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

The chapter investigates the strategic implications of glocalization in the theme park industry, with a particular focus on Hong Kong Disneyland (HKDL). It begins by defining glocalization as the blending of global and local elements to enhance visitor experiences and appeal to diverse audiences. The study employs emotional attachment theory to analyze HKDL's glocalization efforts, highlighting how these strategies strengthen emotional bonds between visitors and the park. Through extensive field trips and qualitative analysis, the research identifies key antecedents of emotional attachment, such as superior marketing characteristics, traditional customer outcomes, unique user-derived benefits, socialization forces, and sentimentality/emotional memory. The chapter provides a comprehensive literature review on emotional attachment in tourism, discussing its origins in psychology and its evolution into brand and place attachment. It also explores the role of glocalization in the tourism industry, emphasizing the importance of cultural resonance and local adaptation. The methodology section details the case study approach, including data collection and analysis methods, to provide a robust framework for understanding HKDL's glocalization strategies. The discussion section delves into the unique cultural and historical context of Hong Kong, explaining how HKDL's glocalization efforts have evolved over time. It highlights the park's efforts to integrate local symbols, traditions, and preferences, creating a memorable and emotionally resonant experience for visitors. The conclusion summarizes the findings, emphasizing the theoretical and practical contributions of the study. It suggests that emotional attachment serves as the internal dynamics for glocalization strategies, offering valuable insights for theme park management and future research.