Disney's Return to Theme Park Dominance in Florida

Bradley M. Braun and Mark D. Soskin

Tourism Economics, 2010, vol. 16, issue 1, 235-250

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.

Keywords: price coordination; parallel pricing; theme park demand model; theme park demand elasticities (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:16:y:2010:i:1:p:235-250

DOI: 10.5367/000000010790872097

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