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

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dc.contributor.authorVidal Juan, Ana
dc.date.accessioned2024-06-28T08:00:12Z
dc.date.available2024-06-28T08:00:12Z
dc.date.issued2024-06-25
dc.descriptionTrabajo Fin de Grado leído en la Universidad Rey Juan Carlos en el curso académico 2023/2024. Directores/as: Cristina Figueroa Domecq
dc.description.abstractThis 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.
dc.identifier.urihttps://hdl.handle.net/10115/35606
dc.language.isoeng
dc.publisherUniversidad Rey Juan Carlos
dc.rights
dc.rights.accessRightsinfo:eu-repo/semantics/embargoedAccess
dc.rights.uri
dc.subjectDisney theme parks
dc.subjectMarketing strategy
dc.subjectBrand perception
dc.subjectImmersive experiences
dc.subjectExperiential marketing
dc.titleDISNEY'S MARKETING THROUGH ITS THEME PARKS: STRATEGIES AND EFFECTS ON BRAND PERCEPTION
dc.typeinfo:eu-repo/semantics/studentThesis

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