pr oduc t s . D ur i ng M a o
Z e dong's r e i gn, D i s ne y c ha r a c t e r s w e r e ba nne d i n C hi na ( F ow l e r , 2006, B 1) .
C ons e que nt l y , s e ve r a l g e ne r a t i ons of c hi l dr e n, w ho a r e now pa r e nt s t he m s e l ve s , ha d no
i de a of or a ny e m ot i ona l c onne c t i on t o t he he a r t of D i s ne y’ s e nt e r pr i s e .
O f c our s e , H ong K ong D i s ne y l a nd's c ha l l e nge a l s o i nc l ude d how t o t a i l or i t s
c or por a t e phi l os ophy a nd ni c he a t t r a c t i ons t o t he l oc a l C hi ne s e c ul t ur e , e nvi r onm e nt , a nd
m i nds e t w hi l e ke e pi ng t he D i s ne y t he m e i nt a c t , s om e t hi ng t ha t ha s pr ove d c ha l l e ngi ng t o
D i s ne y e x e c ut i ve s ( F l ow e r & M a r r , 2010, B 4) . B y i nt e g r a t i ng i t s e l f m or e pr oa c t i ve l y i nt o
t he C hi ne s e c ont e x t , D i s ne y 's g oa l w a s t o a voi d e xpe r i e nc i ng t he s a m e pr obl e m s of
c ul t ur a l ba c kl a s h, c us t om s , a nd t r a di t i ons t ha t oc c ur r e d i n E ur ope .
33
F i na nc i a l c r i s i s a l s o a n i ne vi t a bl e obs t a c l e . W he n H ong K ong D i s ne y l a nd ope ne d
i n S e pt e m be r 2005, t he a r e a ha d not f ul l y r e c ove r e d f r om t he l a t e 1990s ’ A s i a n f i na nc i a l
c r i s i s ( W i s e m a n, 2005, pa r a .3) . C om pa r a t i ve l y s pe a ki ng, t he a dm i s s i on t i c ke t pr i c e t o t he
t he m e pa r k w a s t oo hi g h f or l oc a l vi s i t or s . A s M a t us i t z s t a t e d, " C hi na ove r a l l w a s s t i l l a
na t i on w i t h l ow i nc om e l e ve l s , ( s o) t he l a c k of a f f or da bi l i t y of t he D i s ne y va c a t i on
e x pe r i e nc e di d not he l p." ( M a t us i t z , 2009, p.7) A l s o, t he t he m e pa r k s ol d t i c ke t s t ha t
vi s i t or s c oul d us e on a ny da y , w i t hout c ons i de r i ng C hi na ' s hol i da y s c he dul e ( W i s e m a n,
2005, pa r a .2) . E xe c ut i ve s a t H ong K ong D i s ne y l a nd s oon r e a l i z e d t ha t t he y m us t m a ke
a dj us t m e nt s t o f i t t he na t i on’ s l ow - i nc om e l e ve l s a nd hol i da y s c he dul e ( M a r r & F ow l e r ,
2005, B 1) . T oda y , pr i c e s a t H K $295 ( U S $38) f or a n a dm i s s i on t i c ke t ( f or a dul t s ) on a
w e e kda y a r e c he a pe r t ha n a t t he ot he r D i s ne y pa r ks ( " Y e a r of t he M ous e ," 2010, pa r a .3) .
S i nc e H ong K ong D i s ne y l a nd w a s ( a nd s t i l l i s ) t he s m a l l e s t D i s ne y pa r k w or l dw i de
( L o pe z , 2011, p.31) , a ppl y i ng of f - pe a k pr i c e s w a s a n a t t e m pt a t c r ow d c ont r ol , w hi c h
m e a ns pr i c e s be c a m e hi g he r on w e e ke nds a nd hol i da y s . H ong K ong D i s ne y l a nd a l s o
l ow e r e d pr i c e s f or s e ni or s t o f i t i t s e l f i nt o t he f a m i l y - o r i e nt e d c ul t ur e i n A s i a ( M a t us i t z ,
2009, p.10) .
I n a ddi t i on t o a l l t he s e c ha l l e nge s , D i s ne y a l s o ne e ds t o pa y c l os e a t t e nt i on ot he r
uni que c ul t ur a l f a c t or s , s uc h a s “ F e ng s hui ” a nd c ons um e r s ’ f ood pr e f e r e nc e s a nd e a t i ng
ha bi t s .
34
M ar k e t i n g M ar k e t i n g M ar k e t i n g M ar k e t i n g C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s C om m u n i c at i on s S t r at e gi e s S t r at e gi e s S t r at e gi e s S t r at e gi e s & & & & C am p ai gn s C am p ai gn s C am p ai gn s C am p ai gn s
W i t h a popul a t i on of 1.3 bi l l i on, C hi na i s a l w a y s s e e n a s a n i m por t a nt t a r ge t
m a r ke t f or D i s ne y . A s quot e by M a t us i t z , " C hi na ha s be e n on t he D i s ne y ’ s r a da r s c r e e n
f or m a ny y e a r s a s a ke y g r ow t h a r e a f or i t s br a nd" ( M a t us i t z , 2009, p.7) . I n t he l a s t
de c a de i n pa r t i c ul a r , D i s ne y ha s be e n a bl e t o e nt e r t he C hi ne s e m a r ke t on s e ve r a l f r ont s ,
i nc l udi ng r e t a i l , t he m e pa r ks , f i l m , a nd t e l e vi s i on.
H ong K ong D i s ne y l a nd ope ne d i n 2005, a nd, i n m a ny r e s pe c t s , i s s t i l l f i ndi ng i t s
f oot i ng i n t he C hi ne s e m a r ke t m or e t ha n f i ve y e a r s l a t e r . A s a r e s ul t of t he l e s s ons
l e a r ne d f r om t he ope ni ng of E ur o D i s ne y i n 1992, a num be r of c onc e s s i ons w e r e m a de
f r om t he be gi nni ng a t t he H ong K ong pa r k t o a c c om m oda t e t he c ul t ur a l di f f e r e nc e s
be t w e e n C hi ne s e pa r k pa t r ons a nd t he A m e r i c a n a udi e nc e s f or w hom t he or i gi na l D i s ne y
pa r ks w e r e c ons t r uc t e d.
H ow e ve r , t he c ha l l e nge of g e t t i ng C hi ne s e vi s i t or s t o r e l a t e t o e x i s t i ng D i s ne y
s t or i e s a nd c ha r a c t e r s w a s s t i l l a hur dl e t o ove r c om e , e ve n w i t h t he s e a c c om m oda t i ons .
O ne s t e p t a ke n by D i s ne y w a s t he f or m a t i on of a pa r t ne r s hi p w i t h l oc a l y o ut h g r oups r un
by C hi na ' s C om m uni s t Y out h L e a gue pr i or t o t he ope ni ng of t he pa r k. T hr ough t hi s
pa r t ne r s hi p, " M i c ke y M ous e a nd ot he r D i s ne y r e pr e s e nt a t i ve s vi s i t e d 500 c hi l dr e n a t t w o
y o ut h c e nt e r s i n G ua ngz hou, i n s out he r n C hi na ," e x pl a i ne d a n a r t i c l e i n t he L o s A ng e l e s
T i m e s ( " D i s ne y M a r ke t s M i c ke y M ous e i n C hi na ," 2010, pa r a .5) . G ua ngz hou i s
a ppr ox i m a t e l y 100 m i l e s f r om H ong K ong a nd w a s e x pe c t e d a t t he t i m e t o be a pr i m e
f e e de r of vi s i t or s t o t he pa r k D i s ne y a l s o s e nt M i c ke y M ous e a nd ot he r c ha r a c t e r s t o
35
s hoppi ng m a l l s , l i br a r i e s , a nd a s s or t e d publ i c pl a c e s t o t r y a nd bui l d a w a r e ne s s of t he
f i gur e s c hi l dr e n w e r e l i ke l y t o e nc ount e r a t H ong K ong D i s ne y l a nd ( M a t us i t z , 2009,
p.17) .
I n a s i m i l a r ve i n, D i s ne y’ s e f f or t s t o i m pr ove a t t e nda nc e a t t he H ong K ong
D i s ne y l a nd t he m e pa r k ha ve i nc l ude d a ddi ng l oc a l a t t r a c t i ons a nd e nt e r t a i nm e nt of f e r i ngs
i n 2008. F or e x a m pl e , s e a s ona l e nt e r t a i nm e nt , s uc h a s D i s ne y ’ s H a unt e d H a l l ow e e n
( w hi c h w a s a c t ua l l y s t a r t e d by O c e a n P a r k, a popul a r l oc a l a m us e m e nt pa r k i n H ong
K ong) , A S pa r kl i ng C hr i s t m a s ( t he m os t popul a r W e s t e r n hol i da y i n C hi na ) a nd D i s ne y’ s
C hi ne s e N e w Y e a r a r e he l d i n t he pa r k t o c e l e br a t e C hi ne s e f e s t i v a l s ( N g & O r w a l l , 2009 ,
p.27) . I t i s s a i d t ha t f i r e w or ks a nd g unpow de r w e r e i nve nt e d i n C hi na . F or t hi s r e a s on,
D i s ne y m a na ge r s m a de a w i s e m ove by hol di ng f i r e w or ks e x t r a va ga nz a s i n H ong K ong
D i s ne y l a nd ( M a r r & F ow l e r , 2010, B 2) . T he pa r k a l s o i nc l ude d t he w or l d's onl y F a nt a s y
G a r de ns , w he r e c hi l dr e n c a n m e e t f a m ous c ha r a c t e r s , s uc h a s M ul a n, t he f e a r l e s s w a r r i or
of C hi ne s e l e ge nd, a nd M us hu, t he l uc ky dr a gon of M ul a n. I n a nod t o C hi na ’ s
c om m uni s t r ul e r s , D i s ne y g a ve M i c ke y a nd M i nni e M ous e a m a ke ove r i n 2008. M i c ke y
w a s put i n a br i g ht r e d M a o s ui t , w hi l e M i nni e s por t e d a c he r r y - bl os s om r e d dr e s s i n a n
a t t e m pt t o a ppe a l t o C hi ne s e c ons um e r s ( L o pe z , 2010, pa r a .6) .
H ong K ong D i s ne y l a nd a l s o de a l t w i t h t he i s s ue of l a ngua ge be a ut i f ul l y . H ong
K ong D i s ne y l a nd c a s t m e m be r s s pe a k bot h E ngl i s h a nd l oc a l di a l e c t s . A r ound 500 of t he
G r a nd O pe ni ng T e a m w e r e t r a i ne d a t W a l t D i s ne y W or l d R e s or t w hi l e t he i r hom e pa r k
w a s be i ng c ons t r uc t e d ( M a t us i t z , 2009, p.7) . I n H ong K ong , one of t he of f i c i a l di a l e c t s i s
36
C a nt one s e ; i n m a i nl a nd C hi na , i t i s P ut ong hua ( a l s o know n a s S t a nda r d M a nda r i n or
S t a nda r d C hi ne s e ) . S i nc e C hi ne s e vi s i t or s a r e s t i l l not t oo f a m i l i a r w i t h D i s ne y , t he t he m e
pa r k ha s pr oduc e d g ui de s de s c r i bi ng a t t r a c t i ons l i ke r i de s a nd s how s . B r oc hur e s a nd
m a ps a r e pr i nt e d i n t r a di t i ona l a nd s i m pl i f i e d C hi ne s e c ha r a c t e r s , J a pa ne s e , a nd E ng l i s h
( M a r r & F ow l e r , 2010, B 1) . T o de m ons t r a t e i t s w i l l i ng ne s s t o a dj us t t o t he C hi ne s e
t our i s t c ul t ur e e ve n m or e , H ong K ong D i s ne y l a nd w i l l s oon pe r f or m i t s ow n ve r s i on of
t he s how “ I t ’ s a S m a l l W or l d” w i t h a l a dy dol l i n a t r a di t i ona l C hi ne s e ope r a c os t um e a nd
a s pe c i f i c a l l y de s i g ne d H ong K ong s c e ne t ha t f e a t ur e s V i c t or i a H a r bor a nd t he c i t y’ s
