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

Abstract

Disney is at the heart of storytelling and imagination. Now hosting 12theme parks across the globe, from Florida to Shanghai, the “VacationKingdom†had over 140,403,000 visitors in 2016 (Newell 2012; ThemedEntertainment Association 2016). Disney has adapted several relationalapproaches such including the use of co-creation on rides such as TestTrack to help increase consumer engagement.A conceptual framework has been constructed to explain how Disneygenerates engagement and word-of-mouth communication. It proposesthat shared values, lead to enthused participation, involvement and in turnto engagement. Once engaged, outcomes are affective commitment,trust, word-of-mouth. A brand community acts as a dynamic loop betweenthe outcomes and antecedents (Brodie et al. 2011). The implications ofthe study will be outlined, including recommending the use of newtechnology but keeping this within the art of storytelling and imagination.Keywords: