How Disney bridges the multicultural divide – building trust as a prerequisite for insight

Manila Austin and Paul Caswell

Disney wanted to improve its cultural relevancy to African American guests visiting and staying at its various resorts.

How Disney bridges the multicultural divide – building trust as a prerequisite for insight

Manila AustinResearch, Communispace Corporation, United States

Paul CaswellResearch, Walt Disney Parks and Resorts, United States

PREFACE

The paper explores how Walt Disney Parks and Resorts and Communispace Corporation formed the Ebony Perspectives Community – a private, branded, online community of African Americans—to better understand the parks and resorts experience for these U.S. consumers. We describe the challenges we faced engaging this group and how listening to – and taking meaningful action on – what we heard helped build trust, foster productive dialogue, and generate...

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