Myth Market Collaboration: Transforming a Culturally Contaminated Area Into a Thriving Tourism Market
I examine the co-creative mythmaking practices involved in transforming a culturally contaminated area into a thriving tourism myth market that serves the interests of multiple stakeholders. Drawing upon assemblage theory, I develop a process model of myth market collaboration.
Ela Veresiu (2012) ,"Myth Market Collaboration: Transforming a Culturally Contaminated Area Into a Thriving Tourism Market", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 129-133.
Ela Veresiu, Witten/Herdecke University, Germany
NA - Advances in Consumer Research Volume 40 | 2012
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