l a ndm a r k s ky s c r a pe r s ( M a t us i t z , 2009, p.13) . D i s ne y ’ s g oa l i s e vi de nt : t o bl e nd l oc a l ,
r e gi ona l , a nd g l oba l e l e m e nt s . N e w ve r s i ons of t he t he m e s ong - - r e s pe c t i ve l y i n
M a nda r i n, C a nt one s e , T a ga l og ( t he of f i c i a l l a ngua ge i n t he P hi l i ppi ne s ) , a nd K or e a n - -
w e r e a l s o be a dde d t o t he H ong K ong r e nde r i ng of “ I t ’ s a S m a l l W or l d” ( Y u, 2009,
pa r a .5) . I n de e d, t he H ong K ong D i s ne y l a nd ve r s i on ha s ne w f e a t ur e s , w he r e by s ki ppe r s
c onduc t l i ve c om m e nt a r y i n C a nt one s e , P ut ong hua , a nd E ng l i s h; g ue s t s c a n boa r d
w ha t e ve r boa t a nd t he s ki ppe r s pe a ks t he i r l a ngua ge . T he s ki ppe r s ’ w i t t i c i s m s a nd j oke s
ha ve a l s o be e n t a i l or e d t o l oc a l c ul t ur a l s e ns i bi l i t i e s ( D e m os s i e r , 2010, p.38) .
I n l i ne w i t h t he s e c ont e nt i ons , H ong K ong D i s ne y l a nd t r i e d t o m a ke a dj us t m e nt s
t o l oc a l e a t i ng ha bi t s a nd f ood pr e f e r e nc e s t o a t t r a c t m or e g ue s t s . A l t houg h W e s t e r n f ood
s uc h a s hot dog s , ha m bur ge r s a nd c ot t on c a ndy i s s e r ve d, l ot s of C hi ne s e f ood a nd l oc a l
de l i c a c i e s c a n be e nj oy e d a s w e l l ( M a t us i t z , 2009, p.15) . O ne of t he m os t c ha l l e ngi ng
de c i s i ons by D i s ne y w a s t o a dd a t r a di t i ona l but ve r y e x pe ns i ve C hi ne s e di s h t o i t s m e nu:
s ha r k f i n s oup. A l ong w i t h t he s oup, r oa s t s uc kl i ng pi g a nd s l i c e d a ba l one w e r e a dde d f or
37
w e ddi ng ba nque t s t ha t t he f i r m w a s pr om ot i ng a t t he t w o hot e l s a t H ong K ong
D i s ne y l a nd ( F ow l e r , 2010, B 1) . N ow a da y s , t he f us i on of ot he r l oc a l f ood pr e f e r e nc e s ha s
r e a l l y t a ke n pl a c e ; r e s t a ur a nt s a t H ong K ong D i s ne y l a nd pr i m a r i l y s e r ve C hi ne s e f ood.
A t a r e c e nt e ve nt w he r e s pe c i a l di s he s w e r e s e r ve d i n t he pa r k ’ s e i ght r e s t a ur a nt s - -
e ve r y t hi ng f r om c ur r y t o noodl e s t o s us hi - - D i s ne y m a na ge r s a gr e e d t ha t a s pe c i f i c t y p e
of C hi ne s e ha m bur ge r be pr e pa r e d by a l oc a l c he f ( H ol s on, 2010, pa r a .3) . A c c or d i ng t o
H ol s on, D i s ne y a dde d 700 s e a t s t o pa r k di ni ng a r e a s w he n r e a l i z i ng t ha t C hi ne s e vi s i t or s
us ua l l y t a ke 10 m or e m i nut e s t o e a t t ha n A m e r i c a ns ( H ol s on, 2010, pa r a .5) . H ong K ong
D i s ne y l a nd ’ s m a na gi ng di r e c t or , B i l l E r ne s t , a dm i t t e d t ha t " D i s ne y i s ' s t i l l l e a r ni ng' a bout
C hi ne s e c ul t ur e " ( M a r t i n, 2011, p.21) .
I n a n e f f or t t o a voi d c ul t ur a l f r i c t i on t ha t i t e x pe r i e nc e d w he n E ur o D i s ne y ope ne d
i n F r a nc e , D i s ne y ha s t a ke n e f f or t s t o m a ke t hi s ne w pa r k r e f l e c t t he l oc a l c ul t ur e . T he
i nf l ue nc e of " F e ng s hui " , i n pa r t i c ul a r , i s e x t r e m e l y c r uc i a l i n t he A s i a n hos pi t a l i t y
i ndus t r y . I n F e ng s hui , t he l oc a t i on, i nt e r i or a nd e x t e r i or of t he bui l di ng a r e i m por t a nt
f a c t or s t o be c ons i de r e d. A s R os s ba c h s t a t e d t ha t t he C hi ne s e s e e " a l i nk be t w e e n
hum a ni t y a nd t he e a r t h w he r e by e ve r y t hi ng i s i nt e r - c onne c t e d a nd ne e ds t o be i n
ba l a nc e ." ( H ol s on, 2010, pa r a .4) I n m a ny c a s e s , t he C hi ne s e a t t r i but e bus i ne s s f a i l ur e t o
ba d F e ng s hui - - he nc e f e w da r e t o i g nor e i t . T he r e f or e , w e c oul d s e e t ha t D i s ne y t r i e d t o
m a ke t he bui l di ng s a nd ot he r s t r uc t ur e s bl e nd i nt o t he l a nds c a pe t o e ns ur e t ha t t he r e i s a
g ood f l ow of e ne r gy or “ qi .” ( H ol s on, 2010, pa r a .5) . T he f i ve e l e m e nt s of f e ng s hui
( w a t e r , w ood, f i r e , e a r t h a nd m e t a l ) w e r e i nc or por a t e d i nt o t he H ong K ong D i s ne y l a nd
de s i gn ( s e e F i gur e 2) .
38
F i gu r e F i gu r e F i gu r e F i gu r e 2: 2: 2: 2: T h e T h e T h e T h e F i ve F i ve F i ve F i ve E l e m e n t s E l e m e n t s E l e m e n t s E l e m e n t s of of of of “ “ “ “ F e n g F e n g F e n g F e n g s h u i s h u i s h u i s h u i ” ” ” ” an d an d an d an d H ow H ow H ow H ow T h e y T h e y T h e y T h e y I n t e r ac t I n t e r ac t I n t e r ac t I n t e r ac t ( " F i ve ( " F i ve ( " F i ve ( " F i ve E l e m e n t s E l e m e n t s E l e m e n t s E l e m e n t s
C yc l e C yc l e C yc l e C yc l e B al an c e " ) B al an c e " ) B al an c e " ) B al an c e " )
H ong K ong D i s ne y l a nd t r i e d a l l out t o pa y a c ut e a t t e nt i on t o t he c ul t ur a l t a boos
a nd ot he r de t a i l s t o a voi d m i s c om m uni c a t i ons a nd t ha t i s w hy w e c a n s e e F e ng s hui
pr a c t i c e s a r e s o pr e va l e nt a t H ong K ong D i s ne y l a nd. F or e x a m pl e , i nc e ns e w a s bur ne d
w he n t he c ons t r uc t i on of e a c h bui l di ng w a s c om pl e t e d, a nd one of t he m a i n ba l l r oom s i s
888 s qua r e m e t e r s i n s i z e , a s e i ght i s a n a us pi c i ous num be r i n C hi ne s e c ul t ur e , s i g ni f y i ng
g ood f or t une ( H ol s on, 2010, pa r a .2) . T he hot e l s a l s o s ki ppe d t he num be r f our w he n
num be r i ng of t he i r f l oor s be c a us e " f our " i n s ounds l i ke " de a t h" i n C a nt one s e a nd
M a nda r i n a nd i s c ons i de r e d unl uc ky , w hi l e one t he ot he r ha nd t he num be r e i ght i s
c ons i de r e d l uc ky a nd us e d e xt e ns i ve l y ( H ol s on, 2010, pa r a .3) . T he m a i n e nt r a nc e g a t e of
t he t he m e pa r k w a s " s hi f t e d 12 de gr e e s t o m a x i m i z e g ood e ne r gy f l ow " a nd " boul de r s
39
ha ve be e n a l s o pl a c e d t hr oughout t he t he m e pa r k t o r e pr e s e nt s t a bi l i t y . " ( H ol s on, 2010,
pa r a .3) I n a ddi t i on t o l uc ky num be r s a nd e ne r gy f l ow , t he C hi ne s e l ove t he c ol or r e d
be c a us e i t s y m bol i z e s pr os pe r i t y ; t ha t i s w hy i t i s s e e n t hr oughout t he t he m e pa r k
( M a t us i t z , 2009, p.15) . C hi ne s e t a boo a nd s upe r s t i t i on w e r e t a ke n i nt o c ons i de r a t i on s o
c ons um e r s w oul d f e e l a t e a s e a nd not of f e nde d a t a l l w he n e nj oy i ng t he i r t i m e a t t he pa r k.
H ong K ong D i s ne y l a nd i s t r ul y a m a r r i a ge of E a s t a nd W e s t . T hus f a r , t he ve nt ur e
ha s be e n c ons i de r e d s uc c e s s f ul w i t h t he a t t e nda nc e r e a c hi ng 5.9 m i l l i on ( Y ung, 2011,
pa r a .2) , w hi c h c oul d be a t t r i but e d t o t he f a c t t ha t D i s ne y ha s l ooke d t o t he pa s t t o s e c ur e
i t s f ut ur e . F r om i t s c om m uni c a t i ons e xpe r i e nc e s i n bot h T oky o a nd P a r i s , D i s ne y l e a r ne d
t o unde r s c or e t he pr i m a c y of l oc a l c ul t ur e i n a ny i nt e r na t i ona l publ i c r e l a t i ons
unde r t a ki ng. D i s ne y l e a r ne d t ha t , be c a us e of c ul t ur a l di f f e r e nc e s , w ha t w or ke d i n t he
U ni t e d S t a t e s m a y be t ot a l l y i ne f f e c t i ve i n t he J a pa n a nd e ve n of f e ns i ve i n H ong K ong.
H ong K ong D i s ne y l a nd i s t he s m a l l e s t of t he D i s ne y pa r ks be c a us e of t he l i m i t e d
s pa c e a va i l a bl e on t he i s l a nd ( M a t us i t z , 2009, p.1) . I n de ve l opi ng t he pa r k, D i s ne y
e x e c ut i ve s w e r e de t e r m i ne d t o m a ke t he m os t of t he l e s s ons t he y s houl d l e a r ne d a bout
c ul t ur a l c or r e c t ne s s f r om t he E ur o D i s ne y a nd T oky o D i s ne y e x pe r i e nc e . T he r e f or e , t he y
s pe c i f i c a l l y t ook c ul t ur a l c ons i de r a t i ons i nt o a c c ount w he n pl a nni ng t he c ons t r uc t i on,
ope r a t i ons , a nd m a r ke t i ng of t he pa r k, w hi c h l e a d t o w e l l - r e c e pt i on a nd ove r a l l s uc c e s s .
40
C h a p t e r C h a p t e r C h a p t e r C h a p t e r F i v e : F i v e : F i v e : F i v e : U p c o m i n g U p c o m i n g U p c o m i n g U p c o m i n g S h a n g h a i S h a n g h a i S h a n g h a i S h a n g h a i D i s n e y l a n d D i s n e y l a n d D i s n e y l a n d D i s n e y l a n d
S ha ng ha i D i s ne y l a nd i s a n upc om i ng t he m e pa r k r e s or t , w hi c h i s s c he dul e d t o ope n
i n D e c e m be r 2015 ( M a c D ona l d, 2011, pa r a .1) . T he s i t e i s s a i d t o c ove r 963 a c r e s i n
P udong , S ha ng ha i , w hi c h i s a ppr ox i m a t e l y 3 t i m e s t he s i z e of t he H ong K ong D i s ne y l a nd
R e s or t , a t a c os t of 24.5 bi l l i on y u a n ( U S $3.7 bi l l i on) f or t he ne w t he m e pa r k a nd a n
a ddi t i ona l 4.5 bi l l i on y u a n ( U S $0.7 bi l l i on) t o bui l d ot he r a s pe c t s of t he r e s or t
( M a c D ona l d, 2011, pa r a . 2) .
