Disneyland Destination: Customer Journey Map in Tourism Marketing

This report provides a detailed customer journey map for a visit to Disneyland, analyzing the customer experience across five stages: inspiration, booking, pre-trip, in-trip, and post-trip. The inspiration stage explores how social media influences initial interest, using the REAN model to evaluate reach, engagement, activation, and nurturing. The booking stage emphasizes the importance of flexible services and insurance options due to current travel uncertainties. The pre-trip stage analyzes customer involvement using the Consumer Involvement Model, categorizing Disneyland visitors as affective due to their high involvement and emotional connection. The in-trip stage focuses on the four-step travel model, highlighting key spots, problem-solving, financial management, and feedback. Finally, the post-trip stage stresses brand loyalty and purchase frequency through customer reviews and feedback. The report integrates various marketing and customer experience models to provide a comprehensive understanding of the Disneyland customer journey.

MARKETING TOURISM AND
EVENTS

TABLE OF CONTENTS
TABLE OF CONTENTS..............................................................................................................2
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
DISNEY LAND DESTINATION -CUSTOMER JOURNEY MAP..............................................4
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Tourism and events industry is one of the fast growing industry of the present time. The organizations operating under these
industries are highly concerned about the improving their customer's experience through the provision of the best quality services and
enhancing their satisfaction level. Marketing of tourism involves attracting visitors to a particular location where various
communication strategies are used for promoting different destinations and areas. In the present report, the customer journey map has
been developed for experiencing a chosen destination that is, Disneyland. With the help of various customer experience model, the
different stages of customer journey will be explained to highlight activities and feelings of customers at different stages.
MAIN BODY
Here is a customer journey map that has been developed in the context of a customer experiencing a visit to a destination
region that is, Disneyland. There are five different stages inspiration to booking to pre-trip, in-trip and next trip. The various activities
and feelings that a customer could have in all the above five stages has been incorporated in the customer journey map and will be
discussed in detail with reference to different models of service and experience that a customer is obtaining.

DISNEY LAND DESTINATION -CUSTOMER JOURNEY MAP

Inspiration: At this stage, the customer who is planning to visit certain destination like Disneyland here will get inspired by looking at
the photos posted by their followers or friends on social media and then undertake to share the ideas with their family members
(Terragni and Hassani, 20180. The touchpoint here is that the customer gets attracted towards the views, services, gaming zone,
facilities and various other attractiveness of the destination while looking at the photos. In the present time, travellers are more keen to
know about the safety measures in place at different touchpoints of the journey.
By applying REAN model, this stage could be evaluated in terms of how customer experiences the touchpoints here. The model is
useful in establishing coordination among different digital marketing channels and setting specific goals to them. This model provides
useful insights into the effectiveness of activities designed for attracting customers and developing KPIs accordingly.
R – Reach: Here a goal is set to reach the prospective customer by grabbing their attention and this can be done by the company to let
their target know about what problems the company will be going to resolve for the customers availing their services. Like in case of
Disneyland, they can market their services through indicating sufficient safety measures in place at all the touchpoints. In the present
of pandemic, such safety measures are very important emotional factor that has been consider while deciding for where to visit or
travel (Terragni and Hassani, 2019).
E – ENGAGE: Here the goal is set to establish closeness between the brand and prospect to encourage them to avail the company's
services. Disneyland can do so by posting their advertising or marketing campaign at social media and their own websites to ensure
customer closeness with the company or brand. Accordingly, customer can develop better idea about the company's services and
customer experience it provides.
A – Activate: Here the goal is made for ensuring that the customer will avail the company's services by subscribing on website and
reviewing advertisements of social networking sites. Here, the marketer to increase customer visits can design marketing plan in such
a way that ensure that it is accessible to the target audience and also it is persuading enough to inspire customer to visit Disneyland as
soon as possible (Bernard and Andritsos, 2017).

