Values and Lifestyles of Europeans vs. Americans, and Euro Disney's Marketing Strategy for Spain and Latin America

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1. There are a number of major differences between the values and lifestyles of Europeans, compared with Americans. Europeans are accustomed to taking long vacations and doing so during specific peak times geared around summer breaks and national holidays. Americans prefer shorter breaks. The longer vacations make it difficult for Europeans to pay high hotel fees, for example. Eating is another difference. Much less uptight about alcohol, Europeans found it strange to have no wine or beer with their food, and to be served in American-style restaurants is something that they might do once in a while, but not all the time. These traits derive from a number of key value differences. Holiday time is a shared experience for a lot of Europeans, with all family members participating and people taking their vacations at the same time. This is a break that is much sought after all year. In addition, Europeans take a more responsible approach to their vacations. They seldom splash out on overpriced food and hotels, which meant that EuroDisney's price points were well away from European expectations. Europeans also seem to want predictable vacations, in that they want things that are comfortable and familiar, maybe on a little bit exotic. The regular lunch times is an example of this, and quite different from the American norm. This means that a park where everything is very American is not a particularly comfortable experience for most Europeans, and they respond by seeking

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