The concept of glocalisation is the creation of the products or services intended for the global market but customized to serve the local cultures. Glocalization has been advocated as an attractive alternative to mass tourism, providing sustainable livelihoods to small local operators, protecting and sustaining the cultural resources, and educating tourists and locals alike.

The glocalisation of media merges globalised media and local specificities, this mixes the elements different cultures can share with specific elements that pertain to a specific culture.

In the context of marketing, glocalisation signifies the creation of services or products for the international market by adapting the product to local or regional culture.