Zubekhina Tetiana, PhD in Pedagogical Sciences, Associate Professor, Lutsk National Technical University, Lutsk, Ukraine

ORCID ID: 0000-0001-9929-4405
e-mail: t.zubekhina@lntu.edu.ua

Glocalization as an innovative strategy for managing the development of cultural tourism in the context of the global economy

Abstract. Introduction. The article explores glocalization as a strategy for developing cultural tourism in a globalized world with increasingly competitive destinations. It examines the relationship between cultural authenticity and integration into the global tourism market, emphasizing the role of cultural tourism in sustainable development. The study outlines the socio-economic and cultural impacts of cultural tourism, including heritage preservation, job creation, stimulation of related sectors, and promotion of intercultural dialogue. Statistical data from UN Tourism, WTTC, and UNESCO (2021–2025) confirm the sector’s recovery and the growing importance of cultural tourism. The article proposes a “balance model” based on authenticity, modern promotional tools, regulation, and business partnerships as a universal mechanism for harmonizing heritage protection with economic benefits.

Introduction. Globalization has intensified competition among tourist destinations, raising the issue of preserving local identities while meeting global standards. Cultural tourism emerges as a key driver of sustainable development, combining economic benefits with safeguarding cultural heritage. Within this framework, glocalization provides a strategic approach that integrates global trends with local authenticity, ensuring competitiveness while preserving uniqueness.

Purpose. This article aims to investigate glocalization as a strategic model for developing cultural tourism, identify the challenges and opportunities it presents, and propose a conceptual framework that balances authenticity with global demands.

Results. The study provides an interdisciplinary analysis of glocalization from sociological, cultural, and economic perspectives. The study demonstrates that, in the context of tourism, glocalization involves integrating global standards of service and accessibility with authentic local practices. The main challenges identified are the commercialization of cultural resources, the loss of authenticity, the dominance of global brands, and cultural standardization.

At the same time, glocalization offers significant opportunities, such as destination branding, local community involvement, and digital tools for cultural promotion. Using statistical evidence from UN Tourism, WTTC, and UNESCO, the article illustrates the recovery of international tourism from 2021 to 2025 and the growing share of cultural tourism in the global economy. Practical examples from Japan, Italy, Spain, Ukraine, and Georgia confirm the effectiveness of glocalization strategies.

Furthermore, the article introduces the author’s “balance model,” which includes four core elements: preservation of cultural authenticity, application of modern promotional tools, regulatory involvement of the state and local communities, and partnerships with businesses. This model provides a structured mechanism for aligning heritage preservation with economic growth and global integration.

Conclusions. Cultural tourism, framed within the concept of glocalization, represents an effective path for sustainable development. Maintaining a balance between authenticity and global standards enables destinations to remain competitive while preserving their cultural distinctiveness. The proposed model emphasizes the necessity of cooperation among stakeholders — including governments, communities, and businesses — to shape tourism that is economically viable and culturally responsible. Therefore, glocalization should be regarded not only as a response to pressures of globalization, but also as a proactive strategy for strengthening cultural identity within the global tourism context.

Keywords: glocalization; cultural tourism; sustainable development; authenticity; globalization; cultural heritage; destination branding; digital technologies; local communities.

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