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- W2894835903 abstract "Disney is at the heart of storytelling and imagination. Now hosting 12 theme parks across the globe, from Florida to Shanghai, the “Vacation Kingdom†had over 140,403,000 visitors in 2016 (Newell 2012; Themed Entertainment Association 2016). Disney has adapted several relational approaches such including the use of co-creation on rides such as Test Track to help increase consumer engagement. A conceptual framework has been constructed to explain how Disney generates engagement and word-of-mouth communication. It proposes that shared values, lead to enthused participation, involvement and in turn to engagement. Once engaged, outcomes are affective commitment, trust, word-of-mouth. A brand community acts as a dynamic loop between the outcomes and antecedents (Brodie et al. 2011). The implications of the study will be outlined, including recommending the use of new technology but keeping this within the art of storytelling and imagination. Keywords:" @default.
- W2894835903 created "2018-10-12" @default.
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- W2894835903 date "2018-09-30" @default.
- W2894835903 modified "2023-09-26" @default.
- W2894835903 title "An analysis of Disney Theme Parks’ relational approaches to developing consumer engagement and advocacy" @default.
- W2894835903 hasPublicationYear "2018" @default.
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