How do customer expectations influence Disney World’s approach to creating great customer value and experiences? How can Disney manage those customer expectations?

More than 58 million people flock to The Walt Disney World Resort in Florida annually, making it the world’s number one tourist attraction. On a single busy day, more than 300,000 eager guests might drop by to visit with Mickey and his friends across Disney World’s four major theme parks—the Magic Kingdom, Epcot, Disney’s Hollywood Studios, and Disney’s Animal Kingdom. What brings so many people to Disney World? Well, Disney World is a true fantasyland—more than 40 square miles (as big as San Francisco) brimming with thrill-a-minute attractions such as Expedition Everest, Twilight Zone Tower of Terror, Space Mountain, Soarin’ Around the World, Toy Story Mania, Pirates of the Caribbean, Kilimanjaro Safaris, Millennium Falcon: Smugglers Run, and Guardians of the Galaxy: Cosmic Rewind. But Disney World doesn’t offer just amusement park rides. The real “Disney Magic” lies in how the resort turns park visits into carefully orchestrated customer experiences that make dreams come true.