Myth Market Collaboration: transforming a Culturally Contaminated Area Into a thriving tourism Market

Ela Veresiu, Witten/Herdecke University, Germany
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.
[ to cite ]:
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 G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 129-133.