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Disney Restors

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D ISNEY R ESORTS – C ASE S TUDY

What markets are the Disney resorts and parks aiming for? Disney not only want to attract children and families, they are also aiming for those people who still want to feel the child in themselves. But since Disney also provides hotels, cruise ships and other entertainments, they attract a wide range of customers.

Was Disney’s choice of the Paris site a mistake? In my opinion it was not a mistake that Disney entered the European market, it was maybe just too early that they built a resort in Europe especially in Paris.

I think it would have been better to open a resort in a different country, as French people are not very open minded and react negatively to a “new American project”.

What aspects of their parks’ design did Disney change when it constructed Euro Disney? Ø Europeans would respond to a “Wild West” image of America Ø They planned extra entertainments while waiting in lines to overcome long waiting queues

Ø Disney “Europeanized” the heritage of the Disney stars as for example Discovery land featured storylines from Jules Verne, Cinderella was located in a French inn and Peter Pan got an appearance of English Edwardian Ø Introduced a more variety into its restaurants and snack bars, as Europeans prefer to sit down when having a snack Ø They built the 1st Disney roller coaster that included a 360 degree loop

What were Disney’s main mistakes from the conception of the Paris resort through to 2006? One of the major mistakes was the bad publicity when they opened the resort in 1994. As we can take out of the text, Disney often had bad luck and a bad timing. Furthermore all new employees had the same training. They did not consider the European working style and only wanted to achieve Disney’s high “American” standard and the standard of service was very low in comparison to America. In my opinion it was also a mistake not to offer alcoholic drinks, as European people enjoy drinking a glass of wine while having lunch or dinner.

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