Shangri-La, a Journey From an Imaginary Place to a Non-Place

This is the story of Shangri-La’s journey from a fictional place in the collective imagination inspired by Hilton’s (1933) Lost Horizon to a placeless paradise in Yunnan Province. This tour of a new touristic paradise includes ethnic, exotic and sacred attractions, which have altered the material, spiritual and social aspects of a once unblemished modest town.


Rosa Llamas and Russell Belk (2011) ,"Shangri-La, a Journey From an Imaginary Place to a Non-Place", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Rosa Llamas, University of León, Spain
Russell Belk, York University, Canada


NA - Advances in Consumer Research Volume 38 | 2011

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