A s t he ope ni ng of S ha ng ha i D i s ne y l a nd dr a w s ne a r , D i s ne y i s e x pe c t e d t o us e s i m i l a r
e f f or t s t o boos t a w a r e ne s s of i t s c ha r a c t e r s a nd a t t r a c t i ons i n nor t he r n C hi na , w he r e m a ny
of t he pa r k ’ s vi s i t or s a r e e x pe c t e d t o ha i l f r om ( P a l a z z o, 2011, pa r a .1) . T he e xa m pl e s of
T he W a l t D i s ne y t he m e pa r ks i n di f f e r e nt pa r t s of t he w or l d pr ovi de bot h e x pe r i e nc e a nd
l e s s ons a s t o how S ha ng ha i c a n be t t e r a ddr e s s l oc a l de m a nds i n c om m uni c a t i ons a nd
i nc or por a t e m or e c ul t ur a l r e f e r e nc e s t o a ppe a l t o l oc a l s , a nd a r e s um m a r i z e d a s f ol l ow s :
1. 1. 1. 1. T o T o T o T o u n d e r s t an d u n d e r s t an d u n d e r s t an d u n d e r s t an d t h e t h e t h e t h e m ai n l an d m ai n l an d m ai n l an d m ai n l an d C h i n e s e C h i n e s e C h i n e s e C h i n e s e c on s u m e r s c on s u m e r s c on s u m e r s c on s u m e r s an d an d an d an d n e ve r n e ve r n e ve r n e ve r m ak e m ak e m ak e m ak e b u s i n e s s b u s i n e s s b u s i n e s s b u s i n e s s ( or ( or ( or ( or
c om m u n i c at i on s ) c om m u n i c at i on s ) c om m u n i c at i on s ) c om m u n i c at i on s ) d e c i s i on s d e c i s i on s d e c i s i on s d e c i s i on s m e r e l y m e r e l y m e r e l y m e r e l y b as e d b as e d b as e d b as e d on on on on as s u m p t i on s . as s u m p t i on s . as s u m p t i on s . as s u m p t i on s .
D ur i ng t he pr e - ope ni ng pe r i od, D i s ne y l a nd S ha ng ha i s houl d c a r e f ul l y s t udy t he
c ha ngi ng de m og r a phi c s a nd c ons um e r be ha vi our of m a i nl a nd C hi na m a r ke t a nd t he n
c a r r y out i t s c om m uni c a t i ons s t r a t e gi e s a c c or di ng l y . F r om t he c a s e of D i s ne y l a nd P a r i s ,
w e l e a r n t ha t s i m pl y c opy i ng t he ope r a t i on a nd c om m uni c a t i ons s t r a t e gi e s of pr e vi ous
41
D i s ne y t he m e pa r ks m a y not be a c c e pt a bl e . D i s ne y l a nd P a r i s j us t f ol l ow e d t he
c om m uni c a t i ons s t r a t e gi e s t ha t w e r e us e d f or T oky o D i s ne y , i g nor i ng t o t he f a c t t ha t
s om e F r e nc h a c t ua l l y vi e w e d D i s ne y t he m e pa r k a s A m e r i c a n c ul t ur a l i m pe r i a l i s m . I t
w a s t he l a c k of t he know l e dge of t he c ons um e r s a nd ha s t y a s s um pt i ons t ha t l e d t o t he
hug e c om m uni c a t i ons c r i s i s dur i ng t he ope ni ng of D i s ne y l a nd P a r i s .
T he upc om i ng S ha ng ha i D i s ne y R e s or t , t he f i r s t D i s ne y r e s or t i n m a i nl a nd C hi na , i s
t o be a pl a c e w he r e f r i e nds a nd f a m i l i e s c a n e s c a pe t og e t he r t o a w hol e ne w w or l d of
f a nt a s y , i m a g i na t i on, c r e a t i vi t y a nd a dve nt ur e . F or i t s t a r ge t a udi e nc e , a c c or di ng t o
B l oom be r g, D i s ne y i s " f oc us i ng on t he 330 m i l l i on pe opl e w ho l i ve w i t hi n a t hr e e - hour
dr i ve or t r a i n r i de of S ha ng ha i " ( P a l a z z o, 2011, pa r a .5) . W i t h i t s S ha ng ha i t he m e pa r k,
D i s ne y i s hopi ng t o t a ke a dva nt a ge of t he oppor t uni t y t ha t t he C hi ne s e e c onom y pr e s e nt s :
" …one of t he f a s t e s t g r ow i ng dur i ng t he 1990s a nd ( w a s ) e x pe c t e d t o e x pe r i e nc e
s i g ni f i c a nt g r ow t h w e l l i nt o t he ne w m i l l e nni um " ( L o pe z , 2011, p.43) . T o a voi d
c om m uni c a t i ons t hr e a t s a nd t a ke a dva nt a ge of t he c om m uni c a t i ons oppor t uni t i e s ,
S ha ng ha i D i s ne y s houl d e nde a vor t o c onduc t r e s e a r c h a bout i t s s t a ke hol de r s s o a s t o g e t
t hor ough know l e dge of t he l oc a l ( how t o g a i n t he f a vor of t he g ove r nm e nt ) , e c onom i c
( how t o a t t r a c t C hi ne s e vi s i t or s ) , s oc i a l a nd c ul t ur a l ( t he r e s t a ur a nt m e nu or C hi ne s e
a nnua l e ve nt s ) va l ue s . O nl y by f e a t ur i ng t hos e va l ue s i n c om m uni c a t i ons c a n S ha ng ha i
D i s ne y l a nd be m or e l oc a l i z e d t ha n ot he r D i s ne y pa r ks i n t he w or l d.
F or e x a m pl e , f r om a n e c onom i c a s pe c t , w e know t ha t a t l e a s t one - t hi r d of t he
na t i on’ s 1.2 bi l l i on pe opl e r e s i de i n C hi na ’ s r a pi dl y de ve l opi ng c oa s t a l r e gi on, t he
42
i ndus t r i a l he a r t l a nd of t he na t i on ( L o pe z , 2011, p.43) . W i t h t he na t i on’ s l a r ge s t a nd m os t
de ve l ope d popul a t i on c e nt e r s , S ha ng ha i i s t he pl a c e w he r e a n a w a ke ni ng a nd g r ow i ng
m i ddl e c l a s s l i ve s a nd w or ks . W i t h i nc om e l e ve l s a ppr oa c hi ng $1,000 pe r m ont h
( C ha ndr a & L i n, 2010, p.39) , C hi na ’ s m i ddl e c l a s s f a m i l i e s m i g ht be a pr i m e t a r ge t
a udi e nc e f or t he upc om i ng D i s ne y t he m e pa r k. A l s o, t he C hi ne s e ha ve a c ul t ur a l
di s pos i t i on t ow a r d pa m pe r i ng c hi l dr e n, w hi c h ha s be e n a c c e nt ua t e d by t he na t i on’ s one -
c hi l d pe r c oupl e pol i c y ( P a l a z z o, 2011, pa r a .3) . I t c oul d be a c om m uni c a t i ons oppor t uni t y
f or D i s ne y l a nd S ha ng ha i t o t a r ge t t he one - c hi l d f a m i l y by pr ovi di ng a n e xc i t i ng , hi g h
qua l i t y e xpe r i e nc e of a nd t o s pa r k i nt e r e s t i n a s e c ond vi s i t .
A not he r c ha ngi ng be ha vi or of m a i nl a nd C hi ne s e c ons um e r s t ha t D i s ne y c a n ne ve r
i g nor e i s t he ove r w he l m i ng i m pa c t of di g i t a l a nd s oc i a l m e di a . A c c or di ng t o a 2011
F or be s s ur ve y , 90% of m or e t ha n 300 C hi na - ba s e d s e ni or e x e c ut i ve s i ndi c a t e d t ha t
" di gi t a l a nd m obi l e m a r ke t i ng a r e a c r i t i c a l pa r t of t he m i x f or r e a c hi ng C hi ne s e
c ons um e r s , e s pe c i a l l y t he y o unge r a nd a f f l ue nt de m ogr a phi c " ( T hr a e nha r t , 2012, p.67) .
C hi ne s e c ons um e r s now a r e g r e a t l y i nc r e a s i ng t he us e of c om put e r s a nd m obi l e phone s
w he n doi ng r e s e a r c h a nd m a ki ng pur c ha s e s . T he D i g i t a l I n f l ue nc e I nde x f ur t he r s how s
t ha t 85% of C hi ne s e c ons um e r s vi e w t he i nt e r ne t a s t he m os t i nf l ue nt i a l c ha nne l , a nd
" C hi na 's m obi l e i nt e r ne t us e r s r e a c he d 318 m i l l i on by t he e nd of J une 2011" ( T hr a e nha r t ,
2012, p.69) . T he r e s ul t s w e r e a l s o pr ove d by t he a ut hor ’ s f oc us g r oup f i ndi ng s , w hi c h
s how e d t ha t , e s pe c i a l l y a m ong t he y o ung a dul t s , w or d- of - m out h a nd s ha r i ng vi a onl i ne
pe e r pl a t f or m pl a y a s i g ni f i c a nt r ol e i n t he i r de c i s i on- m a ki ng a nd pur c ha s i ng pr oc e s s e s .
G i ve n t hi s t r e nd, i n t a r ge t i ng t he m a i nl a nd C hi ne s e c ons um e r s , D i s ne y s houl d de f i ni t e l y
43
a dopt t he " go di g i t a l " s t r a t e gy a nd w e a ve i t i nt o t he c om m uni c a t i on c a pa bi l i t i e s . F or
i ns t a nc e , D i s ne y S ha ng ha i c oul d de ve l op a f ul l - f e a t ur e m obi l e a ppl i c a t i on t ha t c ove r s
i nf or m a t i on a bout t he t he m e pa r k, s uc h a s w a i t i ng t i m e f or e a c h a t t r a c t i on, pa c ka ge s a nd
g r oup- buy i ng de a l s . T he m obi l e a pp c oul d a l s o s uppor t pa y m e nt a nd booki ng a s w e l l a s
s ha r i ng pi c t ur e s a nd e x pe r i e nc e w i t h f r i e nds on s oc i a l m e di a , s uc h a s " R e nr e n" ( C hi na 's
e qui va l e nt of F a c e book) a nd W e i bo ( C hi na ' s e qui va l e nt of T w i t t e r ) . F ur t he r m or e , D i s ne y
c oul d of f e r s om e g i ve a w a y s t o f ul l y e nga ge c ons um e r s a nd dr i ve a ddi t i ona l s oc i a l m e di a
t r a f f i c . I t c oul d a l s o a l l ow m a i nl a nd C hi ne s e us e r s t o e a r n vi s i t i ng c oupons a nd D i s ne y
r e s t a ur a nt di s c ount s de pe ndi ng on t he i r c he c k- i n a c t i vi t i e s a nd e x pe r i e nc e / phot o s ha r i ng
w i t h f r i e nds .
2. 2. 2. 2. T o T o T o T o c r e at e c r e at e c r e at e c r e at e " e m ot i on al " e m ot i on al " e m ot i on al " e m ot i on al c on n e c t i on s " c on n e c t i on s " c on n e c t i on s " c on n e c t i on s " b y b y b y b y m ak i n g m ak i n g m ak i n g m ak i n g f u l l f u l l f u l l f u l l u s e u s e u s e u s e of of of of " D i s n e y " D i s n e y " D i s n e y " D i s n e y s yn e r gy" s yn e r gy" s yn e r gy" s yn e r gy" i n i n i n i n
i t s i t s i t s i t s c on s u m e r c on s u m e r c on s u m e r c on s u m e r c om m u n i c at i on s c om m u n i c at i on s c om m u n i c at i on s c om m u n i c at i on s an d an d an d an d c r os s - p r om ot i on c r os s - p r om ot i on c r os s - p r om ot i on c r os s - p r om ot i on ac t i vi t i e s ; ac t i vi t i e s ; ac t i vi t i e s ; ac t i vi t i e s ; b u i l d b u i l d b u i l d b u i l d or or or or s t r e n gt h e n s t r e n gt h e n s t r e n gt h e n s t r e n gt h e n
