ABSTRACT
This chapter studies the character and impact of popular cultural place-making. Regions are increasingly bringing books and screen productions into play in order to position themselves on the global market. Based on illustrative cases of Alpine destinations pandering to Bollywood, the chapter explores how popular culture transforms place-making imageries and practices in established tourist destinations. The chapter explores how Indian popular culture transforms place-making strategies in established tourist destinations in Europe. More specifically, it traces the history and contemporary character of place-making campaigns and practices of Alpine destinations opting to fit their traditional imaginary with Bollywood-inspired themes. The chapter concludes with a reflection on likely challenges and conflicts that may emerge from catering for tourist segments yearning for fundamentally different Alpine experiences. The phenomenon of pop-cultural place-making has been partially addressed in a number of human geography, media studies as well as tourism.
