The ‘Indianisation of Switzerland'

Szilvia Gyimóthy

The ‘Indianisation of Switzerland'

Aalborg Universitet

Publikation: Konferencebidrag › Konferenceabstrakt til konference › Forskning › peer review

Abstract

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.

Originalsprog	Engelsk
Publikationsdato	2016
Antal sider	10
Status	Udgivet - 2016
Udgivet eksternt	Ja
Begivenhed	International Tourism and Media Conference - Campus Helsingborg, Lunds Universitet, Helsingborg, Sverige Varighed: 24 aug. 2016 → 26 aug. 2016 http://www.ism.lu.se/en/itam-conference/the-seventh-international-tourism-and-media-itam-conference

Konference

Konference	International Tourism and Media Conference
Lokation	Campus Helsingborg, Lunds Universitet
Land/Område	Sverige
By	Helsingborg
Periode	24/08/2016 → 26/08/2016
Internetadresse	http://www.ism.lu.se/en/itam-conference/the-seventh-international-tourism-and-media-itam-conference

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Persistent link

Citationsformater

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title = "The {\textquoteleft}Indianisation of Switzerland'",

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. ",

author = "Szilvia Gyim{\'o}thy",

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T1 - The ‘Indianisation of Switzerland'

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N2 - 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.

AB - 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.

M3 - Conference abstract for conference

T2 - International Tourism and Media Conference

Y2 - 24 August 2016 through 26 August 2016

ER -