p ar t n e r s h i p s p ar t n e r s h i p s p ar t n e r s h i p s p ar t n e r s h i p s w i t h w i t h w i t h w i t h c r e d i b l e c r e d i b l e c r e d i b l e c r e d i b l e l oc al l oc al l oc al l oc al s t ak e h ol d e r s s t ak e h ol d e r s s t ak e h ol d e r s s t ak e h ol d e r s t h at t h at t h at t h at c on t r i b u t e c on t r i b u t e c on t r i b u t e c on t r i b u t e t o t o t o t o C h i n e s e C h i n e s e C h i n e s e C h i n e s e
d e ve l op m e n t d e ve l op m e n t d e ve l op m e n t d e ve l op m e n t n e e d s n e e d s n e e d s n e e d s an d an d an d an d goal s . goal s . goal s . goal s .
T he s uc c e s s f ul e x pe r i e nc e of D i s ne y t he m e pa r ks i n t he U ni t e d S t a t e s s how s us t he
pow e r of " s y n e r gy " . A s t he c om pa ny ha s g r ow n a nd e x pa nde d t o i nc l ude t he m e pa r ks ,
t e l e vi s i on pr ogr a m s a nd s por t s a c t i vi t i e s , m a r ke t i ng a nd pr om ot i on c oul d be w ove n i nt o
t he f a br i c of ne a r l y e ve r y a s pe c t of t he D i s ne y C om pa ny i n r a i s i ng c ons um e r s ’ a w a r e ne s s
of D i s ne y l a nd. H ow e ve r , t he D i s ne y pr oduc t s , s uc h a s t e l e vi s i on pr og r a m s a nd s por t s
a c t i vi t i e s , a r e not a s w e l l - de ve l ope d i n m a i nl a nd C hi na a s i n U ni t e d S t a t e s . T he r e f or e , t o
44
g a i n publ i c i t y f or t he g r a nd ope ni ng a nd pos t - ope ni ng e ve nt s , D i s ne y l a nd S ha ng ha i
s houl d c oope r a t e w i t h S M G , S ha ng ha i ’ s l a r ge s t br oa dc a s t i ng ne t w or k, t o br oa dc a s t a
s e r i e s of D i s ne y pr oduc t i ons . A l s o, pr ovi de d t ha t t he r e a r e a l r e a dy t w o D i s ne y l a nds i n
A s i a , D i s ne y l a nd S ha ng ha i c oul d t a ke a dva nt a ge of t he i r i nf l ue nc e t o do c r os s -
pr om ot i ons .
T o s pe c i f i c a l l y t a r ge t t he m a i nl a nd C hi na m a r ke t , f or i ns t a nc e , S ha ng ha i D i s ne y
c oul d i ni t i a t e a n a r r a y of pr om ot i ona l a c t i vi t i e s , i nc l udi ng a T V s e r i e s w i t h t he m os t
i nf l ue nt i a l c hi l dr e n's s how i n C hi na , " D r a gon C l ub," w hi c h i s br oa dc a s t i n m or e t ha n 200
c i t i e s a nd r e gi ons na t i onw i de ( P a l a z z o, 2011, pa r a .7) . M e a nw hi l e , t o t a r ge t y o ung a dul t s ,
i t c oul d a l s o s t r e ngt he ni ng i t s di g i t a l c a m pa i gn t o pr om ot e i t s t he m e pa r k a t t r a c t i ons , w i t h
e f f or t s i nc l udi ng e nga gi ng C hi na ' s m os t popul a r vi de o s i t e , Y ouku ( e qui va l e nt t o
Y ouT ube ) , a nd one w i t h C hi na ' s l a r ge s t t r a ve l s i t e s , C t r i p.
C r e a t i ve c ol l a bor a t i ons a nd c o- m a r ke t i ng s y n e r ge t i c c r e a t i ons c a n a l s o be l a unc he d
w i t h l oc a l l i f e s t y l e br a nds s uc h a s M e t e r s B onw e ( S ha ng ha i - ba s e d a ppa r e l br a nd) , J oy C i t y
( a m a j or s hoppi ng m a l l l oc a t e d i n a n a r e a of S ha ng ha i w i t h de ns e pe de s t r i a n t r a f f i c ) , a nd
F a m i l y M a r t ( a c ha i n s t or e w i t h ove r 50 s hops t hr oughout S ha ng ha i ) t o r e a c h t o g ue s t s i n
uni que w a y s . H e r e a r e a f e w w a y s i n w hi c h S ha ng ha i D i s ne y l a nd c oul d be pa r t ne r i ng
w i t h know n l oc a l br a nds a nd na t i ona l c om pa ni e s :
M e t e r s B onw e : S ha ng ha i - ba s e d a ppa r e l br a nd M e t e r s B onw e c a n l a unc h a D i s ne y - t he m e d
f a s hi on c ol l e c t i on a nd s om e of t he c ol l e c t i on c a n be a va i l a bl e e x c l us i ve l y a t S ha ng ha i
D i s ne y l a nd.
45
J oy C i t y : J oy C i t y i s a m a j or s hoppi ng m a l l popul a r w i t h y o ung a dul t s a nd m i ddl e - c l a s s
f a m i l i e s . D i s ne y S ha ng ha i c oul d pa r t ne r w i t h J oy C i t y t o pr e s e nt t he l a unc h of t he t he m e
pa r k w i t h va r i ous c os t um e d c ha r a c t e r s f r om D i s ne y c a r t oons , i nvi t i ng s hoppe r s a nd
t our i s t s t o vi s i t t he pa r k.
F a m i l y M a r t : D i s ne y c oul d pa r t ne r w i t h t he c ha i n s t or e w i t h i t s ove r 50 br a nc he s t o
l a unc h t he m a r ke t i ng c a m pa i gn w i t h T V c om m e r c i a l s a nd pr i nt a dve r t i s e m e nt f l y e r s ,
of f e r i ng s hoppe r s a c ha nc e t o g e t f r e e D i s ne y l a nd t i c ke t s w i t h pur c ha s e s i n t he s t or e .
3. 3. 3. 3. T h e T h e T h e T h e c l as h c l as h c l as h c l as h b e t w e e n b e t w e e n b e t w e e n b e t w e e n D i s n e y D i s n e y D i s n e y D i s n e y c u l t u r e c u l t u r e c u l t u r e c u l t u r e an d an d an d an d l oc al l oc al l oc al l oc al c u l t u r e c u l t u r e c u l t u r e c u l t u r e i s i s i s i s u n avoi d ab l e , u n avoi d ab l e , u n avoi d ab l e , u n avoi d ab l e , w h i c h w h i c h w h i c h w h i c h
r e i n f or c e s r e i n f or c e s r e i n f or c e s r e i n f or c e s t h at t h at t h at t h at t h e t h e t h e t h e c om p an y c om p an y c om p an y c om p an y h as h as h as h as t o t o t o t o b e b e b e b e w e l l w e l l w e l l w e l l p r e p ar e d p r e p ar e d p r e p ar e d p r e p ar e d an d an d an d an d t ak e t ak e t ak e t ak e p ai n s p ai n s p ai n s p ai n s t o t o t o t o r e c on c i l e r e c on c i l e r e c on c i l e r e c on c i l e
var i ou s var i ou s var i ou s var i ou s p r ob l e m s p r ob l e m s p r ob l e m s p r ob l e m s t o t o t o t o k e e p k e e p k e e p k e e p t h e t h e t h e t h e m u l t i n at i on al m u l t i n at i on al m u l t i n at i on al m u l t i n at i on al au d i e n c e au d i e n c e au d i e n c e au d i e n c e e n gage d . e n gage d . e n gage d . e n gage d .
- L a ngua ge I s s ue
A s di s c us s e d i n t he pr e vi ous c ha pt e r , t ha t t he H ong K ong t he m e pa r k i s w e l c om i ng
a t l e a s t a t hi r d of i t s vi s i t or s f r om t he m a i nl a nd a nnua l l y . T he r e f or e , how H ong K ong
D i s ne y l a nd s uc c e s s f ul l y de a l t w i t h t he l a ng ua ge i s s ue pr ovi de s t he S ha ng ha i pa r k w i t h a
g ood e x a m pl e . H ong K ong D i s ne y l a nd c a s t m e m be r s s pe a k bot h E ng l i s h a nd l oc a l
di a l e c t s . I n H ong K ong, one of t he of f i c i a l di a l e c t s i s C a nt one s e , how e ve r , i n m a i nl a nd
C hi na , i t i s P ut ong hua ( a l s o know n a s S t a nda r d M a nda r i n or S t a nda r d C hi ne s e ) .
M or e ove r , s i m pl i f i e d C hi ne s e c ha r a c t e r s a r e w i de l y us e d i n m a i nl a nd C hi na w hi l e
t r a di t i ona l C hi ne s e c ha r a c t e r s a r e a dopt e d onl y i n l i m i t e d a r e a s , s uc h a s H ong K ong a nd
T a i w a n ( C ha ndr a & L i n, 2010, p.40) . T he r e f or e , t he r e w oul d be a pr e dom i na nt l y hi g h
46
de m a nd of br oc hur e s a nd m a ps pr i nt e d i n s i m pl i f i e d C hi ne s e c ha r a c t e r s a m ong a l l ot he r
l a ngua ge s . A l s o, i t i s ve r y i m por t a nt t o not e t ha t unl i ke t he H ong K ong c ons um e r s , t he
g e ne r a t i ons of m a i nl a nd C hi ne s e c ons um e r s a r e w i t h l i m i t e d know l e dge w i t h D i s ne y
s t or i e s a nd c ha r a c t e r s , t hus I hi g hl y r e c om m e nd t he t he m e pa r k t o pr oduc e g ui de s
de s c r i bi ng a t t r a c t i ons l i ke r i de s a nd s how s t o e l e va t e t he e x pe r i e nc e of t he f i r s t - t i m e
c ons um e r s .
- I d e ol ogy a nd T r a di t i ons
T he g r e a t e s t a nd m os t s i g ni f i c a nt l e s s ons f r om pr e vi ous t he m e pa r ks t ha t S ha ng ha i
D i s ne y m a na ge r s s houl d a l w a y s ke e p i n m i nd r e l a t e t o t he c ul t ur a l di f f e r e nc e s . F r om
D i s ne y l a nd P a r i s a nd D i s ne y l a nd T oky o , w e l e a r ne d t ha t c ul t ur e i s s om e t hi ng s o s ubt l e
a nd c r uc i a l t ha t ha s t o be de a l t w i t h a c ut e a t t e nt i on. J a pa ne s e c ons um e r s ha ve be e n f ound
t o hi g hl y pr a i s e t he A m e r i c a n c ul t ur e e ve n t houg h i t i s ve r y di f f e r e nt f r om t he i r ow n.
D i f f e r e nt c ul t ur e i s hi g hl y a t t r a c t i ve t o J a pa ne s e pe opl e . H ow e ve r , unl i ke J a pa n, a l t houg h
F r e nc h c ul t ur e be a r s m a ny s i m i l a r i t i e s w i t h A m e r i c a ’ s , t he F r e nc h a r e pr oud of t he i r ow n
c ul t ur e , l a ng ua ge , hi s t or y , a nd c ount r y . B e s i de s , hi s t or i c a l l y , t he F r e nc h ha ve s uc h a
s t r ong s e ns e of na t i ona l pr i de t ha t a c c e pt a nc e of U .S . pr oduc t s i s not a s hi g h. I n pl a nni ng
i t s P a r i s t he m e pa r k, D i s ne y i g nor e d t he f a c t t ha t t he F r e nc h m i g ht r e s i s t a nd e ve n r e j e c t
A m e r i c a n c ul t ur e . D i s ne y l a nd P a r i s ne ve r t houg ht t ha t t he i r c ons um e r s w oul d s e e D i s ne y
a s a ki nd of c ul t ur a l i m pe r i a l i s m i n E ur ope . A s f or D i s ne y l a nd S ha ng ha i , D i s ne y
