Theme Park Brand Communication Compared

As it’s known to all, tourism is a promising industry with hugepotential in Twenty-first Century. The blossom of tourism of one countrywould give impetus to the country’s economy. As a crucial part of tourism,theme park gains more and more attention these years. There’s no doubtthat Disney is the most successful theme park in the world. It has a longhistory and is widely distributed around the world, attracting thousands oftourists everyday. Its success may owe to its brand effect in some degree.The establishment and communication of the brand is worthy to be closelyanalyzed and studied.The article will firstly address the aim and value of this theme, explainthe theory and methods, review the literature, expound the brandcommunication and the culture and advertisement that influence it. Thenthis article would present a whole picture to the readers of theme park andbrand communication by comparing Disney with Chinese theme parkHappy Valley and analyzing the current situation of them. The comparing ismade from four aspects, which are brand ecology, brand communication ofstatic process, brand communication of dynamic process and the effect ofcommunication. The comparison reflects following advantages of Disney.It makes good use of multimedia communication and its brand awareness,provides pertinent promotion and high-quality after service. Meanwhile, wealso get to known the weakness of Chinese theme park’s brandcommunication. Hence the article offers some suggestions: attach dueimportance to the brand’s establishment, professionalize its brandcommunication, infuse the culture and advertisement’s effect into its brandcommunication to gain sustainable development and innovation of it.This article elaborates the theme park’s brand communication by casestudy and comparison of Disney and Happy Valley. It points out theshortcomings of Chinese theme park’s brand communication and providessome suggestions, hoping it would be of help to relevant research to betterChinese theme park...