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Euro Disney

4 Pages 1092 Words


Euro Disney opened in April of 1992, and was expected to be the biggest attraction in France. So what happened? Were the French not into Mickey Mouse, or were they not willing to adapt to American culture? Many reasons contributed to the initial failure of Disney, and it seems Disney underestimated their influence and popularity outside of the United States.
The Europeans, mainly the French, were not eager to pay hundred dollars a day at the theme park, swollen prices placed on American food like hamburgers and milkshakes, and additional costs from $110 to $380 for hotels per night. Yet is was not only the prices that kept people away. During this period, there was a transatlantic airfare war going on, which made it possible to fly to Orlando cheaper then to drive or fly to Paris and stay at the expensive hotels. Also, the 1992 Olympics were being held in Barcelona, Spain, and the Worlds Fair was in nearby Seville, which many people chose to go to instead of the new American attraction. All this was going on right at the beginning of a recession period for Europe, which made decisions for cheaper and economical vacations for people. Disney's biggest mistake was not researching the people who were supposed to account for fifty percent of the attendance, the French. Many of the French people viewed the Disney name and company as “American cultural abomination.” This was said because Disney exposed the American culture in its theme park than the French culture.
During the time of Euro Disney many French farmers were upset over how Disney purchased the land, which was at 1971 market value. Disney did not do homework at all. I believe the French wanted to know about the variety of rides and attractions that Euro Disney had to offer, not the image. Euro Disney was also not to serve alcohol in the park. The French being the worlds largest wine consumers, eating a meal without a glass is viewed as absurd. Without proper knowle...

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