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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
The Walt Disney Company has been successful in developing adored brands for nearly a century. Although the company’s business ventures are in a wide variety of industries, Disney Parks and Resorts has become a staple of the company earning 20.3 billion dollars in revenue.
The Walt Disney Company theme parks would be nothing without its integral Disney branding. Utilizing characters and storytelling from both classic and brand new Disney brands, Disney Parks and Resorts creates a quality brand through unique theming and world class service.
This thesis will dive into the different areas of the Disney Parks and Resorts and how the company has managed and tailored their brand in these faucets to create an unforgettably Disney experience through storytelling and impeccable service.
The Walt Disney Company theme parks would be nothing without its integral Disney branding. Utilizing characters and storytelling from both classic and brand new Disney brands, Disney Parks and Resorts creates a quality brand through unique theming and world class service.
This thesis will dive into the different areas of the Disney Parks and Resorts and how the company has managed and tailored their brand in these faucets to create an unforgettably Disney experience through storytelling and impeccable service.
ContributorsHathaway, Catherine Elizabeth (Author) / Hass, Mark (Thesis director) / Paniagua, Krista (Committee member) / School of Community Resources and Development (Contributor) / Walter Cronkite School of Journalism & Mass Comm (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05
Description
This study examines how a commitment to service can impact and come to exemplify a company’s brand image, customer loyalty, and overall organizational success. It examines the history and evolution of customer service, as well as what commitment to service looks like in present-day businesses. It differentiates companies that have attained a reputation for superior service and companies that have struggled to overcome service failures. Trader Joe’s, The Ritz-Carlton Hotel Company, Chick-fil-A, Southwest Airlines, and The Walt Disney Company are identified as five companies that have attained a reputation for remarkable service. This study includes five analyses to understand each company’s mission, history, leadership, employee engagement, and organizational culture. This study synthesizes how an unwavering commitment to customers, emphasis on employee empowerment, and ability to embed service in culture are common themes that can significantly contribute to a company’s ability to develop a reputation for remarkable service.
ContributorsBarr, Chandler Wallace (Author) / Desch, Timothy (Thesis director) / Shick, Jennifer (Committee member) / Department of Management and Entrepreneurship (Contributor) / Department of Marketing (Contributor) / School of Community Resources and Development (Contributor) / Barrett, The Honors College (Contributor)
Created2020-05