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
MetadataDangos cofnod eitem llawn
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
Yn dangos eitemau sy’n perthyn drwy deitl, awdur, pwnc a chrynodeb.
Selling Aston Villa FC- A Case Study Investigation of Marketing Practice in an English Premier League Football Club Lyons, Haydon (University of Wales, 2011)A study was undertaken upon the marketing of Aston Villa Football Club (AVFC) using a case study approach. Business in football has become a huge industry within the sporting world and marketing has been at the centre of ...
ANALYSING THE IMPACT OF EVENT AND EXPERIENCE DESIGN ON THE SUCCESS OF A TOURIST ATTRACTION: A CASE STUDY ON WALT DISNEY WORLD Hiscocks, Ella (Cardiff Metropolitan University, 2016-04)The purpose of this research project was to analyse the impact of event and experience design on the success of a tourist attraction and was based around the case study of Walt Disney World. The project consists of an ...
Golub, Anna I. (Cardiff Metropolitan University, 2012)This paper is mainly focused on GSM Kazakhstan Company, its value and trends of market, micro environment, and justification of key marketing strategies, detailed definition of a suitable outline marketing etc. Dissertation ...