Factors Influencing the Choice of Internationalization Strategy in Leisure and Entertainment Industry Illustrated through the Example of Disneyland

The phenomenon of globalisation contributed to the emergence of such a notion as "international marketing", which emphasises the absence of political boundaries for transnational companies. In this regard, the question about choosing the "right" way to enter new markets, which guarantees the success and profitability of the new project, arose. In this paper, a study was conducted, which is devoted to the optimality of the choice of internationalisation strategies for companies in the field of recreation and entertainment, exemplified by the American company Walt Disney, which has opened the Disneyland entertainment parks in several countries. In order to achieve this aim, the work reveals the various characteristics of the new market that affect the effectiveness and efficiency of internalisation process. In addition, the features of the culture factor are analysed in detail in the work using the generally accepted theoretical models. The result of the work is the identification of relevant factors that determine the success of the market entry strategy for companies in the analysed industry.