1500 kilometers，This is the traffic gravity radius of Shanghai Disneyland in China。

Mickey Street，The total is only a few hundred meters，Classic float parades are staged day after day。

From 1500 kilometers to Mickey Street，How Shanghai Disney became a destination with tens of millions of traffic？Comprehensive large-scale data research，Ruibiao Global takes you to analyze the passenger flow path of Shanghai Disney layer by layer，From macro overall to micro project，Deconstructing the traffic logic of the largest theme park in China。

2018，The number of visitors to Shanghai Disneyland increased by 7% year-on-year.3%，Reached 11.8 million people，Ranked 4th among theme parks in Asia Pacific，The two Disneys and one Universal Studios in Japan。

Source: "2018 Global Theme Park Report"，Ruibiao Global

Detailed data survey display，Disneyland with "making happiness" as its core，Basically achieved nationwide success。

(1) Customer market radiates to core urban agglomerations

Shanghai Disney’s customer source markets are widely distributed，Tourists come from as many as 31 provinces，Mainly concentrated in the Yangtze River Delta urban agglomeration、Beijing-Tianjin-Hebei urban agglomeration、Central Plains urban agglomeration and Pearl River Delta urban agglomeration area。

Source: "Differences in Market Spatial Structure of Theme Parks at Different Levels and Tourists' Spatial Behavior"，Ruibiao Global

Specifically，The largest number of local tourists in Shanghai，Accounting for 23.7%，Surrounding Jiangsu、There are more tourists from Anhui and Zhejiang，Accounting for 11 respectively.5%，10.7% and 5.6%。Shandong and Henan tourists account for a larger share of the Shanghai Disney tourist sample。From a city level，Shanghai Disney tourists mainly come from Beijing、Nanjing、Zhengzhou、Wuhan and other cities。

(2) The gravitational radius covers 73% of the total population

Calculated based on distance from 188bet sports betting app download source，Shanghai Disney’s customer source market space has expanded to 3400km，The proportion of tourists within 700km from Shanghai reached 61.6%，Touching Yantai from north to south、Jinan、Wuhan、Fuzhou and other cities。

Source: "Differences in Market Spatial Structure of Theme Parks at Different Levels and Tourists' Spatial Behavior"，Ruibiao Global

Use the distance where the cumulative passenger flow reaches 85%-90% as the destination attraction radius，The attraction radius of Shanghai Disney is roughly around 1,500 kilometers，Beijing-Tianjin-Hebei、Pearl River Delta region and Chongqing、Xi’an and other core cities in central China are also within this range。After the 2010 Shanghai World Expo，The gravitational field radius of the World Expo venues also reaches 1400km。In this sense，The domestic influence of Disneyland and the World Expo is on the same level，And the former may be more sustainable。

Source: "Differences in Market Spatial Structure of Theme Parks at Different Levels and Tourists' Spatial Behavior"，Ruibiao Global

Within this distance，The total population is close to 1 billion，Accounting for 73% of the country’s total population，Regional GDP accounts for approximately 86% of the country’s total。Disney has successfully captured the population with the strongest spending power in the country in one place。

(3) Simultaneously causing 20% ​​of the travel chain mode

Data display，21.3% of Disney tourists not only visit Disney，We will also visit other projects in Shanghai，or Suzhou、Hangzhou、Nanjing and other surrounding destination cities，Thus forming a travel chain model。Corresponding to this，Disney as a single destination，Tourists who return directly to the place of origin after visiting，Accounted for 77.4%，Still the vast majority。As a comparison reference，among tourists from Wuhu Fantawild，90.3% are single destination types，Except Happy World，Second destination without journey。

Source: "Differences in Market Spatial Structure of Theme Parks at Different Levels and Tourists' Spatial Behavior"，Ruibiao Global

Searching for "Shanghai Disney" can also be found in the product portfolio of mainstream OTAs，“Shanghai Disney+” has more products。Shanghai Disney plays an important role in travel itineraries，Has and Suzhou、Destination levels of tourist cities such as Hangzhou。

