Madonna, Glamour and Politics

Nation Branding and Pop Concerts in the Promotion of Montenegro as an Elite Tourist Destination

Datos Bibliográficos

ID2156288
AutoresLidija Vujačić (Meiji University, autor de correspondencia)
Año2013
Volumen24
Número1
Páginas153-165
Fecha de publicación2013-03-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaHistory and Anthropology (JOURNAL)
Identificadores de la revistaISSN: 0275-7206 • E-ISSN: 1477-2612
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/02757206.2012.759111
OpenAlexW2037499535
IdiomaEN
Citas recibidas6
Referencias citadas8

Tourism is a strategically important industry for Montenegro, which especially since the restoration of its statehood in 2006, is utilized by the governing structures to enhance the country's economy and symbolic representation. Tourism also serves as a vehicle to depart from the socialist past, as a significant effort and money are invested in rebranding Montenegro as a Mediterranean tourist destination offering natural beauty, coastal folklore and “spectacular” entertainment and pop culture events. This article focuses on music events contributing to the development of “pop/rock tourism”. In the past few years, Montenegro has staged performances by some of today's biggest music stars and thus tries to boost Montenegro's image as an attractive and, above all, exclusive tourist destination in the Mediterranean. Their organization has been supported by the current political and economic elite with an aim to produce a prominent commercial effect but also to refurbish the state image on the international tourist market

Advertising · Business · Economics · Economy · Elite · Entertainment · Ethnology · Montenegro · Political science · Politics · Promotion (chess · Rebranding · Sociology · Tourism · Balkans: History, Politics, Society · Cultural Heritage Management and Preservation · Law · Sport and Mega-Event Impacts · Marketing