Disney: Losing Magic in the Middle Kingdom

16116 WordsMar 26, 201365 Pages
DISNEY: LOSING MAGIC IN THE MIDDLE KINGDOM Hong Kong Disneyland will provide guests with an immersive experience to re-ignite “the magic that is the Disney storytelling tradition”. The park will act as a springboard for our other businesses throughout China and the region. - Andy Bird, president of Walt Disney International, August 20051 Three years after its opening in September 2005, Hong Kong Disneyland had yet to gather sufficient momentum to catapult its attendance rate to a satisfactory level. Despite high expectations of it as a cash-cow tourist attraction, things had turned rocky, with a series of negative media coverage both before and after the launch. The park suffered a major blow after a ticketing hiccup during…show more content…
Disneyland is dedicated to the ideals, the dreams and the hard facts that have created America…with the hope that it will be a source of joy and inspiration to all the world. - Walt Disney, founder of Disneyland, 19552 Disneyland was more than entertainment. It was about creating a fantasy world as an escape—a holiday away from the strain of the bustling world. The business model of Disneyland thrived upon the concept of a Disney resort with attractions, restaurants, merchandise shops and hotels. A visit to Disneyland was touted as a vacation trip spanning several days. Excluding hotels, income from admission fees constituted around 49% of the park’s income, while the remaining 51% came from merchandise sales and restaurants.3 Most of Disneyland’s attractions had a rigid limit on the number of visitors that could be accommodated at a particular time. To enjoy popular rides, a waiting time of one to two hours was normal. In general, visitors were fairly patient and accepted waiting as part of the experience. In the past few decades, American parents that had grown up with Disney characters kept returning to the park with their children, relishing their childhood memories. In this way, the Disney culture was passed on from one generation to the next. Overseas Expansion in Japan and France The first Disneyland outside the US was opened in April 1983 in Tokyo. Disney took a cautious approach by granting an operation

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