Preview

graduated thesis

Powerful Essays
Open Document
Open Document
7458 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
graduated thesis
The Influence of Cultural Adaptation on Disney Theme Parks

By

駱巧瑜Chaio-Yu, Lou
陳奎因Kuei Yin, Chen
楊凱智Kai-Chih, Yang
徐仁軒Ren-Xuan, Shiu

Department of Applied English
Ming Chuan University
Kweishan, Taoyuan, Taiwan
June, 2010
The Influence of Cultural Adaptation on Disney Theme Parks

By

駱巧瑜Chaio-Yu, Lou
陳奎因Kuei Yin, Chen
楊凱智Kai-Chih, Yang
徐仁軒Ren-Xuan, Shiu

A thesis submitted in partial fulfillment of the requirements for the degree of Bachelor of Arts in Applied English

Approved by

________________
Chia-Chin Susan Sung, M.S.
Chairperson of the Committee

_______________
Chao-Chang Wang, Ph.D.
Chairperson of the Department of Applied English

Department of Applied English
Ming Chuan University
Kweishan, Taoyuan, Taiwan
June, 2010
Abstract

Disneyland is a fascinating worldwide industry, and also the most successfully run theme park in the world. When it comes to theme parks, Disney will be the first thing that comes to everyone’s mind. Because of the great success of Disney, researchers want to look into the reasons why it is so important and so attractive to the entertainment industry.

For example, Disney’s Asian theme parks usually would apply local customs and festivals into their programs. And by doing so, it draws more local tourists to attend the events. Disney always pays attention to these cultural factors and uses them to its advantages. Plus, the special programs such as using stars to endorse the event also help attract younger generation.

Although there are lots of elements that help make Disney into a worldwide industry, researchers focus on the cultural part. Thus, researchers apply the method of data-collecting, and comparison of different theme parks of Disney to come to the findings that culture does play an important role in its success. i
TABLE OF CONTENTS

CHAPTER ONE: INTRODUCTION

1.1


References: Beckwith, Harry. (2003). What Clients Love: A Field Guide to Growing Your Business. Green,H. A. John.(1971). Consumer theory “Hongkongdisneyland News.” The Cultural Representative in Hong Kong Disneyland comes to America and brings magical fascination to Hong Kong Lemin, Chen. (2007). Civilization of the Europe Maanen, J Margaret (1991). The Theme Park of Experience. What Museum can Learn from Mickey mouse.Vol. 25 Issue 6, p24-31. Wasko, J. (2001). Understanding Disney, p2-3. “Yahoo Blog. ” The Biggest Investment in France Recently. Online. 1 Apr. 2007- http://tw.myblog.yahoo.com/jw!NxC2PYqYFQPGZ4cgtsJtJ4tx/article?mid=583 “Yahoo News Youell, R. (1996). Travel and Tourism. England: Longman. “Yahoo News.” Disney are Coming to Shanghai, Snow White and Mickey are Localized. Online. 5 Nov. 2009-http://tw.news.yahoo.com/article/url/d/a/091105/5/1ue25.html Zoe “The Children Fashion Blog.” Fashion Minnie’s are Back in Paris
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Good Essays

    Analyse the marketing decisions within a travel and tourism organisation in relation to the marketing mix influencing factors.
    • 718 Words
    • 3 Pages

    Analyse the marketing decisions within a travel and tourism organisation in relation to the marketing mix influencing factors.

    In order for Disneyland Paris to keep running successfully, it has to look at the main factors that can affect its business. The main factors should be analysed by the developing company to be more aware of how to manage their target market. Disneyland Paris has many target markets which the main one is “Disney family” so they need to think through what kind of products that they have to offer to this type of customers and how they’re going to market it. This type of customers “Disney family” is a really important because it’s such a large target market and so therefore the market team needs to be more aware of how they’re going to take advantage of this large market.…

    • 718 Words
    • 3 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    What Was The Walt Disney's Cultural Problem
    • 161 Words
    • 1 Page

    What Was The Walt Disney's Cultural Problem

    The Walt Disney Company were faced with cultural problems in opening theme parks outside the U.S. They wanted Mickey Mouse to grow international bounds in their foreign theme parks. The other countries did not want the American icon Mickey Mouse as a representation of their culture. They had to develop new attractions, lower admission prices and a massive marketing campaign to increase attendance. Disney had to learn and understand culture in the countries so it can appear universal, events, trends, and cuisine was their expressing their message. They had to understand the culture such as the fourth floor was passed over at all hotels because of a culture belief that the number four was bad luck in Hong Kong. One of the Disneyland ballroom…

    • 161 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Best Essays

    Hong Kong Disneyland When Big Business Meets Feng Shui Superstition And Numerology 1
    • 2610 Words
    • 17 Pages

