Abstract
Eighteen year old Jackie Chan Hiu-Ki was just a secondary school student when after composing the song He Invites me to Disneyland was thrown into the media spotlight. She tells the Hong Kong public, she just enjoys Disney and the feelings it exudes. Jackie is not alone. The Disney brand communicates values of fantasy, escape, romance, love, gaiety, family and camaraderie to consumers. These values are sought by consumers who visit Hong Kong Disneyland. Through extensive use of theming, Hong Kong Disneyland is able to communicate these values to its visitors. By utilizing literature on the Disney brand, tourism, theming and consumption, this thesis examines how Hong Kong Disneyland offers Hong Kong residents an escape from their everyday lives, and an opportunity to share this escape with others. The thesis argues, Hong Kong Disneyland is used by Hong Kong residents to reaffirm personal relationships through shared consumption. Three groups are examined to demonstrate this: families, friends and couples.