Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 375–389

DOI: 10.18502/kss.v9i29.17269

Heyan DaiInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Vuttichat Soonthonsmaivuttichat.s@mail.rmutk.ac.thInstitute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok, Thailand

Shanghai Disneyland is a successful theme park that combines Disney magic with Chinese culture. Effective marketing strategies are crucial to influencing customer behavior and cognition. The 7P framework is widely used in marketing campaigns, and customer lifestyles significantly shape preferences and decisions. This study explores the impact of Shanghai Disneyland’s marketing strategy and customer lifestyle on customer loyalty, using data collected from an online questionnaire and analyzed with SPSS. The results show that marketing strategies and lifestyles influence customer loyalty, providing valuable insights into the park’s marketing strategy.

Keywords: 7Ps marketing strategy, Shanghai Disneyland, life style, customer loyalty

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