Disney is still very much attracting first time visitors but they are not converting enough of them into long term (repeat) customers. People used to visit for the first time and become a "Disney Family". While that still happens, I think its far less often than in years past. The common denominator I have seen when speaking with families who visited is the price. Ive had several friends who have visited (who make good money) and they were one and done. They were more relieved to have gotten it out of the way for the sake of their kids. Whether it was friends, colleagues or just people I have met sitting at a bar, they all mention the price as a reason they wont return (or at least for a long time).