Welcome to the magic: Exploring identification, behavior, socialization, and rivalry among fans of Disney’s theme parks

Abstract

The current study qualitatively investigates how fans of the Disney Theme Parks are introduced to the brand and how they perceive Disney and Universal Parks. Findings indicate that family plays a very important role in both introducing and building loyalty toward Disney and the Disney Parks. Further, both family and positive memory play an integral role in encouraging fans to continue their fandom of the Disney Parks. Finally, fans report favoritism toward the Disney Parks brand compared to Universal Theme Parks, but they refrain from displaying the level of out-group negativity and derogation toward the rival brand present in other fandom settings. Discussion focuses on the implications of the current study while introducing future areas of investigation.