Source: Ctrip, Ruibiao Global

Intra-city passenger flow - empowering Shanghai’s global travel chain

From this，It also extends to Disney’s contribution to Shanghai’s overall tourism。2018，Shanghai welcomes domestic tourists 188bet app 3.4 billion people，Realized domestic tourism revenue of 4477.1.5 billion yuan。Only based on the proportion of visitors，Shanghai Disney only accounts for 3% of one project.5%。But，Delineate the flow behavior of tourists in Shanghai，can be found，Travel behavior surrounding Disney needs to be calculated ten times on this basis。

Based on Lv Mama’s attraction ticket data，Stats whether the same user has purchased tickets for several attractions and made comments within 7 days，Remove all kinds of abnormal data at the same time，According to its chronological order，You can build a tourist flow model。To simplify data dimensions，First, only consider the traffic situation between any two of the main attractions。

Source: "Research on the Impact of Shanghai Disney on Shanghai Tourism Flow Network"，Mama Donkey，Ruibiao Global

The above data is actually not completely one-way traffic from the starting point to the ending point，However, the weight of reverse traffic and traffic in unknown directions is reduced to 0 in statistics.5。

In this statistics based on the "attraction pair" chain，Disneyland is a well-deserved “C core”。Whether it is leaning towards the starting point or the focus，In the tourist behavior of "visiting at least 2 attractions within 7 days"，Disney occupies at least about 35%。Paired among the 10 most visited attractions，There are 6 related to Shanghai Disney，Respectively: Oriental Pearl、Safari Park、Jinmao Tower、World Financial Tower、Madame Tussauds、Happy Valley。The linkage between Disney and the Oriental Pearl Tower is also very significant，17% of the total traffic of the travel network.60%，Indicates that most tourists believe that the Oriental Pearl Tower and Shanghai Disneyland are must-see attractions when visiting Shanghai，The purpose of the flow between these two attractions is very clear。

It’s worth noting，The most popular attractions after Disney opened include Shanghai Disneyland、Oriental Pearl Tower、At least one attraction in Shanghai Wildlife Park，To a certain extent, it also explains that the concentration of Shanghai’s tourism flow network has become higher，Presenting Shanghai Disneyland above、Oriental Pearl Tower、Shanghai Wild Animal Park as the core tourism flow network。

Measuring the concentration and radiation trends of attraction traffic，A more academic approach is to calculate the position of "attractions" in a network connected by travel behaviors，Measured by "point centrality"。Omit 188bet app download specific calculation consensus and process，Also includes data before Disney opened in 2016，The top ten attractions data are as follows。

Source: "Research on the Impact of Shanghai Disney on Shanghai Tourism Flow Network"，Mama Donkey，Ruibiao Global

Judging from the results，Before Disney opens，Shanghai Wild Animal Park is the primary check-in point for tourist flow，Is the first core that gathers the city’s traffic。And after 2016，Disney quickly replaced and surpassed Shanghai Wildlife Park。

At the same time，Disney is also the core of the secondary diffusion of tourist traffic to other attractions in Shanghai，Second only to the Oriental Pearl Tower。The Oriental Pearl Tower has always been ranked first，Explanation that the Oriental Pearl Tower is likely to be the first attraction for tourists to visit in Shanghai。

Also，After the opening of Shanghai Disneyland，The rankings of Shanghai Zoo and Bihaijinsha Scenic Area both in terms of inward point centrality and extroverted point centrality dropped significantly，Indicates that the popularity of these attractions has declined due to the opening of Disney。

Above the whole country、Across provinces、Traffic in the city further gathers，Finally more micro details inside Disneyland。

According to data released by Shanghai International Tourism and Resorts, a subsidiary of Disney，July 18, 2019 - a summer working day，The maximum passenger flow of Disneyland is about 40,000 people，Arrived at the top around 12 noon，Cumulative passenger flow exceeded 50,000 throughout the day。

