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Introdution

In: Place Branding

Author

Listed:
  • Robert Govers
  • Frank Go

Abstract

In this present-day world of parallel virtual and ‘real’ experiences, our extravagant expectations seem only to escalate. The common saying, ‘It’s a small world’ is increasingly true. In contrast to Boorstin’s query about how exotic the nearby can be, we now ask ourselves how nearby the exotic can be; and not how familiar the exotic can become, but how to preserve the exotic of the unfamiliar. But Boorstin was prophetic when he observed that ‘Now [in the 21st century more then ever] all of us frustrate ourselves by the expectation that we can make the exotic an everyday experience (without it ceasing to be exotic); and can somehow make commonplaceness itself disappear’ (Boorstin 1962, p. 77).

Suggested Citation

  • Robert Govers & Frank Go, 2009. "Introdution," Palgrave Macmillan Books, in: Place Branding, chapter 0, pages 1-21, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-24702-4_1
    DOI: 10.1007/978-0-230-24702-4_1
    as

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