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Description
This study examines the The Disney College Program, a semester-long paid internship hosted by the Walt Disney Company employing more than 10,000 students each year. With over 120,000 alumni in the past 10 years, this program offers students housing and community building opportunities within the "Living" component, college credit courses within the "Learning" component, and on-the-job experience at Disneyland Resort and Walt Disney World theme parks through the "Earning" component. Specifically, the research focuses on Walt Disney World in Orlando, Florida. The researcher conducted a 39-question online survey prompting 1,749 responses from Disney College Program alumni to help answer the following research questions: (1) Who are Disney College Program Cast Members, (2) What is their level of satisfaction with the program, and (3) Are they influencers? This study uses theoretical elements (e.g. levels of adoption, influencers and brand loyalty) to describe influence and psychological effects to describe satisfaction (e.g. indoctrination, human motivation and Stockholm Syndrome). With the findings showing discrepancies between the ratings of "Living," "Learning," and "Earning" and the average overall rating, some questions arise about the program's tendencies to form tightly cohesive groups approaching elements of Stockholm Syndrome and cult-like ethos. Focusing on the 1,490 of 1,749 respondents from Walt Disney World in the past 10 years, the study concludes that Walt Disney World College Program alumni are not influencers nor advocates, but rather evangelists (i.e., zealous advocate) and loyalists.
ContributorsMcgowan, Sloane Shea (Author) / Matera, Fran (Thesis director) / Archer, Ciara (Committee member) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism and Mass Communication (Contributor) / College of Public Service and Community Solutions (Contributor) / Barrett, The Honors College (Contributor)
Created2018-05
Description
Walt Disney dove into his first theme park project in 1955 with Disneyland Park in Anaheim, California in order to have a safe, clean place he could enjoy with his daughters. However, he knew to make his park a success, he would need to do so without sacrificing the elements of storytelling that made him famous. What sets Disneyland apart from other theme parks such as Six Flags Magic Mountain or nearby Knott‟s Berry Farm is an intense attention to detail for storytelling and the creative integration of the most innovative, immersive interactions possible for the guests. The key to the overall company‟s success is storytelling, therefore the key to Walt Disney Parks and Resorts lies in their dedication to providing the best overall experience for their guests by immersing them into a story they can easily engage in. The Walt Disney Company has, in recent years, made extra efforts to make the experience of the guests more interactive (Malmberg 144). The demand for this type of interactive experience has increased since such media forms as contemporary commercialized video games became popular to the mainstream, acclimating audiences to more engaging experiences. Park visitors now desire the freedom to move within a certain setting in order to create their own story and to have forms of control over their interactions with the environment.
ContributorsMiller, Cassie (Author) / Daer, Alice (Thesis director) / Miller, Keith (Committee member) / Hayes, Elisabeth (Committee member) / Barrett, The Honors College (Contributor) / College of Liberal Arts and Sciences (Contributor)
Created2012-12