1. Internationalization of Disneyland
Christina Bisaillon & Vy Dinh

3. The first Disneyland was open in 1955, in Anaheim, California

4. Timeline of Disneyland’s expansion
1983: Open Tokyo Disney Resort
1992: Euro Disney (later renamed Disneyland Paris) was open
2005: Open HongKong Disneyland
2016: Shanghai Disney Resort

5. International expansion of Disneyland
Current locations, popularity, and size:
Name
Opening year
Location
Size
Number of visitors
Tokyo Disney Resort
Tokyo Disneyland
Tokyo Disney Sea
1983
Tokyo Bay Area - 10km from Tokyo station
200ha
30,200,000 (2015)(a decrease of 3,8% compared to 2014)
Euro Disney (later renamed Disneyland Paris)
Disneyland Park
Walt Disney Studio Park
1992
Marne-la-Vallée - a new town, 32km from Paris
1900ha
14,800,000 (2015) (increase 4,2% compared to 2014)
HongKong Disneyland
2005
HongKong
28ha
6,800,000 (2015) (a fall of 9,3% compared to 2014)
Shanghai Disney Resort
2016
Shanghai
400ha
Average around 20,000 visitors a day ->7,3 millions a year (2016) (estimated)

6. Disneyland Tokyo & Disneyland Paris Comparison
Opening Year
1983
1992
Cost
$1.4 billion
$5 billion
Annual attendance 2015
16.6 million
10.3 million
Price for one-day adult ticket
$66
$91
Disneyland Park size
113 acres
140 acres
Disneyland Resort Parks included
Disneyland Tokyo, Tokyo DisneySeas
Disneyland Paris, Walt Disney Studios Paris
Walt Disney Studios -
62 acres
Tokyo DisneySeas
122 acres
Disneyland Resort size
494 acres
4,800 acres
Proximity to city
10km
32km
Nationalities of visitors in 1999
95% Japan, 5% out of Japan
40% France, 15% Germany, 10% Holland, 10% Belgium, 10% UK, 8% rest of Europe, 7% all others

7. In the first year 1992, it attracted only 6
In the first year 1992, it attracted only 6.58 million visitors way below the projected 11 millions visitors. Only 30% of those visitors were French
By 1993, Euro Disney debt has mounted to $3.8 billions.
By late 1993, the share price has reached the low of $6 per share compared to the peak of $26 per share early 1992.

8. Disneyland Paris Analysis
Despite being in the same category of Western culture, American and French cultures are very different.
Food and drink culture:
Policy of serving no alcohol, no smoking
Failed to realize Europeans habit of set meal time, dining habit of a few hours and their dislike for fast-food style restaurants.
Different vacation habits
Preferred transportation means
Europeans reacted negatively to many of the Disney-ized versions of what are traditional European stories folk tales (Snow White, Cinderella, Sleeping Beauty, etc.)
Euro Disney was seen as an American experiences and imperialism.
Operations
Appointed chairman of Euro Disney was American with “arguably” strong ties with France
American working practice: dress code, etc.
Disney bought out the surrounding land and didn’t get the support from the locals. They were seen as greedy

9. 2013: celebrated its 30th anniversary, attracted more than 500 millions visitors altogether - roughly 4 times the entire population of Japan.
In the first year alone, 1983, it attracted 10 million visitors and the number gradually increases every year.
The popularity of Tokyo Disney is said to change the flow of Japanese movement during summer holiday

10. Disneyland Tokyo Analysis
Location: Tokyo Disney Resort is located in Tokyo Bay Area, only 10km from Tokyo Station.
Timing: five-day working system was first introduced in Japan in the 1980s which enabled people to have more time for leisure.
OLC - the management company of Tokyo Disney Resort attributed their success to create “real non-ordinariness” or the “world of dreams in reality”.
Place for young girls to go on dates because they love “kawaii” clothing and toys.
Prey on the culture of souvenirs, Japanese love purchasing souvenirs.
They adapted the rides to Japanese sayings and old tales.
Tremendous success of Disney as a force of popular culture in Japan.

11. Disneyland Paris turnaround
New management
Switch from American manager to French manager in 1993.
New chairman was Philippe Bourguignon, a Frenchman.
Price reductions
Cut prices for admission tickets
Reduced prices or hotels at Disneyland Resort
Food/beverage changes
Introduction of alcohol into the park
Sit down restaurants in addition to fast-food style
Corporate policy changes
Change from English only speaking to meetings allowed in French and interpreters hired
Relaxation of company dress code policy
Corporate philosophy became more aligned with French culture
Cultural adaptations
Turned shows and settings into French style (logos and colors of buildings became more French)
Renamed Euro Disney to ‘Disneyland Paris’
Bigger celebration of French events and holidays rather than American

12. European amusement park industry outlook 2015-2019
Rest of the Region totals include Eastern Europe overall attendance to rise by a projected 2.5 percent compounded annually to nearly 183 million in 2019 from 161 million in 2014.
Another developing trend is the emergence of Eastern Europe as a theme park market. In Turkey, for example, Vialand opened in 2013 as part of a $650 million theme park/shopping center investment. DreamWorks is planning theme parks in Russia and a new park is planned in Poland.
The underlying market in Europe is strengthening. While we do not expect the dramatic increases in Europe like we expect in Asia, there are a number of new trends including adding domed attractions that provide 360-degree experiences, new parades, immersive experiences, and flyovers.

13. Recommendations for Disneyland in Europe
Disneyland Prague
Disneyland Lisbon
Location
Prague, Czech Republic
Lisbon, Portugal
Weather
0-18°C year-round
11-24°C year-round
Potential clientele
Central European location will draw a diverse crowd. Proximity to Germany and Poland may bring German and Polish tourists.
Spaniards and Portuguese primarily. Proximity to Spain will draw in Spanish tourists.
Political/economic factors
Stable government and prosperous market economy
Stable government and service-based economy
Current amusement parks
none
Average monthly salary
EUR 930
EUR 860
Population in the city
2 million
2.8 million
Population in the country
10.55 million
10.35 million
Tourism
11th most popular country destination in EU
9th most popular country destination in EU

14. Sources
Milman, A. (2010). The global theme park industry. Worldwide Hospitality and Tourism Themes, 2(3), pp
TOYODA, Y. (2014). Recontextualizing Disney: Tokyo Disney Resort as a Kingdom of Dreams and Magic. Social Science Japan Journal, 17(2), pp
Csus.edu. (2017). DISNEYLAND TIMELINE. [online] Available at: [Accessed 29 Apr. 2017].
Themed Entertainment Association (2016). TEA/AECOM 2015 Theme Index and Museum Index: Global Attractions Attendance Report. [online] Themed Entertainment Association. Available at: [Accessed 29 Apr ].
Mullen, J. (2017). Disney's new Shanghai park is no blockbuster yet. [online] CNNMoney. Available at: [Accessed 29 Apr. 2017].
Karadjova-Stoev, G. and G.Mujtaba, B. (2016). Strategic Human Resource Management and Global Expansion Lessons From The Euro Disney Challenges in France. International Business and Economics Research Journal, Volume 15(Number 3).
Geert-hofstede.com. (2017). Countries - Geert Hofstede. [online] Available at: [Accessed 29 Apr. 2017].
Wilkofsky Gruen Associates (2015). IAAPA Global Theme and Amusement Park outlook [online] International Association of Amusement Parks and Attractions. Available at: [Accessed 2 May 2017].