Introduction: Globalization Drivers

Globalization defined by Webster's dictionary as a process that renders various activities and aspirations 'worldwide in scope or application' has been underway for many centuries. People, ideas and goods have travelled the globe since ancient times, in pursuit of conquest (soldiers and sailors), prosperity (traders), religion (preachers and pilgrims), curiosity and wanderlust (adventurers and travellers) (Diamond, 1998). The few who crossed borders and connected the world for various purposes, gave way to the industrialization era, transnational trade and mass-tourism on an unprecedented scale.

The rise and spread of global supply chains cause markets and production of corporations, countries and communities to grow increasingly interdependent. It implies that decisions and actions taken thousands of miles away affect the lives of people everywhere (Held et al., 2000). Subsequently, the diffusion of technologies, particularly the speed of information and communication technology (ICT) has led to an 'information revolution' and, in its wake, the annihilation of space by time, which is one of the hallmarks of global capitalism (Castells, 2001). ICT has had several major effects. Developments such as satellite television, the Internet and mobile phones have resulted in instantaneous global communication. They enable consumers to undergo poly-inclusive experiences or the simultaneous inclusion in both virtual and physical encounters (Go and Fenema, 2003).

Increasing cultural interaction through the developments in mass media as well as travel and tourism enables people to encounter and consume new ideas and experiences from a wide range of...