DISNEY'S MARKETING THROUGH ITS THEME PARKS: STRATEGIES AND EFFECTS ON BRAND PERCEPTION

Abstract

This study explores Disney's theme parks' impact on global tourism and entertainment since the debut of the first park in California in 1955. The thesis focuses on Disney's marketing strategies regarding its theme parks, it examines how these strategies creates brand perception and consumer engagement. After an analysis of Disney's evolution and experiential marketing techniques, this study reveals insights into the mechanisms driving Disney's success and its role as a leader in the entertainment industry. I have based this study on literature revision, interviews to Disney workers and my own experience working for Disney¿s theme parks.