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Disney's Return to Theme Park Dominance in Florida

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  • Bradley M. Braun
  • Mark D. Soskin

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.

Suggested Citation

  • Bradley M. Braun & Mark D. Soskin, 2010. "Disney's Return to Theme Park Dominance in Florida," Tourism Economics, , vol. 16(1), pages 235-250, March.
    • Handle: RePEc:sae:toueco:v:16:y:2010:i:1:p:235-250
    DOI: 10.5367/000000010790872097
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    References listed on IDEAS

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    1. John Loomis & Lynne Caughlan, 2006. "The Importance of Adjusting for Trip Purpose in Regional Economic Analyses of Tourist Destinations," Tourism Economics, , vol. 12(1), pages 33-43, March.
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    Cited by:

    1. Alexander, Matthew & MacLaren, Andrew & O’Gorman, Kevin & White, Christopher, 2012. "Priority queues: Where social justice and equity collide," Tourism Management, Elsevier, vol. 33(4), pages 875-884.
    2. Leask, Anna, 2016. "Visitor attraction management: A critical review of research 2009–2014," Tourism Management, Elsevier, vol. 57(C), pages 334-361.

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