Register Login

Journal of Promotional Communications

Search
PDF

Published

2018-09-30

Issue

Vol. 6 No. 2 (2018): Special Issue on Relationship Marketing

Section

Articles

License

Policy for Journals That Offer Open Access


Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

An analysis of Disney Theme Parks’ relational approaches to developing consumer engagement and advocacy

Simrit Gill

Abstract

Disney is at the heart of storytelling and imagination. Now hosting 12theme parks across the globe, from Florida to Shanghai, the “VacationKingdom†had over 140,403,000 visitors in 2016 (Newell 2012; ThemedEntertainment Association 2016). Disney has adapted several relationalapproaches such including the use of co-creation on rides such as TestTrack to help increase consumer engagement.A conceptual framework has been constructed to explain how Disneygenerates engagement and word-of-mouth communication. It proposesthat shared values, lead to enthused participation, involvement and in turnto engagement. Once engaged, outcomes are affective commitment,trust, word-of-mouth. A brand community acts as a dynamic loop betweenthe outcomes and antecedents (Brodie et al. 2011). The implications ofthe study will be outlined, including recommending the use of newtechnology but keeping this within the art of storytelling and imagination.Keywords: