Paradise Lost: the Making of Shangri-La

Once upon a time, there was a peaceful Himalayan Fairyland that was a Garden of Eden, an earthly Paradise, and a Heaven on Earth. Its name was Shangri-La. And now the harried city dweller can vacation there. In 2002 the county of Zhongdian in China’s Yunan Province changed its name to Shangri-La. Based on fieldwork in 2009, we consider the positive and negative effects of this bid to attract tourists and transform the local economy.


Russell Belk and Rosa Llamas (2011) ,"Paradise Lost: the Making of Shangri-La", 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.


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


NA - Advances in Consumer Research Volume 38 | 2011

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