MAGIA E ENCANTAMENTO: o poder do marketing de experiências nos parques temáticos da Disney em Orlando

Abstract

Marketing plays a key role in the success of Disney theme parks, going far beyond simply promoting tickets and attractions, involving a strategic approach to creating and maintaining an emotional connection with the public, building brand identity and providing unique experiences. This paper investigates the use of experiential marketing in Disney theme parks. This approach arises from the growing consumer demand for memorable experiences and the proven effectiveness of this strategy in attracting and retaining customers. The purpose of this research is to examine how The Walt Disney Company uses experiential marketing to ensure the success of the enterprise, surprising and winning the loyalty of visitors to its theme parks. This intent will be achieved through an appreciation of the literature review, analysis of previous studies and verification of exemplary practices of Disney. The study found that Disney amusement parks adopt effective strategies, such as personalizing experiences, the use of storytelling, sensory marketing and excellent guest service to create memorable experiences. These practices result in significant engagement with the public, strengthening loyalty and encouraging new returns. The analysis carried out highlights how each interaction is planned to exceed expectations and create and retain lasting emotional connections with visitors.