Disney Dreams in China (23:05)

Li Eric, York University, Canada
Belk Russell, York University, Canada
Joy Annamma, Hong Kong Polytechnic University, China
This research explores the meanings of “Disney Magic” in the new Disneyland theme park – Hong Kong Disneyland (HKDL). Our study investigates the translation of Disney Magic in HKDL and the degree to which it is perceived this way among consumers. It finds that for mainland Chinese visitors, Disney Magic is the key template for their experiences at the theme park and they come with a set of expectations conditioned since childhood exposure to Disney movies and cartoons. They seem willing to fol

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