m a na ge r s m us t l e a r n f r om t he pa i nf ul l e s s ons t o pa y a c ut e a t t e nt i on, not ove r - opt i m i z e
t he out c om e s a nd ne ve r i g nor e c ul t ur a l di f f e r e nc e s .
47
A f t e r t he g r a nd ope ni ng of t he pa r k, S ha ng ha i D i s ne y l a nd s houl d ha ve e s t a bl i s he d
s e ve r a l c om m uni c a t i on c ha nne l s t o he l p c us t om e r obt a i n i nf or m a t i on t o di s pe l t he
pos s i bl e s ke pt i c i s m ( of c ons i de r i ng D i s ne y S ha ng ha i a s a ki nd of c ul t ur a l i m pe r i a l i s m .)
F or e x a m pl e , S ha ng ha i D i s ne y l a nd c oul d c oope r a t e w i t h t he T our i s m C om m i s s i on a nd
T r a ns por t D e pa r t m e nt t o di s t r i but e i t s m e s s a ge s t o t he c ons um e r s . T e l e phone i nqui r y
l i ne s s houl d a l s o be pr ovi de d i m m e di a t e l y a f t e r i t s ope ni ng. T o di s pe l pos s i bl e s ke pt i c i s m
t ow a r d t he pa r k, D i s ne y s houl d t r y t o a s s ur e t he publ i c t ha t t he S ha ng ha i D i s ne y l a nd w i l l
be l oc a l i z e d w i t h m a ny C hi ne s e c ul t ur a l f a c t or s t o s how t he r e s pe c t a nd a ppr e c i a t i on of
t he l oc a l c ul t ur e .
- P ubl i c H ol i da y s
T he r e a r e s e ve n of f i c i a l publ i c hol i da y s i n M a i nl a nd C hi na , na m e l y : t he N e w Y e a r
H ol i da y , t he S pr i ng F e s t i va l ( C hi ne s e N e w Y e a r ) , t he Q i ng m i ng F e s t i va l H ol i da y ( T om b
S w e e pi ng D a y ) , t he M a y D a y H ol i da y ( L a bor D a y ) , t he D r a gon B oa t F e s t i va l H ol i da y ,
t he M i d- A ut um n F e s t i va l H ol i da y a nd t he N a t i ona l D a y H ol i da y ( " H ol i da y s i n C hi na ,"
2012, pa r a .3 ) . A m ong a l l t he s e ve n hol i da y s , S pr i ng F e s t i va l a nd N a t i ona l D a y H ol i da y
a r e t he t w o m os t c e l e br a t e d bi - a nnua l 7- da y na t i ona l hol i da y , t hus a r e ni c kna m e d a s t he
" G ol de n W e e k" hol i da y s . E a c h y e a r , m a i nl a nd C hi ne s e c ons um e r s a r e e nt hus i a s t i c a bout
vi s i t i ng t he pl a c e s of i nt e r e s t hom e a nd a br oa d w i t hi n t he s e t w o " G ol de n W e e k" hol i da y .
S t a t i s t i c s i s s ue d by t he N a t i ona l H ol i da y O f f i c e t hi s y e a r s how e d t ha t 119 r e s or t s
t hr oughout t he c ount r y r e c e i ve d m or e t ha n 4.27 m i l l i on t our i s t s dur i ng t he f i r s t f our da y s
of t he G ol de n W e e k, a 19 pe r c e nt i nc r e a s e on l a s t y e a r ( H e , 2012, pa r a .3 ) . T he r e f or e ,
48
D i s ne y S ha ng ha i s houl d t a ke a dva nt a ge of t hi s pa r t i c ul a r t i m i ng t o t a r ge t c ons um e r s . F or
e x a m pl e , s om e C hi ne s e t r a di t i ona l e ve nt s c oul d be f e a t ur e d t ha t i s e x c l us i ve l y i n
S ha ng ha i D i s ne y l a nd dur i ng t he t w o " N a t i ona l G ol de n W e e k" hol i da y s .
- F ood P r e f e r e nc e
F r om t he c a s e of D i s ne y l a nd P a r i s w e l e a ne d how g r e a t t he c os t w oul d be i f f ood
pr e f e r e nc e s of t he l oc a l c us t om e r s g oe s i g nor e d. I n t he m a t t e r of t he f ood s e r ve d, H ong
K ong D i s ne y l a nd s e t us a g ood e x a m pl e , e s pe c i a l l y w he n t he e a t i ng ha bi t s a nd f ood
pr e f e r e nc e of t he D i s ne y l a nd S ha ng ha i c ons um e r s s ha r e a l ot of s i m i l a r i t i e s w i t h t he i r
c ount e r pa r t s i n H ong K ong. B e s i de s s e r vi ng W e s t e r n f ood s uc h a s hot dog s , ha m bur ge r s
a nd c ot t on c a ndy , D i s ne y l a nd S ha ng ha i s houl d t r y t o m a ke a dj us t m e nt s t o l oc a l f ood
pr e f e r e nc e s by pr ovi di ng C hi ne s e f ood a nd l oc a l de l i c a c i e s , s uc h a s S ha ng ha i s t e a m e d
buns a nd w ont on. I n a ddi t i on, e a t i ng ha bi t s de t e r m i ne t ha t C hi ne s e vi s i t or s us ua l l y t a ke
10 m or e m i nut e s t o e a t t ha n A m e r i c a ns w ho e a s t f a s t f ood ( M a r t i n, 2010, p.23) .
T he r e f or e , t o pr e ve nt t he t i m i ng a nd l og i s t i c c r i s i s f r om ha ppe ni ng, t he c om pa ny s houl d
a dd m or e s e a t s t o pa r k di ni ng a r e a s .
49
4. 4. 4. 4. D u r i n g D u r i n g D u r i n g D u r i n g op e r at i on , op e r at i on , op e r at i on , op e r at i on , D i s n e yl an d D i s n e yl an d D i s n e yl an d D i s n e yl an d S h an gh ai S h an gh ai S h an gh ai S h an gh ai s h ou l d s h ou l d s h ou l d s h ou l d c on t i n u e c on t i n u e c on t i n u e c on t i n u e t o t o t o t o m ak e m ak e m ak e m ak e ad j u s t m e n t s ad j u s t m e n t s ad j u s t m e n t s ad j u s t m e n t s
an d an d an d an d c h an ge s c h an ge s c h an ge s c h an ge s t o t o t o t o m e e t m e e t m e e t m e e t t h e t h e t h e t h e n e e d s n e e d s n e e d s n e e d s of of of of t h e t h e t h e t h e c on s u m e r s , c on s u m e r s , c on s u m e r s , c on s u m e r s , s u c h s u c h s u c h s u c h as as as as i n c or p or at i n g i n c or p or at i n g i n c or p or at i n g i n c or p or at i n g t h e t h e t h e t h e
ad ap t at i on s ad ap t at i on s ad ap t at i on s ad ap t at i on s of of of of l oc al l oc al l oc al l oc al c u l t u r e c u l t u r e c u l t u r e c u l t u r e as as as as w e l l w e l l w e l l w e l l as as as as f u r t h e r f u r t h e r f u r t h e r f u r t h e r e m p h as i z i n g e m p h as i z i n g e m p h as i z i n g e m p h as i z i n g t h e t h e t h e t h e C h i n e s e C h i n e s e C h i n e s e C h i n e s e h e r i t age h e r i t age h e r i t age h e r i t age of of of of
m an y m an y m an y m an y of of of of D i s n e y' s D i s n e y' s D i s n e y' s D i s n e y' s c h ar ac t e r s c h ar ac t e r s c h ar ac t e r s c h ar ac t e r s an d an d an d an d s t or yl i n e s . s t or yl i n e s . s t or yl i n e s . s t or yl i n e s .
D i s ne y l a nd i n P a r i s , T oky o a nd H ong K ong a r e t he e x a m pl e s f or t he upc om i ng
D i s ne y l a nd S ha ng ha i a s how t o bl e nd i n w i t h l oc a l s i n c om m uni c a t i ons pr a c t i c e s . I n t he
c a s e of D i s ne y l a nd P a r i s , a c know l e dgi ng t ha t F r e nc h c ul t ur e ha s i t s ow n l ova bl e c a r t oon
c ha r a c t e r s , i t e s t a bl i s he d a t he m e pa r k f or A s t é r i x, t he he l m e t e d, pi nt - s i z e d G a l l i c w a r r i or
f r om t he popul a r F r e nc h c om i c s t r i p ( A nt hony , 1992, p.71) . A l s o, t he r e nova t i on de s i g n
of t he pa r k i nc or por a t e d m a ny a da pt a t i ons of F r e nc h a nd E ur ope a n c ul t ur e . A s f or T oky o
D i s ne y l a nd, i t f ol l ow s t he J a pa ne s e t r a di t i ons a nd c e l e br a t e s t he t r a di t i ona l J a pa ne s e
T a na ba t a F e s t i va l e ve r y s um m e r t o e ng a ge t he l oc a l c ons um e r s ( H a y e s , 1999, p.23) .
H ong K ong D i s ne y l a nd pa i d a t t e nt i on t o t he l oc a l c ul t ur a l he r i t a ge of " F e ng s hui " w he n
pl a nni ng t he c ons t r uc t i on, ope r a t i ons , a nd m a r ke t i ng of t he pa r k, w hi c h l e a d t o w e l l -
r e c e pt i on a nd ove r a l l s uc c e s s . D i s ne y S ha ng ha i , i n a s i m i l a r ve i n, c oul d m a ke e f f or t s t o
be t t e r c a t e r t o t he l oc a l c ons um e r s w i t h a ddi ng l oc a l a t t r a c t i ons a nd e nt e r t a i nm e nt
of f e r i ngs . F or e x a m pl e , he t r a di t i ona l C hi ne s e f e s t i va l s s uc h a s C hi ne s e N e w Y e a r a nd
L u na r F e s t i va l ( m i d- A ut um n) c a n be f ur t he r de ve l ope d a s s pe c i a l c a m pa i gns . T hos e
t r a di t i ona l C hi ne s e f e s t i va l s c a n be he l d i n t he be a ut i f ul l y de c or a t e d pa r k a nd c e l e br a t e d
w i t h f i r e w or ks e x t r a va ga nz a s .
50
T he pa r k c a n a l s o i nc l ude s om e of t he m os t l ove d a nd popul a r c ha r a c t e r s a m ong
m a i nl a nd C hi ne s e c hi l dr e n, s uc h a s M ul a n, t he f e a r l e s s w a r r i or of C hi ne s e l e ge nd, a nd
M us hu t he l uc ky dr a gon of M ul a n. F ur t he r m or e , t o f ur t he r a t t r a c t t he l oc a l c ons um e r s ,
S ha ng ha i D i s ne y l a nd s houl d e nga ge opi ni on l e a de r s a nd pur s ue c e l e br i t y e ndor s e m e nt s .
B e i ng t he hi g h g l or y a m ba s s a dor f or H ong K ong D i s ne y l a nd f r om 2005 t o pr e s e nt , J a c ky
C he ung ha s he l pe d t he pa r k t o e nga ge l oc a l a nd i nt e r na t i ona l a udi e nc e s ( Y u, 2009,
pa r a .5) . G i ve n t he f i ndi ng s f r om t he a ut hor ’ s f oc us g r oup, ove r 80% of y o ung a dul t s f r om
m a i nl a nd C hi na a c know l e dge d t ha t opi ni on l e a de r s a r e a n i m por t a nt s our c e of
i nf or m a t i on i n a ddi t i on t o m e di a a nd pe e r s . O pi ni on l e a de r e nga ge m e nt a c t ua l l y c r e a t e s
oppor t uni t i e s i n t e r m s of e nha nc i ng D i s ne y S ha ng ha i ’ s c r e di bi l i t y , c l os e ne s s t o t he br a nd
