Ticket to Technology: Embracement of Digital Marketing in the Theme Park Industry
Reynolds School of Journalism
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Among the most classic of American family vacations are theme park visits. The most popular theme parks today have embraced technology in attempts to increase park attendance and strengthen the online and digital presence of the company. The top competitors in this industry are Disney Parks, Universal Studios and Six Flags. This thesis determines which of these companies has embraced digital marketing more strongly and efficiently than competitors by examining what theme parks have done to take advantage of digital marketing, and the marketing practices that may shape the future of theme parks. The significance of this study is that the information included shows what theme park companies have the most success on Facebook, and provides ways in which other companies can improve the amount of audience engagement that company receives on Facebook.