Introduction
To complete this experiential marketing project, I decided to visit Disneyland Park, one of the main entertainment resorts in Anaheim, California. Despite the intention to improve business under the pressure of recent technological progress and innovation, the main idea of this place is to enjoy childhood. It does not matter if you come here alone or with a family or with a company of friends; at Disneyland Park, many well-known characters are waiting for their guests to share their joy and happiness in the most pleasant environment. Thus, it is necessary to be ready to find Mickey Mouse, Minnie Mouse, the best friend Pluto, crazy Goofy, Donald Duck, and other characters from various Disney cartoons and movies. It was not just a task for me but my pleasure to visit such a place as Disneyland Park.
Location
Although millions of people are aware of Disneyland Park, finding its main entrance is more challenging than it might seem. First, I tried to Google the site and get as much vivid information as possible. Then, I used a GPS device to get directions to “1313 Disneyland Dr, Anaheim, CA 92802.” However, even when I was on Harbor Boulevard, I faced difficulties understanding where to go next.
The only solution I could make was to ask people for help and further direction. It was enough to reach a “smiling” person and kindly ask for the main entrance. Most people seemed aware of my “location” problem, and some were eager to help me with pleasure. Various buildings, shops, and other facilities distracted a new visitor, but I managed to take that step, find the gates, and spend about $170 at the ticket booth.
History
I understood that visiting such a big park could not be easy, and I needed to learn some background information. Disneyland Park is located on about 160 acres and was opened on July 17, 1955. In the middle of the 1990s, Blaine Gibson built a statue now known as Partners behind the main entrance: Walt Disney holding Mickey Mouse’s hand.
In a short period, this construction became one of the most popular places for visitors to take photos. I wanted to memorize that first moment at Disneyland, so I photographed those two heroes from my childhood. When I managed my emotions, I discovered a beautiful world waiting for me behind the statue, including multiple castles that were no longer just cartoon images.
Environment
All inexperienced people or visitors who want to facilitate their Disneyland Park tour can buy a territory map and realize where to go or how to get out. When I bought that map, I did not feel safe and confident during my visit because I realized how complex and large that area was. I wondered if those maps helped people, and I soon got the answer. Yes, they did help in defining some expectations from my trip, at least.
Those who do not get an opportunity to visit the park can rely on online tours offered by ordinary people or travel experts. The park has eight major parts: Fantasyland, Adventureland, Frontierland, New Orleans Square, Critter Country, Star Wars: Galaxy’s Edge, Mickey’s Toontown, and Tomorrowland. I am not sure how much time is enough to enjoy each part of the park; thus, I focused on the location and observation more than on entertainment.
Consumption Benefits
Talking about the consumption benefits of Disneyland Park, I like my unique division into 4Fs and 4Ss. When people find themselves in places like amusement parks based on their favorite fairytales, it is hard to resist the desire to spend as much as possible while being filled with positive emotions. In Disneyland, various things may attract people, including fantastic themed areas where characters communicate and interact with visitors.
Children are impressed by all those characters in their fairy tales, cartoons, and movies that are next to them. Still, factual interaction can be interesting to visitors of all ages. When it is high time to eat something, it does not take much time to find a food court and take a break. Thus, my first four “F” consumption benefits are fantasy, fairy tales, factual interaction, and food.
More Consumption Benefits
However, the list of consumption benefits at Disneyland Park cannot be that short. Thus, I want to enlarge my observation to the next four S’s: shopping, shows, sitting areas, and spectacular views. Some people realize that their visits to the park are a single opportunity and try to take as much as possible from it. Shopping is a preferred activity for all individuals: children want to get an original toy, teenagers are fond of T-shirts and accessories, and adults choose memorable souvenirs.
If you are lucky, you can be in the right place at the right time and observe a real-life show (I was not that lucky). Finally, the size of the territory is impressive, and people need to rest and “recharge.” Such consumer benefits include sitting areas (benches along shady alleys) and spectacular views.
Improvements
There should always be some place for improvement, and Disneyland Park is no exception. Regardless of its high-quality settings and environments, attention to detail, and interaction with visitors, I want to see more characters around me to consult and take photos with. Another improvement I would like to make is based on the addition of special tablets with directions not to ask unknown people for help.
I understand that most children like candies and sweets, but if a person has some food restrictions, I want to be sure that more food options are available to visitors. Finally, despite many benches across the park, I noticed many people standing around or finding places to rest. More sitting places for parents and their children can be added. When it is sunny, it is not always possible to hide from the sun.
Suggestions
I realize that many analytics and professional advisors can suggest innovative ideas for Disneyland. Still, relying on my experience as a consumer, I want to underline the importance of having more employees across the park to inform and support new visitors. I also suggest considering more food options for people with specific nutritional needs.
Adding more places to rest is the best solution that does not cost a lot. Sometimes, even the most impressed and active visitors want to take a minute and enjoy silence. Finally, there are always more options for fun and entertainment. I want to see new areas and locations with new features and characters.
Conclusion
People’s answers to simple questions may define the success of marketing. Here are mine, and all positive answers prove the success of the chosen place! I hope my work discovers the beauty of Disney World and becomes a reason for visiting this park!