a nd c r e a t i vi t y . O n t he ot he r ha nd, how e ve r , i t c r e a t e s s om e c ha l l e nge s f or D i s ne y , s i nc e
ne w opi ni on l e a de r s m a y be ha r d t o i de nt i f y . T o t a r ge t t he ne w opi ni on l e a de r , D i s ne y
S ha ng ha i s houl d c a r e f ul l y s t udy t he i r t a r ge t c ons um e r s ' c om m uni c a t i on pa t t e r ns . A s f or
t he pa r k i n S ha ng ha i , I s ug ge s t D i s ne y c hoos e Y a o M i ng , t he w or l d- f a m ous S ha ng ha i -
bor n ba s ke t ba l l s t a r w ho e nj oy s hi g h popul a r i t y a m ong m a i nl a nd C hi na , t o be i t s
a m ba s s a dor t o pa r t i c i pa t e i n t he m a r ke t i ng e ve nt s or ga ni z e d by D i s ne y i n t he ne a r f ut ur e
t o he l p c onne c t t he pa r k w i t h l oc a l a udi e nc e s .
51
5. 5. 5. 5. T o T o T o T o e f f e c t i ve l y e f f e c t i ve l y e f f e c t i ve l y e f f e c t i ve l y ad d r e s s ad d r e s s ad d r e s s ad d r e s s t h e t h e t h e t h e c om m u n i c at i on c om m u n i c at i on c om m u n i c at i on c om m u n i c at i on b e t w e e n b e t w e e n b e t w e e n b e t w e e n t h e t h e t h e t h e e m p l oye e s e m p l oye e s e m p l oye e s e m p l oye e s w i t h w i t h w i t h w i t h t h e t h e t h e t h e
or gan i z at i on ' s or gan i z at i on ' s or gan i z at i on ' s or gan i z at i on ' s c u l t u r e c u l t u r e c u l t u r e c u l t u r e an d an d an d an d p ol i c i e s ; p ol i c i e s ; p ol i c i e s ; p ol i c i e s ; T o T o T o T o s at i s f y s at i s f y s at i s f y s at i s f y c on s u m e r s ' c on s u m e r s ' c on s u m e r s ' c on s u m e r s ' s e r vi c e s e r vi c e s e r vi c e s e r vi c e e xp e c t at i on s e xp e c t at i on s e xp e c t at i on s e xp e c t at i on s b y b y b y b y
d e l i ve r i n g d e l i ve r i n g d e l i ve r i n g d e l i ve r i n g t h e t h e t h e t h e c on s i s t e n t c on s i s t e n t c on s i s t e n t c on s i s t e n t c or p or at e c or p or at e c or p or at e c or p or at e m e s s age s m e s s age s m e s s age s m e s s age s an d an d an d an d p r om i s e s . p r om i s e s . p r om i s e s . p r om i s e s .
I t i s vi t a l t o e s t a bl i s h a s t r ong i nt e r na l c om m uni c a t i on, be c a us e onl y by f i r s t m e e t i ng
t he ne e ds of t he e m pl oy e e s , t he or ga ni z a t i on c a n t he n m ot i va t e a nd boos t t he e m pl oy e e s ’
pe r f or m a nc e t o de l i ve r g ood s e r vi c e a nd c ons i s t e nt c or por a t e pr om i s e s t o c ons um e r s . T he
e m pl oy e e s a t a l l l e ve l s a r e a c t ua l l y a l l r e s pons i bl e f or de l i ve r i ng t he c om m uni c a t i on
m e s s a ge , s om e t hi ng D i s ne y a s a c om pa ny ha s a l w a y s a c know l e dge d by c a l l i ng i t s
e m pl oy e e s “ c a s t m e m be r s .” T he y not onl y g i ve t he " i ni t i a t i ve m e s s a ge " , f or e x a m pl e , w hy
t he y a r e w or ki ng he r e a t D i s ne y l a nd, but i nc l ude t he " vi s i on a nd va l ue s " , how D i s ne y
ope r a t e s a nd t he i de a of " s m i l i ng f a c t or y " , a nd t he m i s s i on, w hy D i s ne y e m pl oy e e s ha ve
t o s e r ve c us t om e r s w i t h a s m i l e ( D oor l e y & G a r c i a , 2006, p.137) . I f S ha ng ha i D i s ne y
c oul d g i ve s t r ong a nd c l e a r m e s s a ge s a bout i t s c ul t ur e pr i or t o ope ni ng, i t c oul d he l p
pr e ve nt e m pl oy e e s f r om f e e l i ng c onf us e d a bout di f f e r e nc e s be t w e e n t he i r ow n c ul t ur a l
ba c kgr ound a nd D i s ne y ’ s or ga ni z a t i ona l c ul t ur e . G ood i nt e r na l c om m uni c a t i on a bout t he
or ga ni z a t i on’ s c ul t ur e a nd pol i c i e s e ns ur e s c ons i s t e nt de l i ve r y of c or por a t e m e s s a ge s a nd
pr om i s e s t o c ons um e r s .
F r om t he c a s e of D i s ne y l a nd P a r i s , w e s e e t he r e w e r e e m pl oy e e s c om pl a i ni ng a bout
t he i r w or kpl a c e c ondi t i ons dur i ng t he ope r a t i on, w hi c h l a t e r r e s ul t e d i n s om e
c om m uni c a t i ons c r i s e s . S ha ng ha i D i s ne y l a nd s houl d dr a w a t t e nt i on t o i t s i nf l ue nc e on
e nvi r onm e nt a l a nd w or ke r s ’ r i g ht s . I t s houl d a l w a y s ha ve c r i s i s m a na ge m e nt pl a ns a t
52
ha nd f or r e f e r e nc e i n c a s e s om e t hi ng une xpe c t e d ha ppe ne d. S uc h c om m uni c a t i on
pl a nni ng f or i s s ue s m a na ge m e nt c oul d ne ut r a l i z e or m i ni m i z e t he i m pa c t on S ha ng ha i
D i s ne y’ s publ i c i m a g e . I f s om e t hi ng une xpe c t e d ha ppe ns , D i s ne y s houl d a l w a y s m a ke
s ur e t he c om pa ny ha s t he r i ght pe opl e w i t h t he r i g ht r e s our c e s , know l e dge ba s e a nd t ool s
t o m a na ge i s s ue s a nd a ny c r i s e s . I t c oul d be be t t e r i f t he or ga ni z a t i on c hos e t o f a c e up t o
a ny c r i s i s a nd t o t r y t o a ddr e s s s uc h i s s ue i n t he f i r s t pl a c e r a t he r t ha n t r y t o de f e nd a nd
g o " be a t a r ound t he bus h" .
53
C o n c l u s i o n C o n c l u s i o n C o n c l u s i o n C o n c l u s i o n
W he n W a l t D i s ne y ope ne d D i s ne y l a nd i n 1955, he not onl y l e d hi s c om pa ny i n a
ne w di r e c t i on, but a l s o c ha nge d t he l a nds c a pe of t he a m us e m e nt pa r k bus i ne s s . S i nc e
t he n, t he D i s ne y c om pa ny ha s ope ne d m or e t he m e pa r ks i n t he U ni t e d S t a t e s , A s i a , a nd
E ur ope , w hi c h ha ve a t t r a c t e d m i l l i ons of vi s i t or s e ve r y y e a r . W hi l e s om e of t he s e pa r ks
ha ve be c om e s t e a dy m one y m a ke r s , ot he r s ha ve pr ove n t o be f i na nc i a l l y c ha l l e ngi ng f or
t he c om pa ny .
W i t h t he a ppr oa c hi ng l a unc h da t e of D i s ne y l a nd S ha ng ha i , i t i s g ood t i m e t o
a s s e s s how t he c om pa ny ’ s c or por a t e pr a c t i c e s t r a ns f e r r e d a c r os s c ul t ur e s . D i s ne y ha s a
s t r ong c or por a t e c ul t ur e t ha t i t ha s de ve l ope d ove r t he pa s t 50 y e a r s of t he m e pa r k
ope r a t i on. T hi s c ul t ur e i s hi g hl y e f f e c t i ve i n c r e a t i ng a s us t a i na bl e bus i ne s s i n t he U ni t e d
S t a t e s , t he na t i on i n w hi c h i t w a s f ounde d. W he n t r a ns f e r r e d t o t he f or e i gn c ul t ur e s of
J a pa n a nd F r a nc e , t he bus i ne s s pr a c t i c e s t ha t a r e e m be dde d i n t hi s c ul t ur e pr oduc e
va r i a bl e r e s ul t s .
D ur i ng i t s e a r l y da y s of i nt e r na t i ona l e x pa ns i on D i s ne y m a de t he m i s t a ke s t ha t
m a ny t r a ns - na t i ona l c om pa ni e s ha ve m a de : t o m a ke a s s um pt i ons a bout t he t r a ns f e r a bi l i t y
of t he i r m a na ge m e nt a nd c om m uni c a t i ons m ode l s , w hi c h f r e que nt l y f a i l e d t o t a ke
c ul t ur a l di f f e r e nc e s i nt o c ons i de r a t i on. D i s ne y l a nd P a r i s i s a n e x a m pl e of t he
c ons e que nc e s of s uc h a n a ppr oa c h. N o m a t t e r how bi g a nd t he s uc c e s s f ul t he
or ga ni z a t i on i s , i t i s doom e d t o be a f a i l ur e i f l a c k of c ul t ur a l s e ns i t i vi t y a nd e f f e c t i ve
54
c om m uni c a t i ons s t r a t e gy . I t w oul d r e s ul t e d i n a g r e a t l os s of t i m e , m one y a nd r e put a t i on
f or w hi c h no c or por a t e i s a bl e t o a f f or d t he c os t .
M y r e c om m e nda t i on t o a m ul t i na t i ona l c om pa ny s uc h a s D i s ne y , w hi c h i s
c ont i nui ng t o pur s ue i nt e r na t i ona l e x pa ns i on, i s not t o t a ke a one - s i z e - f i t s - a l l vi e w of
c om m uni c a t i ons pr a c t i c e s . I n s t e a d, i t s houl d l ook a t t he c ul t ur e of t he c ount r y i nt o w hi c h
i t i s m ovi ng , a nd de ve l op a c om pr om i s e be t w e e n c or por a t e c ul t ur e a nd na t i ona l c ul t ur e .
T ha t i s w ha t ha s m a de D i s ne y a s uc c e s s i n t he U ni t e d S t a t e s a nd J a pa n. I n t he U ni t e d
S t a t e s , c ul t ur a l di f f e r e nc e s be t w e e n t he bus i ne s s a nd na t i on c r e a t e d a be t t e r t ha n a ve r a ge
c om pa ny . I n J a pa n, t he c om pr om i s e ha s c r e a t e d a uni que l y A m e r i c a n e x pe r i e nc e , w hi l e
s t i l l m e e t i ng t he ne e ds of e m pl oy e e s a nd c us t om e r s . I n F r a nc e , t he f a i l ur e t o c om pr om i s e
e a r l y c r e a t e d a n i m pr e s s i on of a r r oga nc e a nd l ow e r - t ha n- a nt i c i pa t e d a t t e nda nc e l e ve l s
t ha t punc t ua t e d t he f i r s t t w o y e a r s of t he pa r k's e x i s t e nc e . I n c onc l us i on, w he t he r a
c om pa ny s uc c e e ds i n e x pa ndi ng i nt e r na t i ona l l y de pe nds on how w e l l f or e i gn a udi e nc e s
a nd c us t om e r s w i l l unde r s t a nd a nd a c c e pt i t s bus i ne s s pr a c t i c e s a nd c ul t ur a l a ppr oa c h,
w hi c h r e qui r e s e f f e c t i ve c om m uni c a t i ons a nd r e a l r e s pe c t f or t he l oc a l c ul t ur e s .
55
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( 2008 , N ove m be r 10) . O l c J apan. R e t r i e ve d f r om ht t p: / / w w w .ol c .c o.j p/ w pm u/ w p-
