Cinderella’s Castle
This blog post focuses on the corporate and organizational culture found in Walt Disney World. By using a functionalist approach and studying the park’s branding strategies, employee conduct, and incorporation of Disney values into park practices we will discover how Walt Disney World continues to be one of the most sought after tourist destinations in America.
Walt Disney World has branded itself as being a place “Where dreams come true.” With focuses on magic, dreams, and fairytales, Disney has successfully built themselves a reputation that promises magical adventures, dreams coming true, and fairytales awaiting every guest to walk through their park’s gates. By branding themselves as a magical place where dreams really do come true, Walt Disney World has successfully maintained their position as the top tourist attraction in Orlando, FL since its opening in 1971. Their branding strategy is remarkably successful, as exhibited by survey responses describing Walt Disney World’s atmosphere as “magical,” “welcoming,” and “the happiest place on Earth.”
Disney explicitly states six key values that they hold and that they expect their employees to promote: innovation, quality, community, storytelling, optimism, and decency. These values are exhibited by different actions taken by Walt Disney World and its Cast Members.
Every guest that comes to Walt Disney World is simultaneously receiving a one of a kind Disney vacation while still being a member of the vast Disney community. Disney has made it their goal to make their park goers feel as though they are getting a special, one of a kind experience rather than feeling like they are just another face in the crowd. By making park goers feel as though they are guests within the world of Walt Disney, Disney is able to make it’s guests feel valued by the franchise and feel as though they are part of the Disney community. This is incredibly important to Disney, because by making park guests feel valued, important, and special, Disney is connecting with their guests on an emotional level. This emotional connection is one of the biggest ways that Disney is able to hold such a large following and continue to get repeat customers. The best resource Disney has that allows them to make these important, emotional connections is through their employee interactions with guests.
Disney Cast Members lending a helping Mickey hand
Employees at Disney are referred to as “Cast Members.” Cast Members at Disney have one of the most important jobs in the parks because they are the people that personally interact with park guests on a one-on-one basis every single day. Cast Members are ultimately responsible for upholding high standards of quality for not only service, but also the quality of guest’s Disney experiences. Disney recognizes the important role these Cast Members play, stating that “Our Cast Members and employees are the cornerstone of our magic.”
Cast Members must exude professionalism, compassion, and graciousness at all times. Upon hiring, every Cast Member is given a lengthy “Standards of Business Conduct” that details all the legality rules Disney expects their Cast Members to follow. These legal issues include scenarios ranging from accepting money from park guests to copyright infringements. The legal responsibility held by Cast Members is vast, but Disney regards it as being necessary, stating that “We count on every Cast Member and employee to follow the letter and the spirit of those U.S. laws that may apply.”
In addition to the legality issues surrounding Disney Cast Members, they also must follow an incredibly detailed “Disney Look Book” that describes what types of appearances Cast Members must adhere to. With rules on aspects such as hair length, fingernail length, tattoo and piercing visibility, and skin exposure, Disney ensures that all of its Cast Members have a “classic” look. This strict dress code helps Cast Members to promote the decency value that Disney so clearly has. With a focus on family and children, decency is at the top of Disney’s priorities.
These specific rules on legal issues and personal appearance that Disney expects of all its Cast Members show a bigger picture of what Disney is all about. They strive to provide a family-friendly atmosphere that will be welcoming to people of all origins, cultures, and ages. With millions of guests visiting Walt Disney World every year, Cast Members must have specific rules and regulations to ensure that special, “magical” moments and memories can be made for every guest. By making sure that employees embody the essence of Disney, Walt Disney World is not only ensuring their name is not tarnished by unruly Cast Member actions, but they are also ensuring that guests have the utmost magical experience possible.
Optimism is another crucial value that falls into the hands of Cast Members. Walt Disney World radiates optimism from every angle. Based on our survey results, guests that attend Walt Disney World typically have incredibly positive things to say about the Disney Cast Members. When asked about their experiences with Disney Cast Members, survey takers responded with some notable answers that highlight the optimism and quality of service provided by Disney Cast Members: “Everyone was so happy and willing to help with what I needed,” “Went out of their way to make us feel special,” and “Always amazing guest services at Disney.” However, a select few survey responses came back with incredibly negative comments about Disney’s customer service and guest relations. One responder stated that “Disney made me feel like a face in the crowd,” which is the exact opposite intention of Disney’s meticulous Cast Member training and rules. Disney can obviously not ensure a magical experience for every single park guest, but to improve upon current conditions they should try to look out for and please disgruntled guests like the one above.
One of the key ways that Disney is able to keep the magic alive in Walt Disney World is through innovation. Walt Disney World is constantly changing, with some rides being updated while other brand new ones are built. Walt Disney World has rarely “gotten rid” of a ride, with the exception of a small handful that became outdated. Rather than get rid of old rides, Walt Disney World has chosen to update and modify their current rides but also to expand their parks numerous times to accommodate both their old rides and build new rides. In 2013, Walt Disney World’s Magic Kingdom went through the biggest expansion in the park’s history with the opening of New Fantasyland in 2014 that expanded the park by 25%. Walt Disney World’s Animal Kingdom is currently under renovation and expansion that is the biggest expansion in Animal Kingdom’s history. The new section of the park will include thrilling technological advances that will help portray the famous world of AVATAR from James Cameron’s movie franchise.
The new MyMagic+ bracelet
Walt Disney World is constantly using technology to innovate and update their parks.
Recently, they have created a new, state of the art system known as MyMagic+. The new, multi-million dollar system is being implemented in Walt Disney World with the hopes of creating a better park going experience and increasing guest’s happiness. The system interconnects the entire park, from room keys to park tickets to Fast Passes, all on a small electronic bracelet that is worn on the wrist of a park guest. The bracelet allows guests to plan their trips in advance and store all the information on the electronic bracelet. The bracelets will simultaneously act as guests roomkeys, credit cards, park tickets, meal plans, fast passes for attractions, and schedule of events. Disney recently launched a “Be Our Guest” campaign to help promote the new MyMagic+ technology while simultaneously promoting the idea of the personalized Disney vacation. The MyMagic+ system is unlike any other technology currently on the market, and it gives Walt Disney World an innovative edge over its competitors.
Ultimately, what sets Walt Disney World apart from Universal Studios is Disney’s strive for individualized, magical experiences for each and every one of their guests. Routinely in our research we found that Disney Cast Members were trained to embody Disney values and to go out of their way to make park guests have the most wonderful vacations possible, and people typically praised Disney for their success in this realm. Disney Cast Members make park goers feel as though they are guests within the parks, and they make personal, emotional connections with guests to help make them feel important and special.
Although both Disney and Universal are theme parks hailing from Orlando, FL, they continue to thrive as neighboring competitors. This is able to happen without one failing because both parks cater towards different styled vacations. While both parks accommodate family themed vacations, Universal provides a thrilling, adventure filled vacation, whereas Disney provides a magical, fantasy filled vacation. Because of the differing style in their parks, many vacationers choose to go to both parks to get a taste of adventure AND a taste of magic.
We hope you have a magical day!
Walt Disney World vs. Universal Resort 