N – Nurture: The goal here is set to ensure that after looking at the company's advertisement at social networking sites, there must be a
lead generated and it turns into actual customer who returns to the company to make actual purchase of products and services. Here
marketer of Disneyland should devise such a strategy through which it can take a follow up of their viewers of advertisements at social
networking sites to ensure that they can turn their potential viewers into actual customers.
Booking: The environment within tourism and travel remains highly volatile due to quarantines, lock downs and cancellations that are
taking place during pandemic times. With this tragic environment, customers have become more concerned about their protection
against the financial loss and accordingly, putting more emphasis on availability of insurance services and booking flexibility
(Hamilton and et.al., 2021). At this stage, Disneyland should focus on providing flexible services where they can ensure that in case of
any unprecedented event, their customer will not lose anything on booking at their website and through different payment channels.
They can offer a supportive insurance facility along with the ticket booking through which their customer can recover their payments
if they loss on a reasonable ground. With this, customers who are more keen towards savings and not to lose anything, they could be
avail Disneyland's services.
Pre-trip Stage:
This a third stage of the customer journey map which cover the experience about the group of customers before the Disney
Land trip get started. This stage states the involvement of the customer in the purchasing of clothes and accessories, packing, cab
booking to the airport. The involvement of the consumer in this trip is identified and analysed using the Consumer Involvement Model
(Rakotoasimbola and Blili, 2019). The four category of this model are as follows:

 Informative: This is a category of the model where the involvement of the consumers is high, but they first learn about it, feel
it and then do it. For example, buying a car, diamond, land etc.
 Affective: This is another category which state the high involvement of the customers as the customers first feel about it, then
learn it and finally do it. For example, purchase of clothes, accessories for family members.
 Habitual: This category of consumer involvement model requires deep thinking but low involvement. This is basically a habit
of the consumers such as groceries purchase, vessel cleaner etc.

 Satisfaction: This is one of the last category which state that the involvement of the consumer is low but their feelings are very
deep. For example, fragrances purchase, personal preferences such as cigarettes, alcohol etc. (Rakotoasimbola and Blili, 2019)
On the basis of above analysis of model, it is further analysed and stated that the consumers of the Disney Land trip are
affective as their involvement in the pre-trip planning is high and the consumers also have deep feelings towards it. The consumer
experience that in Disney Land destination their looks matter a lot. That's why they purchase the clothes after properly analysing the
weather of Disney Land. The customers are also highly involved in booking cabs to the airports so that they can easily visit there to
start their journey. The packing of cloths and other important items are also an important part of the pre-trip planning of the consumer
journey or experience (Stock and Davies, 2019). On this basis, it is advisable to the tour operator that they have to offer this service
also to the consumers such as cab facility, updating them about the weather of Disney Land etc.
During the trip:
During the trip is a practise follow to complete he trip. Disney Land is a very popular destination. This is the second stage of
the trip planning and implementation stage. The four step model of trip involve trip generation, distribution, model applied traffic
assignment. All these are the four different stage that will support the customer during the trip to have the bets suitable experience of
the trip. This model demonstrates the fact that will further empower the stakeholder to sustain a good flow of operation in order to
channelise and deliver the operation further. This model has directed the respective stakeholder for addressing the requirement related
to completion of the trip (Wu and et.al., 2019). The Disney Land is among the premium destination in the travellers at a global level.
The role during the trip practice follow is that this model has directed the traveller to identify all the key Spots at the destination. The
four stage travel model has directed that During the completion of trip this practice will support the traveller to explore all the places.
The model also project that awareness is the key for the traveller to have the most memorable travelling experience on the trip. In such
a process this whole stage will allow the traveller to explore the places. IN such a time this will create a difference for the traveller to
have the most diversified travel and tourism experience.