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hong - kong- di s ne y - us a t _x .ht m
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kong - di s ne y l a nd
59
A p p e n d i x : A p p e n d i x : A p p e n d i x : A p p e n d i x : R e s e a r c h R e s e a r c h R e s e a r c h R e s e a r c h M e t h o d s M e t h o d s M e t h o d s M e t h o d s O v e r v i e w O v e r v i e w O v e r v i e w O v e r v i e w
� � � � P e r s on al P e r s on al P e r s on al P e r s on al I n t e r vi e w s I n t e r vi e w s I n t e r vi e w s I n t e r vi e w s
T w o P e r s ona l i nt e r vi e w s
- P hone i nt e r vi e w w i t h P r of . Y ouf u W u, D e put y C ha i r of S ha ng ha i P ubl i c R e l a t i ons
A s s oc i a t i on, on D e c . 12, 2011
- P hone i nt e r vi e w w i t h P r of . Y ua nz he n, X i a o, S e c r e t a r y G e ne r a l of S ha ng ha i E c onom i c
R e s e a r c h C e nt e r , on D e c .15, 2011
� � � � I n t e r vi e w I n t e r vi e w I n t e r vi e w I n t e r vi e w Q u e s t i on s Q u e s t i on s Q u e s t i on s Q u e s t i on s
- - - - N ow t ha t S ha ng ha i D i s ne y t he m e pa r k i s i n c ons t r uc t i on a nd do y o u hol d opt i m i s t i c
vi e w on i t s pr os pe c t ?
- W ha t a r e t he m a j or c ha l l e nge s D i s ne y m i g ht ha ve ? W ha t a r e t he m a j or c ha l l e nge s i n t he
a s pe c t of c om m uni c a t i ons ?
- W hi c h D i s ne y t he m e pa r k i s t he one y o u t hi nk m os t s uc c e s s f ul ? W hy ?
- W hi c h D i s ne y t he m e pa r k i s t he one y o u t hi nk m os t uns uc c e s s f ul ? W hy ?
- C a n D i s ne y l a nd S ha ng ha i dr a w a ny l e s s ons f r om D i s ne y 's pr e vi ous i nt e r na t i ona l
e x pa ns i on? W ha t e x a c t l y a r e t he y ?
- D o y o u ha ve a ny s pe c i f i c r e c om m e nda t i ons or s ug ge s t i ons f or t he upc om i ng S ha ng ha i
D i s ne y l a nd?
60
� � � � F oc u s F oc u s F oc u s F oc u s G r ou p G r ou p G r ou p G r ou p
- T w o r ounds of f oc us g r oup
- D a t e : J a n.25, 2012,
- L o c a t i on: 2627 M a gnol i a A ve nue , L o s A nge l e s , 90007
� � � � D e m ogr ap h i c s D e m ogr ap h i c s D e m ogr ap h i c s D e m ogr ap h i c s
E i g ht pe opl e pa r t i c i pa t e d i n t he f oc us g r oups . O f t hi s num be r , 75 pe r c e nt w e r e f e m a l e
a nd 25 pe r c e nt w e r e m a l e . T he f oc us g r oup pa r t i c i pa nt s r a nge d i n a ge f r om 18 t o 30. A l l
of t he m c a m e f r om m a i nl a nd C hi na .
T ab l e T ab l e T ab l e T ab l e 1. 1. 1. 1. P ar t i c i p an t s ' P ar t i c i p an t s ' P ar t i c i p an t s ' P ar t i c i p an t s ' A ge A ge A ge A ge
A ge A ge A ge A ge R an ge R an ge R an ge R an ge P e r c e n t age P e r c e n t age P e r c e n t age P e r c e n t age
18 t o 19 y e a r s 12.5%
20 t o 25 y e a r s 62.5%
26 t o 30 y e a r s 25%
61
T ab l e T ab l e T ab l e T ab l e 2: 2: 2: 2: P ar t i c i p an t s ' P ar t i c i p an t s ' P ar t i c i p an t s ' P ar t i c i p an t s ' C i t y C i t y C i t y C i t y of of of of O r i gi n O r i gi n O r i gi n O r i gi n
� F oc u s F oc u s F oc u s F oc u s G r ou p G r ou p G r ou p G r ou p D i s c u s s i on D i s c u s s i on D i s c u s s i on D i s c u s s i on Q u e s t i on s Q u e s t i on s Q u e s t i on s Q u e s t i on s
1. W ha t do y o u know a bout D i s ne y t he m e pa r ks ?
2. H ow do y o u know / f i nd out a bout t he i nf or m a t i on of D i s ne y t he m e pa r ks ?
3. H a ve y o u e ve r be e n t o D i s ne y t he m e pa r ks ? I f y e s , w he r e ? H ow m a ny t i m e s ?
4. W ha t m a ke s y o u de c i de t o g o t o D i s ne y t he m e pa r ks ? P l e a s e s pe c i f y .
5. W he n do y o u g o t o D i s ne y t he m e pa r ks ? W hy ?
6. H a ve y o u s e e n a ny t y p e of a dve r t i s e m e nt of D i s ne y t he m e pa r ks ? I f y e s , w he r e ?
C i t y C i t y C i t y C i t y of of of of O r i gi n O r i gi n O r i gi n O r i gi n P e r c e n t age P e r c e n t age P e r c e n t age P e r c e n t age
S ha ng ha i 50%
B e i j i ng 25%
G ua ngz hou 12.5%
S he nz he n 12.5%
62
� � � � F oc u s F oc u s F oc u s F oc u s G r ou p G r ou p G r ou p G r ou p D i s c u s s i on D i s c u s s i on D i s c u s s i on D i s c u s s i on R e s u l t s R e s u l t s R e s u l t s R e s u l t s
D i s n e y D i s n e y D i s n e y D i s n e y T h e m e T h e m e T h e m e T h e m e P ar k P ar k P ar k P ar k K n ow l e d ge K n ow l e d ge K n ow l e d ge K n ow l e d ge
T he pa r t i c i pa nt s w e r e g e ne r a l l y qui t e r e s pons i ve w he n a ns w e r i ng " W ha t do y o u
know a bout D i s ne y t he m e pa r ks ? " N o one he s i t a t e d or c hos e not t o a ns w e r . T he m os t
c om m on r e s pons e s w e r e r e l a t e d t o D i s ne y c a r t oon c ha r a c t e r s , s pe c i f i c a l l y " M i c ke y
M ous e " a nd " M ul a n" .
I n f or m at i on I n f or m at i on I n f or m at i on I n f or m at i on S e ar c h S e ar c h S e ar c h S e ar c h
T he m a j or i t y of t he pa r t i c i pa nt s ( 6 out of 8) w oul d s e a r c h f or i nf or m a t i on a bout
D i s ne y t he m e pa r ks on i nt e r ne t . T he ot he r t w o pa r t i c i pa nt s m e nt i one d uni ve r s i t y t i c ke t
of f i c e a s t he i r s our c e of i nf or m a t i on.
D e c i s i on D e c i s i on D e c i s i on D e c i s i on M ak i n g M ak i n g M ak i n g M ak i n g
T he ove r w he l m i ng r e s pons e ( 6 out of 8 pa r t i c i pa nt s ) t o t he que s t i on " W ha t m a ke s
y o u de c i de t o g o t o D i s ne y t he m e pa r ks ? " w a s " ha ngi ng out w i t h f r i e nds a nd f a m i l i e s ."
M os t pe opl e be l i e ve d t ha t D i s ne y t he m e pa r ks a r e w he r e t o s pe nd l e i s ur e t i m e a nd ha ve
f un w i t h f a m i l i e s a nd f r i e nds . " I t i s a pl ac e w he r e pe opl e of al l age c oul d e nj oy t he i r
t i m e ." A f e w pa r t i c i pa nt s ( 2 out of 8 pa r t i c i pa nt s ) a l s o m e nt i one d t ha t pr om ot i on/ di s c ount
a l s o pl a y e d a n i m por t a nt r ol e i n t he i r de c i s i on m a ki ng .
63
D i s n e y D i s n e y D i s n e y D i s n e y E xp e r i e n c e E xp e r i e n c e E xp e r i e n c e E xp e r i e n c e
T he va s t m a j o r i t y of t he pa r t i c i pa nt s ( 7 out of 8) ha v e vi s i t e d H ong K on g D i s n e yl a n d;
4 out of 8 ha ve vi s i t e d D i s ne y t he m e pa r ks i n A m e r i c a ; 2 out of 8 ha ve vi s i t e d T oky o
D i s ne y l a nd.
H a l f of t he pa r t i c i pa nt s ha ve vi s i t e d D i s ne y t he m e pa r ks m or e t ha n onc e . O f t he
pe opl e w ho ha ve vi s i t e d D i s ne y l a nd m or e t ha n onc e , m os t w e r e l i ke l y t o r e - vi s i t be c a us e
of t he s pe c i a l pr ogr a m s or ne w a t t r a c t i ons , s uc h a s t he ope ni ng of T oy S t or y L a nd a nd
f i r e w or ks e x t r a va ga nz a on na t i ona l hol i da y s ( i n H ong K ong D i s ne y l a nd) .
T i m e T i m e T i m e T i m e t o t o t o t o V i s i t V i s i t V i s i t V i s i t
T he " N a t i ona l D a y G ol de n W e e k" i n m a i nl a nd C hi na w a s g e ne r a l l y vi e w e d t o be
t he t i m e t o vi s i t t he D i s ne y t he m e pa r ks . " ' G ol de n W e e k ' i n O c t obe r i s t he be s t t i m e t o
v i s i t D i s ne y l and be c aus e pe opl e w oul d hav e e nough t o r e l ax and e ar l y aut um n i s t he
m os t c om f or t abl e s e as on of t he y e ar i n C hi na." T he r e w e r e a f e w pe opl e , how e ve r , w ho
e x pr e s s e d c a ut i on a g a i ns t pa y i ng vi s i t s t o D i s ne y l a nd dur i ng s um m e r hol i da y s a nd
na t i ona l hol i da y s be c a us e "i t c oul d be e x t r e m e l y c r ow de d w i t h s t ude nt s and par e nt s w i t h
k i ds and y ou hav e t o w ai t f or hour s ."
64
M e d i a M e d i a M e d i a M e d i a E xp os u r e E xp os u r e E xp os u r e E xp os u r e
M os t pe opl e w e r e i ni t i a l l y l i ke l y t o r e s pond t o t he que s t i on "H av e y ou s e e n any
t y pe of adv e r t i s e m e nt of D i s ne y t he m e par k s ? " w i t h a n e ndor s e m e nt - r e l a t e d a ns w e r
r a t he r t ha n a r e s pons e a bout a dve r t i s e m e nt i n g e ne r a l . S pe c i f i c c om m e nt s i nc l ude d: "I
r e m e m be r e d t o hav e s e e n an ar t i c l e about D av i d B e c k ham ' s br i ngi ng hi s w hol e f am i l y t o
D i s ne y l and." "T he r e w e r e s e v e r al pi c t ur e s f e at ur i ng s om e H ol l y w ood c e l e br i t i e s t o w e ar
D i s ne y c os t um e s , w hi c h w e r e r e al l y a huge hi t onl i ne t w o or t hr e e y e ar s ago." O nl y a
c oupl e of pe opl e ( 2 out of 8) s a i d t he y ha d s e e n a n a c t ua l a dve r t i s e m e nt a bout D i s ne y
t he m e pa r ks on T V a nd pr i nt m e di a . "I ' v e s e e n a T V ad about H ong K ong D i s ne y l and
w he n I w as i n C hi na 4 or 5 y e ar s ago. A c t ual l y i t s e e m e d t o be a c r os s - pr om ot i on
be t w e e n C oc a- c ol a C hi na and H ong K ong D i s ne y l and. T he s c e ne w as s hot i n H ong K ong
D i s ne y l and f e at ur i ng a f am i l y happi l y dr i nk i ng c ok e w i t h t he am az i ng f i r e w or k
e x t r av aganz a as t he bac k gr ound ."

