Construct a model that reflects the extent to which Disney utilises classic relationship marketing to promote the Disney Theme Parks and Resorts in England and Wales.
Cardiff Metropolitan University
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This study looked at how Disney uses relationship marketing to promote its theme parks and resorts to potential consumers. It looked at the individual components of relationship marketing and evaluated how or if they were used by Disney in order to develop a relationship marketing model specifically for Disney, but also in the hope it could be used to evaluate how effectively other theme parks use relationship marketing when promoting themselves. Both questionnaires and focus groups were utilised by the researcher in order to collect the primary data required to effectively achieve the aim and objectives set by the researcher at the beginning of the project. These questionnaires and focus groups feature the opinions of both people who have and have not visited a DTPR. The data collected helped the researcher understand what people like about Disney, how they were attracted to the organisation and if and how Disney have formed relationships with these individuals. Results of this research have been presented following the structure of the Seven P’s; product, place, price, promotion, people, process and physical presence. After analysing all of the data collected, the researcher identified the main themes and issues found in the qualitative and quantitative and presented a new relationship marketing model for Disney.
BA(Hons) Events Management
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