Emily Drew, Katie-Clara Miller

Overview of Disney

• Founders Walt and Roy Disney
• Began 1923
• Started off as “Disney Brothers Studio”
• Mickey Mouse is the most known character (1928)

Overview of Disney:

• Media Networks
• Parks and Resorts
• Cruise Line
• The Walt Disney Studios
• Disney Products

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Problem Statement

Why are men and women, ages 18-28, not booking vacations with Walt Disney World Florida?

Research Objectives

• Would you book a vacation at Disney World?
• When was the last time you or someone you know went to Disney World?
• Where is your ideal place to book a vacation?
• What are the first five words that come to mind when you think of Disney World?
• What is your prefered amusement park?
• What factors push you towards or away from booking a vacation with Disney World?
• Who do you normally go on vacation with?
• When do you book your vacations?
• Where do you like to go on vacations?
• How often did you go to Disney World during the past five years?
• How do you determine where you go on vacation?

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Hypothesis

• The lack of nightlife prevents our age demographic from booking with Disney
• Too many young children deters our age demographic from booking with Disney
• It is too expensive for our age demographic from booking with Disney

Qualitative Research

• In class focus groups
• In-person interviews
• Mind Maps and Wordles of our top five objectives

How do you determine where you go on vacation?

Objective 1 Mind Map

What words do you associate with Disney World?

Objective 2 Mind Map

What are the factors that push you towards booking a vacation with Disney World?

Objective 3 Mind Map

What factors push you away from booking a vacation with Disney World?

Objective 4 Mind Map

How can Disney attract more young adult vacationers?

Objective 5 Mind Map

Data Collection, Research Population, and Sampling

• Sample size: 10 people
• Locations: New Jersey, Pennsylvania, Texas
• Collected over Facebook messenger

Zip Code Analysis

Data Analysis

Why are 18-28 year olds not booking with Disney?

Vacation Factors:

• Things to do/Sights to see
• Cost
• Location
• Time of year
• Past experience
• Reviews

Disadvantages:

• Expensive
• Long lines
• Location
• Childish/too many children
• Travel Expenses

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Consideration Set:

• Non Amusement parks
• Six Flags
• Hershey
• Dorney Park
• Universal Studios
• Other local parks

Key Findings

• Based on our research we found that:
• Disney is expensive for that age range, especially for full-time students
• Long lines are a problem
• Disney is perceived to be for children and is mostly occupied by children and families
• Too far away for many people, travel is expensive
• Other local amusement parks are just as fun and cheaper
• Many vacations are based off of what the parents want to do
• Most people vacation to other areas like beaches and Europe

Survey Question Recommendations

• We wanted to dig deeper into our top 5 objectives
• Get a better sense of the demographic (Income, Zip code)
• Get a better sense of the psychographic (values that are important to them)
• Wanted to know their recommendations and what would get them to book with Disney
• Whole goal: Figure out what could be changed at Disney in order to get more 18-28 year olds to book vacations with them

Quantitative Research

• Online survey
• moderate amount of difficulty to get responses

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How do you determine where you go on vacation?

• Most people look at prices and nightlife
• Activities were also rated high

What words do you associate with Disney World?

• A large amount of people said MICKEY MOUSE as the first thing
• Price and expensive as well as crowded were some of the negative

What are the factors that push you towards booking a vacation with Disney World?

• Nostalgia was stated the most
• Friendly and Family Friendly was also stated a number of times
• Food, rides and activities were not as popular

What factors push you away from booking a vacation with Disney World?

• Price was stated the most and second was children and lines

How can Disney attract more young adult vacationers?

• Most frequently stated was to lower prices
• Then there was a lot about adding new nightlife attractions

Data Collection, Research Population and Sample

• Sample size is 32
• 37 were collected
• weeded out the ones we can not use due to age requirement (18-28)

Data Analysis

• Gender:
• 33.3% are males
• 66.7% are females

Data Analysis

• Age
• All ages were in the 18-28 age range
• This question was strictly used as a weed out question

Data Analysis

• Marital Status
• 97% were single
• 3% were married

Data Analysis

• Children
• None of the respondents�had children

Data Analysis

• Zip Code
• The most �respondents(4) came�from 08822
• The second most (2)�came from 08080

Data Analysis

• Income
• 90.9% had income levels �of less than $30,000

Data Analysis

• Studies at a college/university
• 78.8% studies full-time
• 15.2% are not in college

Data Analysis

• Values-An exciting life
• 16 out of 32 rated an �exciting life on the lower �scale of the spectrum
• This means that half of the�respondents don’t hold �having an exciting life as one�of their main values

Data Analysis

• Values- Family Security
• 17 out of 32 people rated�Family Security at or below�6

