University of South Florida (USF) M3 Publishing


The global tourism reaches of Orlando, Florida, and the world’s most visited theme park complex, Walt Disney World, provide a unique context for studying global communication in a tourism setting through the crisis messaging efforts. This study explores the reopening of Walt Disney World and subsequent messaging, specifically from a risk and crisis perspective, using the IDEA model to categorize Disney COVID-19 messages. Using a qualitative, etic approach via a codebook based on the IDEA model, the study results determined whether pandemic messages and mentions (the study’s unit of analysis) addressed internalization, explanation, or action.



Recommended Citation

Taylor, L. E., Panse, G., Baker, C., Sellnow, D., Sellnow, T., & Strawser, M. (2023). COVID-19 and the “most magical place on earth”: Applying the IDEA model to theme park crisis messaging. In F. Okumus, B. Denizci-Guillet, M. Tuna, & S. Dogan (Eds.), Advances in managing tourism across continents (Vol. 3, pp. 1–18). USF M3 Publishing. https://www.doi.org/10.5038/9781955833097

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.