Disney's planned theme park project will become the world's fifth Disney theme park, after Disney built four parks around the world, including two in the United States, one in Paris, France, and one in Tokyo, two Disney parks in the United States are very successful, and Disneyland in Tokyo is the most popular Disneyland in the park, in contrast, Disneyland in Paris is a bit worse, the number of visitors is far lower than expected, and the park is operating at a loss year after year.

If the success of Disneyland in the United States and Disneyland in Japan made Disney Company confident in the expansion of theme parks, then the failure of Disneyland Paris also made Disney Company cautious about the overseas expansion of parks.

Disneyland is a theme park with cultural connotations, and it is regarded as a cultural export overseas. American culture was born in Europe and can be said to be the same as European culture, but Europeans have mixed feelings about Americans who originated in Europe and now surpass Europe. This tendency is most obvious in France, the French call themselves a romantic country, rich in emotion, advocating self-esteem, and have a strong sense of national pride, and their acceptance of American products is not high, they think that Disney is a kind of cultural imperialism, and they are worried that American culture will have too much impact on European cultural traditions, and even replace it, and psychologically repellent, so that when the park opened, there were demonstrators in France. Ketchup and Mickey Mouse roll-it-home signs welcomed Disney's opening, some intellectuals even viewed Disneyland as a pollutant of European culture, calling it a hateful American culture, and the mainstream press was repulsive to Disney, sneering at every Disneyland failure.

This mentality of Europeans is very easy to understand, the United States used to be a barren land, it was the Europeans who discovered and developed the United States, and the first people to go to the Americas were all inferior people in Europe, and Europe at that time was the world hegemon, the center of the world, and the United States was nothing but a colony of Europeans. However, after the two world wars, the United States became the world's boss, and in the face of the pressure of the Soviet Union at that time, Europe after the war had to take refuge in the United States and recognize the Americans as the boss.

The economic and military strength is not comparable, the Europeans have no choice, but they can find a sense of superiority in culture and history, after all, the Americans only have a history of a few hundred years, which can be called a cultural desert, but with the rise of the United States, the American culture is becoming more and more powerful, Hollywood culture has swept the world, and the same has swept European cinemas, similar phenomena have long aroused the vigilance of Europeans, and the European media often make voices to resist Hollywood movies and cultural invasions.

In this context, Disney has entered Europe in a big way, and it is directly stationed in Paris, the center of European culture, and Europeans must be unhappy. Paris has always been the vanguard of the boycott of American culture, and after Disney entered Paris, the media in Paris promoted the theory of American cultural threat, and demonstrations continued, and in such a situation, Disney tourists will definitely be affected.

Of course, there are many reasons for the failure of Disneyland Paris, such as the opening of Disneyland in Paris, when Europe fell into a severe recession cycle, the economic recession led to a change in the consumption concept of Europeans, conservative Europeans became more frugal, and Disneyland in order to achieve the revenue target, the price of park tickets and hotels is relatively high. The popularity of Disney in Japan made the Disney company confident in the attraction of the park, and they believed that Disney would also be popular in Europe, where there was only one Disney and was a monopolist, so the price could be set a little higher. In the end, the ticket price of Disneyland Paris far exceeded that of Disneyland in the United States, which only cost $30, while Disneyland in Paris cost more than $40. The price of the Disney Hotel has reached more than 300 US dollars, and the economic depression meets the expensive ticket price, and the results speak for themselves.

But in general, the main factor that led to the failure of Disneyland Paris was cultural, and the Europeans did not worship Disney culture as crazy as the Japanese, because it was just after the opening of Disneyland Paris. Between '92 and '96, the number of visitors to the top 10 theme parks in Europe increased by an average of 42%, and the largest theme park in France, Paradise of the Future, also saw an average growth rate of 115% in visitors far more than Disneyland Paris. It can be seen that it is not that the theme park market is not good, but that Disneyland has encountered a problem in France.

It is precisely because of the failure of Disneyland in France that Disney has become more cautious when building new projects overseas. Compared with Europe, Asians are more enthusiastic about Hollywood culture and Disney culture, and the economic development of Asia, especially East Asia, is also very rapid, which makes Disney choose Asia to build the world's fifth and third overseas theme parks.

