Disney's successful adaptation in Hong Kong:A glocalization perspective

摘要

This paper applies the principles of glocalization theory to Disney's successful adaptation in Hong Kong. Glocalization refers to the interface of the global and the local. After Hong Kong Disneyland's lack of success within a year of its opening in 2005, Disney executives attempted to cater to the local Chinese context. From a glocalization perspective, four major changes were made: (1) reduction of prices; (2) adaptation to local visitors' customs; (3) change of decors and settings; and (4) adaptation of labor practices. Ever since, Hong Kong Disneyland has proved successful: park attendance and revenues from growth have increased.