Business Commons^™

Analyzing The Consumer’S Decision-Making Process To Visit Walt Disney World During The Covid-19 Pandemic, Corinne Kincade Williams

Honors Theses

During the Covid-19 pandemic, people have had differing opinions about traveling and visiting popular destinations. This study analyzes why people decide to visit or not visit Disney World during the pandemic. To understand motivational factors affecting customers’ visit intention, a Qualtrics survey was administered through GroupMe, Disney Facebook fan pages, and MTurk. Questions applied the theory of planned behavior and additional constructs of perceived severity and perceived vulnerability to understand the reasons behind participants’ decision-making process to visit or not visit Disney World.

From the 553 responses analyzed, it was found that the most influential factors on Disney World visit …

Walt Disney World As A Model For Brand Marketing: An Imc Approach To Build Brand Loyalty, Sarah Camille Blankenship

Honors Theses

The Walt Disney Company has an estimated brand value of $61.3 billion and a brand revenue of $38.7 billion according to Forbes’ 2020 World’s Most Valuable Brands (Swant, n.d.). As number seven in the world’s most valuable brands and the only leisure brand in the top fifty, the Disney brand is often used as a business model and inspiration for many companies (Swant, n.d.). Its success can be attributable to the high degree of brand loyalty they create among their customers. Among its approximately 157 million visitors who visited Disney Parks globally, there was a 70% return rate of first-time …