The ‘Indianisation of Switzerland'

Szilvia Gyimóthy

Publikation: Konferencebidrag uden forlag/tidsskriftKonferenceabstrakt til konferenceForskningpeer review

Resumé

The objective of this paper is to explore how Indian popular culture contributes to the ‘Indianisation of Switzerland’ and transforms place-making strategies in the Interlaken region. Popular Bollywood representations of contemporary, cosmopolitanized consumer cultures greatly affect the imaginaries and dreams of resident and diasporic Indians (Monteneiro 2014; Dudrah 2012). Also, Indian films featuring European locations are increasingly shaping the travel choices of 12 million Indian travellers heading for international destinations (Josiam et al. 2015). As such, Bollywood productions embed mobile capital in new ways and alter the situatedness of established European destinations. This contribution explores the complex mechanisms through which places’ relational assets are mobilized by nonwestern popular culture.
OriginalsprogEngelsk
Publikationsdato2016
Antal sider10
StatusUdgivet - 2016
BegivenhedInternational Tourism and Media Conference - Campus Helsingborg, Lunds Universitet, Helsingborg, Sverige
Varighed: 24 aug. 201626 aug. 2016
http://www.ism.lu.se/en/itam-conference/the-seventh-international-tourism-and-media-itam-conference

Konference

KonferenceInternational Tourism and Media Conference
LokationCampus Helsingborg, Lunds Universitet
LandSverige
ByHelsingborg
Periode24/08/201626/08/2016
Internetadresse

Fingerprint

Switzerland
annual report
Alps
Swiss
supplier
experience
promotion
campaign
Tourism
travel
statistics
innovation
interview

Citer dette

Gyimóthy, S. (2016). The ‘Indianisation of Switzerland'. Abstract fra International Tourism and Media Conference, Helsingborg, Sverige.
Gyimóthy, Szilvia. / The ‘Indianisation of Switzerland'. Abstract fra International Tourism and Media Conference, Helsingborg, Sverige.10 s.
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abstract = "This paper demonstrates how Indian popular cultural expressions (Bollywood films) are transforming sociospatial textures in central Switzerland. Empirical illustrations are derived from various data sources from an ongoing fieldwork conducted in multiple Swiss locations (Interlaken, Luzern, Engelberg and Mt.Titlis), entailing observations, interviews with national/ regional DMOs and film commissions, incoming agents as well as local hotels and suppliers specialised on Indian guests. This body of data was contrasted with strategic documents, annual reports travel trade statistics as well as promotional material (printed and online). Following a short historical account of Bollywood tourism in Switzerland, an analysis of the recent place promotion and branding campaigns is presented, revealing the interplay between established and emerging (Occidental) imageries of the Alps. Second, Bollywood-induced spatial transformations and experience innovations are captured. The paper concludes with a reflection on emerging conflicts and controversies emerging from hybrid imageries and fundamentally distinct constructions of Alpine experiences.",
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Gyimóthy, S 2016, 'The ‘Indianisation of Switzerland'', International Tourism and Media Conference, Helsingborg, Sverige, 24/08/2016 - 26/08/2016.

The ‘Indianisation of Switzerland'. / Gyimóthy, Szilvia.

2016. Abstract fra International Tourism and Media Conference, Helsingborg, Sverige.

Publikation: Konferencebidrag uden forlag/tidsskriftKonferenceabstrakt til konferenceForskningpeer review

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Gyimóthy S. The ‘Indianisation of Switzerland'. 2016. Abstract fra International Tourism and Media Conference, Helsingborg, Sverige.