Abstract (if available)

Abstract This thesis will discuss how Disney theme parks manage their communications and cultural practices across the globe. The thesis will start at the beginning with the brief overview of Disney theme parks. Following the introduction section there will be four sections, which will be organized chronologically, detailing the business practices of Disney theme parks in America, Japan, France and Hong Kong. These practices will provide a basis for understanding the challenges and opportunities of the business as they cross cultural borders. The thesis will conclude with a discussion section about the upcoming Shanghai Disneyland and an analysis of the transferable implications for the business.

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The color of beautiful: the case against skin whitening

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Creator Xu, Yunjie (author)

Core Title Cultural practices & communications of Disney's worldwide parks

School Annenberg School for Communication

Degree Master of Arts

Degree Program Strategic Public Relations

Publication Date 08/02/2012

Defense Date 08/02/2012

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag communications,cross-cultural,OAI-PMH Harvest,Public Relations

Language English

Contributor Electronically uploaded by the author (provenance)

Advisor Wang, Jay (committee chair), Jackson, Laura Min (committee member), Kotler, Jonathan (committee member)

Creator Email yunjie215@gmail.com,yunjiexu@usc.edu

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c3-86086

Unique identifier UC11290361

Identifier usctheses-c3-86086 (legacy record id)

Legacy Identifier etd-XuYunjie-1123.pdf

Dmrecord 86086

Document Type Thesis

Rights Xu, Yunjie

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the a...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus MC 2810, 3434 South Grand Avenue, 2nd Floor, Los Angeles, California 90089-2810, USA