MKTG 4320 Study Guide - Cultural Globalization, Creative Class, Liminality
5 Jan 2014
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Challenge is to strengthen capacity of region to adapt to changing market place, and seize opportunities. Succeeds when stakeholders derive satisfaction from community and when visitors" expectations are met. Must carry out the following tasks to be successful. Tourist landscapes are consumed by tourist who gazes upon them. Gaze defined in terms of difference and exotic/pleasurable. Engineer images of products to create desired tourist gaze. Tourism experience to be understand in terms of consumer opporunitiies to look upon aspects of the landscape. Key to success in branding: new cultural economy (rise of creative class, imagineering (ex. City as a culture: cities using culture for economic gain (creative class!!!) City as a spectacle: cultural globalization, brand identity, raising international profile. Liminality (represents liberation from regimes of normative practices and performance codes of mundane life) liminal spaces. Infantilization (making adults feel like kids: fosters willing suspension of cognitive, rational and adult control, more money spent, liminoid freedom and transgressive desire.
