A consumer thirst for entertainment, matched by a dramatic rise is China’s middle class, is expected to generate a huge demand for theme parks. Given this wealth of potential and opportunity, Disney is seeking to capitalise where domestic theme park operators have often failed. With over 60 years of creating magic, Disney has all the necessary ingredients to success – the operational management skills, strategy, and a world famous brand.
The unique socio-cultural questions and challenges aside, there appears little doubt that Shanghai Disney has the potential to be a huge economic success. Nevertheless, it would be naive to assume that the only outcome for Disney is to count the yuan the resort generates. For Disney, it’s a rich opportunity to further market its brand and gain valuable consumer data in a seemingly limitless, yet complex economy.