Although Pujiang and Xingang were negotiating with Disney to build new projects, Disney was more inclined to Xingang before, in Disney's view, Xingang is an international metropolis, and the local consumption level of Xingang is relatively high, and Xingang people can afford Disney's high ticket prices. In addition, if the park is built in Xingang, it can also attract tourists from Southeast Asia and China, making the radiation area of the park more extensive.

On the one hand, the return of Xingang and the closer relationship with the mainland made Disney Company believe that the park in Xingang would be more attractive to mainland tourists, and on the other hand, the financial crisis in Southeast Asia caused a serious economic setback in the region, which also meant that the region's tourism spending power declined.

Compared with the decision of Disney in Paris, this time Disney Company has obviously done more thorough market research, and there is no problem with the cultural environment of Xingang and Pujiang, and the Chinese people's enthusiasm for Hollywood culture and Disney culture is no less than that of Japan. Compared with Xingang, the mainland's spending power is limited and the price level is relatively low, and Disney Company is worried that the mainland's spending power will not be able to afford the high price of Disneyland tickets and services, so they prefer Xingang. Xingang has the guarantee of local tourists, and at the same time can attract mainland tourists, and the economic and transportation conditions of Xingang are also better than those of the mainland.

However, Disney is an American company, and their market research cannot be exhaustive. In fact, the psychology of social consumption is very complex, and it is difficult for even local companies to grasp it all, and for a project like Disneyland, which has a huge investment and very high operating costs, any market factors that are not taken into account may have a great impact on the market performance of the project.

Disney Company is very optimistic about the Xingang project, but in fact, Xingang Disney is not successful, although they are a little better than Paris, but Xingang Disney later fell into the quagmire of losses, and then finally achieved profitability, and fell into a state of growth stagnation, which made Disney start the Pujiang Disney project again.

There are many reasons why the Newport Disney project is not so successful, but it is important to note that Newport's local consumption capacity is limited, and the number of consumers entering the park each year is not enough to support Newport Disney's operational requirements. Although Newport Disney can attract tourists from Southeast Asia and China, especially in South China, in order to promote the development of Xingang, the government has also been promoting the convenience of travel between the mainland and Xingang, but a large number of mainland tourists have poured into Xingang, which has brought some problems to Xingang with few people and more people, and the collision of Xingang and mainland culture has also led to conflicts between local residents and tourists, so that the government has to restrict mainland tourists from going to Xingang.

And even without these restrictions, without the Pujiang Disney project, Newport Disney has never achieved the operational benefits of Tokyo Disney, because the number of local tourists is limited, and mainland tourists to Newport is not much easier to travel than abroad, considering the price of outbound travel, the cost of traveling to Newport Disney will obviously be higher, which also limits the number of mainland tourists at Newport Disney.

Due to the intervention of Fangxia Group and Tangsheng Group, Disney has become more cautious in the choice of Xingang and Pujiang, believing that the mainland's spending power is not as good as that of Xingang, and although Hollywood dominates the mainland's cinemas and box office, the scale of movie-watching is still very limited. However, due to Disney's cautiousness, compared with another time and space, they waited for the Golden Week that began to be implemented in China last year, and the implementation of Golden Week made the mainland's tourism market burst out with unprecedented energy, and this will be a huge market with a potential of more than one billion people.

In another time and space, when the Golden Week policy was introduced, Disney had signed an agreement with Newport to launch the Newport Disneyland project. But in this time and space, due to the intervention of Fang Xia and Tang Sheng, Disney's decision-making was not so fast, and when they saw the power of the Golden Week, they immediately realized that a huge tourism market was about to erupt.

Although the tourism market of the first Golden Week has not yet fully exploded, the explosive power has already made people see the future trend, which is an incomparably vast force. Although the economy of the mainland is not as developed as that of Xingang, and the gap in per capita income is also very large, there are also a large number of people in the mainland who have become rich first, as well as the middle class that is growing rapidly......