Source: Shanghai International Tourism Resort APP，Ruibiao Global

Among them，The passenger flow exceeds 30,000 people about 10 hours a day，Lasts from approximately 10 am to 8 pm。Calculate based on this，During this summer vacation，Disney’s passenger traffic can reach about 3-4 million。

Overlay regional hotspot data in the park，You can further obtain the changing trend of the whole-sky flat heat map。

Before 7 am，The first batch of passengers that day had already gathered at the entrance and ticket check-in area。After the park opens at 9 o'clock，Traffic was quickly dispersed across the 7 theme parks and their core attractions，Exhibiting obvious point-like area aggregation characteristics。

Around 1 p.m.，The entrance and exit form a second wave of gathering traffic，Should be the first wave of passengers leaving the park that day。After 3pm，The float parade performances 188bet sports betting app download running through several theme areas form the highest passenger flow in the park，In comparison，Only the "Light Up the Dream: Luminous Phantom Show" at around 8 p.m. again creates a gathering effect of similar scale。

And before the evening light show，Traffic to the main attractions has dispersed，Tourists gathered early in the central area of ​​the park。

actually，The following July 19th，While maintaining the above traffic characteristics，Only near the "Beyond the Horizon" project around 3pm，A gathering of passengers with similar traffic volume is formed。

Only talking about the projects in Disneyland，Over the Horizon is undoubtedly the most popular。Since 2016，Average wait times for Horizons per year，reached 55min respectively、90min、84min and 76min，Significantly higher than other projects。

Source: Shanghai Disney official app, Ruibiao Global

At the same time，High technology content、Complex engineering technology、Projects with strong stimulating experiences are often at the forefront of the queue，Including Thunder Mountain Rafting、Dwarf Mine Cart、Creation speed light wheel, etc.。The Twelve Friends Garden that emphasizes IP content、Alice's Maze、Star Wars Expedition Base Pop-up Project，There are few people around。Meanwhile，To perform、Float、Lighting、Reshaping IP in the form of fireworks，On the contrary, it can achieve better traffic performance than huge hardware investment。

These spatial traffic data，In fact, it is also consistent with tourists’ travel perception。Using NLP technology to analyze review data on Dianping with over a thousand views，can be seen，Over the Horizon、Performance、World、Night、Shopping、Keywords such as extreme speed light wheel are at the forefront。

Source: "Research on Theme Park Image Perception Based on Network Text Analysis"，Ruibiao Global

The overall frequency of activity-type feature words accounts for 18.7%，includes performances、Shopping、Play、Xunyou、Photos and more。In contrast to this，Large number、Characteristic words for entertainment projects with greater investment，There are only 24 in total.24% of the total，includes Over the Horizon、Extreme speed light wheel、Pirates of the Caribbean and more。Of course，Tourist attractions composed of these two types of characteristic words，is the most frequently mentioned content in comments。

Source: "Research on Theme Park Image Perception Based on Network Text Analysis"，Ruibiao Global

Conclusion

Layer-by-layer analysis，Shanghai Disney 188bet Online Sports Betting and Casino reaches 73% of the national population，Brings 20% travel chain mode，Behind the realization of 11 million passengers (and a unit price of about 2,000 yuan)，The ultimate traffic focus，It seems to be just a parade performance day after day、Fireworks show and flying over the horizon。Whether it is a classic float parade，Creative fireworks show，It is still the leaping horizon of hard-core technology，The content reproduction based on Disney’s original IP is its fundamental core。Duplicate connotation、Creative Expression、Global IP，Constitutes the content basis of the three，also runs through other projects and the overall tone of the park，Enabling Disneyland to surpass Disney Movies、animation、The traffic appeal of the product。From this perspective，Disneyland，Not just the spatialization of Disney IP，It is the second IPization of space products，It is also a terminal that maximizes the value of IP。

*This articleSource: WeChat public account "Ruibiao Cultural Tourism IP Insight" (ID: rbgweixin)，Original title: "Speaking of Disney, a happy gravitational field spanning 1,500 kilometers》.