The strategy of Disneyland Paris and the metaverse opportunity in the covid-19 pandemic | |
| Author | Vorakarn Chatkaewvorakul |
| Call Number | AIT Proj. no.SM-22-01 |
| Subject(s) | Customer satifaction Metaverse--Social aspects Disneyland Paris (Marne-la-Vallée, France) |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Disneyland Paris is clearly the dominant player in the French theme park industry, with the highest attendance at the moment, despite high ticket prices. The main reason for this is that its customers are emotionally attached to their favorite nostalgic Disney characters and expect to get a magical experience. However, the main shortcomings of Disneyland Paris are long queues and the threat of substitutes. The long waiting time makes it a bad experience as their expectations are not fulfilled. Although the company has various services or a pricing strategy that helps reduce these issues, it is still a chronic problem that people keep mentioning. Hence, it is important for Disneyland to pay more attention to customer experience and feedback to have a clear action plan to deal with it effectively. For its substitutes, Disney has tried to introduce new rides over the past 30 years and has special events such as Halloween event, Christmas festival, or 30th year anniversary celebration to attract both locals and tourists to visit. Furthermore, the company also launched Disney Plus, its streaming service, as a new source of revenue to offset the loss from the amusement park business during the pandemic. Besides, in today’s technology-driven and dynamic world, businesses in every sector, particularly tourism, that has been impacted the most by the COVID-19 pandemic, should adapt to the fast-paced environment. The impact of the pandemic will continue for an undetermined period of time and might have a continuous effect on tourism worldwide. Disney’s bottom-line profitability has been strongly affected by the virus during the past two years, with a decline of more than 30 percent of total revenue in its theme park business. The Metaverse is a new technological trend that is an opportunity for Disneyland to construct immersive and interactive shows, sell digital collectables, and reduce its unnecessary operating expenses. Even though it is not fully adopted and does not have a clear concept yet, Disneyland should grasp this opportunity and adapt to customer behavior in order to be sustainable in the long term. |
| Year | 2022 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Ransom, Lakeesha K.; |
| Examination Committee(s) | Levermore, Roger;Winai Wongsurawat; |
| Scholarship Donor(s) | His Majesty the King’s Scholarships (Thailand); |
| Degree | Project (M. BA.) - Asian Institute of Technology, 2022 |