The during the trip model has directed the fact that activeness is also a key feature associated with this model. The entire
practice has directed the traveller to be active at the venue. This involve taking instant level of decision that will support and empower
the stakeholder for addressing the massive level of success in the journey. The model has directed the fact that solving issue is also a
part of the travel journey. While exploring the Disney Land traveller will face various issue that needed to tackle down by the traveller
(N’Djetchi and et.al. 2017). This ability will support in addressing and overcoming all different issues and challenges of the traveller
to entertain the complete experience. The role of the problem solving provide the vital support to the traveller for overcoming all
different challenges which traveller face most of the time during the journey. This involve taking various instant decision at that time
so that the overall experience of the whole trip can improved by the travellers. Taking decision is significant part of the traveller as it
would allow the stakeholder for approaching the entire journey in the best way possible. Further the role decision-making would play
is to allow the traveller for overcoming all different issues and aspect associated with the travelling. Further this is empowered for the
stakeholder for gaining the right experience in the whole process.
The In trip stage of the entire travel experience involve financial management stage as well. The model allows the traveller to
continuously analysis the financial resources. Many time the expenses become more which result into the reduce travel budget for the
traveller. Henceforth, in such a process this will certainly influence the traveller for exploring the entire experience in the best way
possible. Further the role of this entire practice is to support the travellers for exploring the entire travel experience in the best way
possible (Osseni and et.al., 2020). Financial management involve analysing the available financial resources and also the management
of the available resource sin process to mitigate all different expenses incurred at the travel journey. The whole practice of financial
management supports the traveller to control the budget and also made the most out of the available budget. Disney Land is a costly
destination that require suitable technique of financial management so that traveller can enjoy t bets of the experience in order to
entertain the entire trip. Further the role the financial management will play is to support the traveller for holding the most effective
planning for the trip and to sustain the bets financial control during the trip.

Feedback is another crucial stage of completion of the trip. This is important that the traveller must provide the suitable
feedback about the entire travel experience enjoy by the individual. This will further allow the traveller to have a suitable review about
all different services entertain by the travel. This practice will play the vital role for the other traveller as well while planning for the
travel journey.
Post trip: At this stage of customer journey, the marketer at Disneyland needs to ensure the development of loyal brand following
along with enhancing their purchase frequency. There are various tools through which Disneyland can obtain valuable information
such as customer reviews and feedback from time to time which in turn is helpful in understanding customer preferences and tailoring
future deals and needs accordingly (Berendes and et.al., 2018).
This stage can be explained with the help of AIDA model which indicates advertising effect model useful for identifying the stages
through which an individual pass while making purchase of a product.
A – Attention: It is very important to grab the attention of target audience on regular basis, so that the customer cannot even think of
switching to competitors at any stage of their purchase journey and also not after making purchase to switch to other for the future
purchases. Therefore, it is necessary for the marketer at Disneyland to create an attractive content regularly to ensure that their
customer gets sufficient awareness regarding the developments, modifications and attractive offers in the company's services.
I – Interest: It is very necessary to generate interest amongst target audience to ensure that they will repeat the purchase in future. This
is done by marketer through informing more about their product and services to their customers regularly. Therefore, it is suggested to
marketer at Disneyland to ensure regular posting of advertisements on social networking sites to inspire their customers to visit again
and again (Towers and Towers, 2021).
D – Desire: The marketer at Disneyland need to focus on their marketing content to ensure that they have included all the attractive
and innovative feature of their entertainment services which in turn helpful in creating or stimulating desire among customers to
initiate planning for visiting Disneyland once again in the future.

A – Action: The marketing efforts and entertainment service quality of Disneyland should be such which ensures that the customer
will initiate their actions towards making purchase of the company's product both in the present and repetitive purchase in future.
CONCLUSION
From the above report it has been concluded that customer journey map is a very useful tool for marketer in understanding what
marketing efforts are needed at different stages of consumer's journey. In this report, by referring to various model such as REAN,
AIDA, consumer involvement model, etc. The customer's feelings and activities at different stages of the journey can be determined
and accordingly, marketing efforts and activities are directed towards providing better service quality and experience to customers
both in the present and future.

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