The Walt Disney World Resort is a unique setting for meetings and conventions because it offers the Disney theme parks, but more importantly, it offers the opportunity to incorporate fantasy components into convention activities. Since Walt Disney World opened, Disney has capitalized on its use of characters by designing theme park attractions based on those characters. The opportunity exists to incorporate Disney fantasy and characters into meetings and conventions, which impacts decisions by businesses and meeting planners to use Walt Disney World as a convention site. The purpose of this study is to look at the influence of the fantasy components in marketing the convention facilities at Walt Disney World.
Available at: http://works.bepress.com/ctremblay/1/