Disney Dreams in China (23:05)

Eric Li, York University, Canada
Russell Belk, York University, Canada
Annamma Joy, 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 follow the carefully structured and mapped fantasy realization of their childhood dreams and report that they attain the ultimate goal of their trip – happiness.
[ to cite ]:
Eric Li, Russell Belk, and Annamma Joy (2008) ,"Disney Dreams in China (23:05)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 877-877.