Definitely not Disney: Optimal strategies for heritage tourism

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

No other theme park splits opinion as much as Disney’s hugely successful parks around the world. Whether it is Orlando, Tokyo or Paris, millions of Disney enthusiasts young and old enjoy visiting the parks every year, thus perpetuating Walt Disney’s original Technicolor Vision. But while wildly popular, they are not everyone’s cup of tea – certainly many parents regard a trip to Disney with a mixture of dread and financial concern at just what the whole enterprise may eventually cost them.

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2015), "Definitely not Disney: Optimal strategies for heritage tourism", Strategic Direction, Vol. 31 No. 7, pp. 32-34. https://doi.org/10.1108/SD-05-2015-0080