Family Values In Disney

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Family Values and Consumer Culture The last misstep that the Walt Disney Company did not account for when they were building international theme parks is the differences in family values and consumer values across cultures. Family values are different in the United Sates than they are in Japan, France, and China. In the US, it is not uncommon for parents to take their children out of school to go on vacation to Disneyland or Disney World. Also, family vacations and family trips are important as American values. These values do not hold the same regard in other cultures as they do in American culture. Another aspect that may not translate well is the consumerism aspect of American culture. Americans are more likely to purchase souvenirs and…show more content…
The Walt Disney Company’s assumptions about French family values turned out to be wrong. The French do not share the same idea of family values as Americans at least when it comes to taking their children out of school. Spencer (1995) comments on European family values, “unlike American, Europeans will not take their kids out of school to visit Euro Disney [Disneyland Paris]” (p.104). Whereas in the United States, parents are more willing to take their children out of school for a vacation to Disneyland or Disney World. The attendance numbers at Disneyland Paris are affected by these family values. A current cast member at Disneyland Paris comments that when it is “official French Vacation for schools Disneyland Paris is crowded, but when it’s on a regular day the park is empty, in September we have sometimes less than 10,000 guests” (DLP Cast Member 3, 2017). Since French parents are less likely to pull their children out of school because they value education, Disneyland Paris has lower park attendance numbers. But what about during the peak season? That should make up for the off season low attendance like it does in the US parks. The French and Europeans in general also have a different mindset when it comes to vacationing…show more content…
Americans will go the Disney World or Disneyland and spend a week during different points in the year. Whereas, the French take their vacations all at once, and Disneyland Paris is viewed as a destination worth visiting only for a few days so the park does not seem worth it to Europeans to visit during their longer vacations. Spencer (1995) comments on this phenomenon, “unlike Americans, European vacation habits run counter to short, expensive visits to Euro Disney” (p.104). Europeans do not see Disneyland Paris as a destination park like American do with Disneyland and Disney World. They do not think there is enough in the park to stay for more than a day or two. Since the Walt Disney Company relies on guests staying for multiple days and guests continually visiting the park this hurts the attendance numbers and the revenues numbers for Disneyland Paris. The vacation habits are different which Disney did not account for, they just assumed locals would come to the parks on weekends or people would come visit for quick weekend trips like they do in the US. The difference in vacation mindset and the difference in family values helps to explain why the yearly park attendance numbers are lower than expected at Disneyland
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