This book combines academic analysis and critical exploration to examine national narratives in the context of tourism and events around the world. It explores how particular narratives are woven to tell (and sell) a national story. By deconstructing images of the nation, it closely examines how national texts create key archival imagery that can promote tourism and events while also shaping national identity. It investigates the complex relationship between state appropriation of marketing strategies and the commercial use of nationalist discourses. The book aims to demystify the ways in which the nation is imagined by key organisers and organisations and then communicated to millions.
Spis treści
Acknowledgements
Contributors
Introduction
1. Leanne White: Commercial Nationalism: Mapping the Landscape
Part 1: National Narratives, Heritage and Tourism
2. Kathleen Rettie: Canada’s National Parks: Nationhood, Tourism and the Utility of Nature
3. Patrick Naef: Tourism and Nationalism in the Former Yugoslavia
4. Svitlana Iarmolenko, Deborah Kerstetter and Moji Shahvali: Away but Together: Diaspora Tourism and Narratives of Ukrainian Immigrants in the United States
5. Yujie Zhu and Yang Yang: Travelling to the Past: Xi’an and the Tang Imperial City
6. Maya Ranganathan: A New Indian National Story
7. Alan Clarke: The Silk Road, Identities and Commercial Nationalisms
Part 2: Tourism Branding and Promotion
8. C. Michael Hall: 100% Pure Neoliberalism: Brand New Zealand, New Thinking, New Stories, Inc.
9. Kelly Phelan: National Identity in Africa’s Tourism Industry
10. Marie Avellino Stewart and George Cassar: Branding a Nation-State after Half a Century of Independence: The Case of Malta
11. Brent Mc Kenzie: Who Owns ‘Brand Estonia’? The Role of Residents and the Diaspora
12. Sagar Singh: When the Incredible Got Lost in Controversies: Selling Tourism in India
13. Juan Sanin: From Risky Reality to Magical Realism: Narratives of Colombianness in Tourism Promotion
Part 3: Festivals, Events and National Identity
14. Tamara Rátz and Anna Irimiás: ‘Imagine Ben Hur in Formula One’: An Analysis of the National Gallop in Hungary
15. Michael Basil: Examining Cherry Blossom Celebrations in Japan and Around the World
16. Jean Martin and Pascale Marcotte: Canadian Nationalism and the Memory of the First World War in France and Belgium
17. Aaron Tham: ‘Daddy, Why do we Celebrate SG50?’ A Response to a Child Regarding Singapore’s Golden Jubilee
18. Nicholas Wise and John Harris: Covering ‘Captain America’ and (Re)Imagining the United States during the 2014 FIFA World Cup
19. Leighann Neilson: Promoting Canada’s Cultural Mosaic: John Murray Gibbon and Folk Music Festivals
Conclusion
20. Leanne White: Commercial Nationalism Research Directions: Negotiating New National Narratives
O autorze
Leanne White is Senior Lecturer in Marketing at the College of Business, Victoria University, Australia. Her main research interests are national identity, commercial nationalism, popular culture, advertising, destination marketing and cultural tourism.
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