Data Analysis

• Values-Freedom
• 15 out of 32 rated �Freedom at 6 or �below

Data Analysis

• Values-Pleasure
• 14 out of 32 rated pleasure�at or below 6

Data Analysis

• Values-Inner Harmony
• 16 out of 32 rated �Inner Harmony at or �below 6

Data Analysis

• Values-Health
• 15 out of 32 rated health �at or below 6

Data Analysis

• Values-Self Respect
• 10 out of 32 rated Self�Respect at or below 6

Data Analysis

• Values-True Friendship
• 12 out of 32 rated true �friendship at or below�6

Data Analysis

• Values-A World of Beauty
• 17 out of 32 rate a world �of beauty at or below 6

Data Analysis

• Values-Wisdom
• 12 out of 32 rated wisdom�at or below 6

Data Analysis

• Vacations per year
• 57.6% take vacations 1-2 �times per year
• 30.3% take vacations �less than 1 time per�year
• 12.1% take vacations 3 or�more times per year

Data Analysis

• Preferred Vacation Times
• 53.7% take their vacations�in the Summer
• 20.4% take their vacations�in the winter

Data Analysis

• Vacation Length
• 60.6% take vacations for�4-7 days
• 21.2% take vacations for�1-2 weeks

Data Analysis

• Primary Decision Maker
• Most people say parents 30.9%
• Friends 25.5%
• Family 21.8%

Data Analysis

• Disney Connotations
• Most people think of Mickey Mouse
• Most connotations are positive
• Magic and expensive are both 9.8%

Data Analysis

• Advantages of Disney
• Nostalgia
• Family Friendly
• Food

Data Analysis

• Disadvantages of Disney
• The main disadvantage is price 45.2%
• Line 33.9%
• Children 12.9%

Data Analysis

• The Disney Person
• Most people said “enjoyable”
• 3 people said “childish”
• 3 people said “basic”

Data Analysis

• Been to Disney
• 68.8% have been to Disney
• 31.3% have not been to Disney

Data Analysis

• Age of Last Visit
• Most people have either never been or have been there from the ages of 11-18

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Data Analysis

• Factors of Future Visits
• Most people said that they would go back for the experience
• 25.7% want it cheaper
• 11.4% said nothing can make them go

Data Analysis

• Advertising Sighting
• Most people said that the last time they saw an ad it was on TV
• Online had 15 mentions
• Social Media with 11

Data Analysis

• Timeshare Member
• Most people are not members of a timeshare

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Data Analysis

• Other Amusement Parks-Factors of Least Enjoyment
• People mostly do not like The lines and the Atmosphere of the parks
• A large amount of people do not like the food as well

Data Analysis

• Other Amusement Parks-Factors of Most Enjoyment
• 29.3% like rides
• 20.7% like the activities
• Merch. 12%

Data Analysis

• Pay for a Park Hopper Pass
• Most people will pay $25-$50
• The highest was $80-$100

Data Analysis

• Pay for a Day Pass
• Most people will pay $25-$50
• No more than $80

Data Analysis

• How to Attract more Young Adult Vacationers
• Most people want it cheaper (student Discounts)
• Nightlife and 21+ areas
• Other
• New rides
• old school movie nights

Conclusions

• Would you book a vacation at Disney World?�Based on the analysis of the data, it seems that most people in the demographic would book a vacation at Disney World if certain conditions were met. Therefore, it is reasonable to direct marketing towards this demographic and try and change or add features to Disney World to make it more appealing towards the demographic.
• When was the last time you or someone you know went to Disney World?�Many of them had been or knew someone who had recently, within five years, been to Disney. Therefore, the demographic is receiving updated reviews of what their friends and family currently think about Disney World.
• Where is your ideal place to book a vacation?�The ideal place to book a vacation includes places that have a lot of activities, aren’t expensive, and have a nightlife scene.

Conclusions

• What are the first five words that come to mind when you think of Disney World?�The words that came up most when they were asked for word associations with Disney World were fun, magical, Mickey, childhood, food, and expensive. Disney needs to work on changing the perception of expensive because it is a negative connotation.
• What is your prefered amusement park?�Prefered amusement parks are amusement parks that have a convenient location, fun activities and rides, and are not very expensive. For those that were interviewed, their most prefered amusement park seemed to be Six Flags since that is the park that they referenced the most and the one that they compared Disney World with.

Conclusions

• What factors push you towards or away from booking a vacation with Disney World? �The major factors that push the demographic towards booking a vacation with Disney World include if the primary decision maker, who for most is a parent, decides to go, it’s fun, it’s nostalgic, and there’s good food. The main factors that push the demographic away from booking a vacation with Disney World are expenses, relative location of Disney World compared to where they live, long lines, and lack of activities for young adults. Disney needs to try and change some of these factors that push the demographic away from booking vacations with Disney.
• Who do you normally go on vacation with?�The demographic seems to go on vacation with either family or friends.

Conclusions

• When do you book your vacations?�Most people in the demographic book their vacations in the summer. This means that Disney needs to direct their marketing efforts to summertime vacationers for this demographic.
• Where do you like to go on vacations?�Many people like to vacation to the beach, areas with historic sights like Niagra Falls, and take vacations for visit family members.
• How often did you go to Disney World during the past five years?�Approximately half of the interviewees had been to Disney World within the past five years.
• How do you determine where you go on vacation?�The three most important factors that determine where the demographic goes on vacation are costs, location, and activities.

Recommendations for Disney:

• Student discount
• Introduce nightlife sections
• Have times where the park is only open to people over a certain age
• Introduce new and thrilling rides

Questions?