BS in Recreation, Parks, and Tourism Administration
Recreation, Parks, and Tourism Administration Department
Customers focus on different values when looking for a travel experience. Experiential marketing is able to connect customers with companies and experiences that match their values, including ecotourism and nature-based experiences. The Walt Disney Company is an international brand of entertainment features and is able to provide guests with customized experiences. The purpose of this study was to examine experiential marketing techniques in relation to the Walt Disney Company’s ecotourism and nature focused experiences. The researcher used a best practices matrix on the Walt Disney Company, Disney’s Animal Kingdom, and Disney’s Aulani Resort and Spa. This study found that the Walt Disney Company is effective in their experiential marketing efforts regarding ecotourism and nature-based experiences for guests who value sustainability. In order to continue to market ecotourism and nature-based experiences effectively, Disney should understand their target market and research the lasting effects of their experiential marketing efforts.