Disney’s successful adaptation in Hong Kong: A glocalization perspective |
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Authors: | Matusitz Jonathan |
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Institution: | (1) Nicholson School of Communication, University of Central Florida, 600 Colonial Center Parkway, Lake Mary, FL 32746, USA |
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Abstract: | 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 décors and settings; and (4)
adaptation of labor practices. Ever since, Hong Kong Disneyland has proved successful: park attendance and revenues from growth
have increased. |
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Keywords: | |
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