Title

Disney'S Return To Theme Park Dominance In Florida

Keywords

Parallel pricing; Price coordination; Theme park demand elasticities; Theme park demand model

Abstract

This paper investigates the increasing evidence that Disney has restored its market share dominance and price leadership power in the Central Florida theme park market, while reasserting this region as the base for its global empire. Disney appears to have weathered deep-pocketed challenges from Universal Studios and Las Vegas Hotels successfully, as well as addressing concerns about its ageing brands, adverse demographic trends and post-9/11 international travel restrictions. After analysing attendance data series and updating ticket price patterns, the authors design a classical attendance demand model to investigate alternative explanations for Disney's surprising re-emergence. The model generates estimates of critical elasticities with rival theme park admission prices, gasoline prices, airfares, income and currency exchange rate fluctuations. These findings are pitted against conventional wisdom in explaining Disney's resurgence.

Publication Date

1-1-2010

Publication Title

Tourism Economics

Volume

16

Issue

1

Number of Pages

235-250

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.5367/000000010790872097

Socpus ID

77952780291 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/77952780291

This document is currently not available here.

Share

COinS