    Hong Kong Disneyland When Big Business Meets Feng Shui Superstition And Numerology 1

    Hong Kong has been chosen as the steppingstone into the vast Chinese market as most…

    • 2610 Words
    • 17 Pages
    Best Essays
    Read More
  • Powerful Essays

    Arena Football in a Disneyized World
    • 2499 Words
    • 10 Pages

    Arena Football in a Disneyized World

    Ever since the beginning of the 1970s, Disney World has become an influential blueprint that many companies have used do business in society. Disney World has many different techniques and ideas that have allowed them to produce maximum gain in all facets of society. This is known as ‘Disneyization, ' "the process by which the principles of the Disney theme parks are coming to dominate more and more sectors of American society as well as the rest of the world" (Bryman, 1999, p. 26). Disneyization is broken up into five separate principles: spectacularization, theming, dedifferentiation of consumption, merchandising, and emotional labor. These principles have been adopted by companies all around the world and have been thrown into full practice today in our society.…

    • 2499 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Walt Disney Research Paper
    • 2044 Words
    • 9 Pages

    Walt Disney Research Paper

    Disney, uncontested, is the most famous and the most recognized name in the entertainment theme parks industry in the world. Walt Elisa Disney concept of self-contained work groups, dated back in the 1920's, was the start toward the beginning of a successful organization. Walt Elisa Disney’s concept toward its organizations’ behavior launched a trend that shaped the look of Walt Disney entertainment theme parks around the globe. The concept itself forces competing amusement parks to change its image in which, entertainment theme parks became a trend. A large part of Disney success is not losing its sense of purpose brought to life by its founder Walt Elisa Disney. In my research of Disney, I will show how a…

    • 2044 Words
    • 9 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Disney Business Plan
    • 3698 Words
    • 15 Pages

    Disney Business Plan

    After close examination of current cost, long wait in lines, safety for guest and employees, guest relations, and employee recruitment and retention the factors which influenced the level of planning needed to accomplish this growth within Disney will not only reveal Disney's effective business practices and tactics but will also highlight the strengths and weaknesses of this monolithic organization. Disney's outlook on planning, centers on their commitment to family entertainment, customer satisfaction, quality, diversification of markets, innovation, management reorganization and corporate restructuring when necessary. The customer has continued to possess the primary power in determining what is acceptable in terms of product and their influence carries great weight in Disney’s model of planning a winning strategy.…

    • 3698 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Better Essays

    Disney Analysis
    • 1393 Words
    • 6 Pages

    Disney Analysis

    Growth in the theme park industry is a challenge in today 's market. Theme parks will not grow if they don 't diversify their resources. The Walt Disney Corporation is a nation wide multi-varied entertainment company which is a household name to millions of people throughout North America. Michael Eisner who is Disney 's chairman and chief executive officer knows that his company will have to diversify in order to meet his targeted growth rate of 20%. Eisner wants to follow one of Walt Disney 's famous quotes which is "We cannot hit a homerun with the bases loaded every time we go to the plate. We also know the only way we can even get to first base is by constantly going to bat and continuing to swing" In order for Disney to meet this 20% target Eisner knows he will need to look at new industries and overseas expansion to be successful.…

    • 1393 Words
    • 6 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    What Are The Impacts Of Disneyland
    • 419 Words
    • 2 Pages

    What Are The Impacts Of Disneyland

    To begin with, Disneyland, one of the biggest attractions in the world, has had an impact, not just in America, but other countries as well. It has given families a new place to enjoy themselves. Additionally, it has also brought in people from out of the country to share more of America's most popular forms of entertainment. This theme park "is a prime example of a completely…

    • 419 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Best Essays

    Team Disney Case
    • 1634 Words
    • 5 Pages

    Team Disney Case

    Disney has sustained its success through a series of business decisions that descended from the vision of its famed founder, Walt Disney. Walt Disney was a forward thinker, and emphasized the importance of innovation. This emphasis on innovation led to strong brand recognition, and consumer’s perceived differentiation in quality of entertainment. The success of Disney’s motion pictures became the catalyst of several expansions that enhanced Disney’s competitive positions in the entertainment industry. Additionally, these business acquisitions led to an increase in diversification, horizontal/vertical integrations, and synergy, which Disney propelled to acquire more revenues, and establish itself as the, ‘Entertainment King’.…

