The Consequences of Glocalization Strategy on Tourism Attraction: Evidence from the Hong Kong Disneyland

Pang Keyou () and Zhang Huijia
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Pang Keyou: Macao University of Tourism
Zhang Huijia: Macao University of Tourism

A chapter in Eurasian Business and Economics Perspectives, 2025, pp 209-225 from Springer

Abstract: Abstract The emergence of high-tech advancements and changes in communication patterns has sparked growing interest in the concept of glocalization. Some scholars believe that glocalization has become one of the most important strategies for the theme park to achieve sustainable growth in the future. In this case, this paper examines the potential application of the glocalization strategy in theme parks to enhance entertainment activities and attract tourists. Unlike prior research that lacked theoretical frameworks or relied on anecdotal observations, this research mixes the existing research approaches. It means Hong Kong Disneyland (HKDL) is selected as a classic case of a failed initial business strategy in this study. Then, guided by the fruitful theories of emotional attachment, this research explains how the glocalization practices of HKDL reverse its initial terrible situation and win customers and a high reputation. It is believed that the combination of the outstanding case study and the theorized explanation will be more convincing and helpful in providing the broader implications of the success of the case. By adopting the glocalization strategy, theme parks can better tailor their offerings to local sensibilities while preserving global appeal, driving to resonate with diverse potential tourists. This approach not only enhances tourist experiences but also boosts corporate performance, contributing to sustainable growth in the tourism industry. The findings of this research encourage theme park operators to consider glocalization as a viable strategy for fostering emotional attachment, loyalty, and long-term success.

Keywords: Glocalization; Disneyland; Emotional attachment; Strategic differentiation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-031-80256-0_13

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DOI: 10.1007/978-3-031-80256-0_13

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