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Authors: Anyaporn, Suephattanaphan
Keywords: Marketing and Management
Consumer behavior
Customer satisfaction
Repurchase intention
Subjective norm
Market segmentation
Price inelasticity
Issue Date: 4-Sep-2022
Publisher: Mahidol University
Abstract: It all began in 1955, when the very first Disney Parks called Disneylandia, and later changed to Disneyland, located in Anaheim, California, opened its gates to the public; it has always been one of the world’s most popular theme parks ever since that covers more than 85 acres with five different theming areas and the iconic Sleeping Beauty Castle. At the present, there are six Disney Parks around the world which are Disneyland California, Walt Disney World in Orlando, Tokyo Disneyland in Japan, Disneyland Paris in France, Hongkong Disneyland and the latest one Shanghai Disneyland opened in 2016. As claimed by DisneyNews, there are over 150 million visitors to Disney Park in 2017 and the attendance rates keep on rising each year (Smith, 2020). Year after year, the number of guests visiting Disneyland around the world continued to grow despite there being plenty of other themed parks operated throughout the world such as Universal Studios, SeaWorld or Legoland despite the non-stop escalation of the Disney’s Park ticket each year. The inelasticity has shown that no matter how much the price increases or how many theme parks in the same area, there is no substitution for Disney’s magic, and it will not affect the quantity demanded. This paper will dive into the reason to find out how and why Disney Parks bbecome more than just an amusement park that becomes important for Thai dreamers as the destinations that they are willing and must visit once in a lifetime. I would like to discover more in which the main key success factors for Disney Parks use that could allure Thai tourists to spend a lot of time and money to be at Disney Parks.
Description: 34 leaves
Appears in Collections:Thematic Paper

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