    • 1634 Words
    • 5 Pages
    Best Essays
    Read More
  • Good Essays

    Disney Acts Global in Emerging Market
    • 417 Words
    • 2 Pages

    Disney Acts Global in Emerging Market

    1. It is extremely important for Disney to build brand awareness in China and other emerging markets such as India and South Korea. This article states that in 2006, only twenty five percent of Disney’s revenues came from outside of the Unites States. The article also admits that during this time Disney had a “one size fits all policy”, which they have since gotten rid of. The reason Disney is a multibillion dollar company in the US is because we have been surrounded by Disney for a few decades now. We know every character and detail of each movie, often times by heart. By building more brand awareness in the countries with emerging markets, Disney heightens its chances for more recognition in those countries. This recognition will create a stronger willingness to not only visit Disney, but all purchase the animated and action packed movies we as Americans have loved for decades.…

    • 417 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Walt Disney: The Influence Of The Mass Media
    • 808 Words
    • 4 Pages

    Walt Disney: The Influence Of The Mass Media

    In 1964 Walt Disney built four rides for the World’s Fair in New York. He discovered people loved his ideas in the Eastern U.S. just as much as the Western U.S. citizens did. ( “ History of Disney World”. ) One of the best theme parks in the world came from the visions of a man named Walt Disney. He wanted to create a safe, family friendly theme park that all ages could enjoy, and he did just that. People wonder how Walt Disney thought of disney world, how it became so popular, how he had such an influence on the mass media, and whether they should hate it or love it.…

    • 808 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Disney in Tokyo and Paris
    • 1231 Words
    • 5 Pages

    Disney in Tokyo and Paris

    References: (2006). Hong kong Disneyland attracts 5m visitors in first year of operation. Retrieved February 23, 2008, from http://www.channelnewsasia.com/stories/corporatenews/views/228477/1/.htm…

    • 1231 Words
    • 5 Pages
    Better Essays
    Read More
  • Good Essays

    Disney in Hong Kong
    • 1749 Words
    • 7 Pages

    Disney in Hong Kong

    Disneyland has pride itself to be a fantasy world, a place where people (regardless of age) can escape from reality (Appendix 1 shows that fantasy world is heavily weighted in the proportion of Disney movies). With this positioning statement that applies to everyone regardless of geographic location (Chinese have dreams and can fantasize as much as Americans or Europeans), expansion into the international market may not seem to be a challenge for Walt Disney Company. However, in evaluating the past 4 years of attendance and operating figures of their newest park – Hong Kong Disneyland, it goes to show that the park performance is far from ideal. Why does the Disney magic not work in the hub of Asia – Hong Kong? This paper will answer that question, and after consolidating the lessons learnt from Tokyo, Paris and Hong Kong Disneyland, we will recommend the items Disney should consider before investing in a theme park in mainland China. Following that, this paper will also address the communication strategy Disney should deploy in mainland China.…

    • 1749 Words
    • 7 Pages
    Good Essays
    Read More
  • Better Essays

    Introduction Conclusion of HP case
    • 1015 Words
    • 3 Pages

    Introduction Conclusion of HP case

    In this report, literature review and conceptual Framework will be the first part. This part is designed to review the literature that related to the research question and topic. Besides, it will outline some key ideas and theories for the collaboration between Disney and other organizations. Each literature review of team members will be selected to make an integrated which are related to the research question and topic.…

    • 1015 Words
    • 3 Pages
    Better Essays
    Read More
  • Satisfactory Essays

    Marketing Case Study - Disneyland Hong Kong
    • 1118 Words
    • 3 Pages

    Marketing Case Study - Disneyland Hong Kong

    The venture into Hong Kong by Walt Disney was a simple example of a large successful western company not doing its homework. The case presents a clear picture of the importance of understanding a foreign market thoroughly before doing business there. Several factors led to an unsuccessful first year of operations and a majority of these factors could have been avoided with a better cultural understanding in the planning stages. One of the culture differences that was obvious to Disney was the fact that the children are not familiar with the Disney characters. Disney has established its brand and is a marketing poster child in the United States, however this advantage goes out the window in a country such as china that has sheltered itself from the outside world until recently. Disney thought that making a meager attempt at introducing the characters before the launch of the park would help, however familiarity isn’t synonymous with brand attachment. As listed in Global Marketing Management by Kotable & Helson, “Cultural Distance” is one of the six external criteria for choosing a mode of entry into a foreign territory, which was not accounted for by Disney. Cultural distance also recognizes the fact that different cultures have different expectations. This was also the case with China. As stated in the case, “for the tourists of Mainland China, going to Hong Kong means a shopping experience, and so they choose the cheaper alternative to Hong Kong Disneyland…” The case goes on to allude to the fact that the culture in China is one about dollars and cents – when a Chinese person spends his/her money, they are more interested in what they are physically getting. This is very…

    • 1118 Words
    • 3 Pages
    Satisfactory Essays
    Read More

Related Topics