UMBRELLA PLACE BRANDING A STUDY OF FRIENDLY EXOTICISM AND EXOTIC FRIENDLINESS IN COORDINATED NATIONAL TOURISM AND INVESTMENT PROMOTION

Abstract

Directors: Jean Monnet Professor Staffan Zetterholm & Associate Professor Henrik Halkier SPIRIT is an interdisciplinary doctoral school for the systematic study of themes and theoretical issues related to the intertwining of political, transnational and intercultural processes in the contemporary world. It is dedicated to examining – from the combined vantage point of both the human and the social sciences – cultural, political and communicative issues on a spectrum ranging from the local dimension over the national and the regional to the processes of globalisation that increasingly impinge on the organisation of life and the structure and dynamics of the world. The thematic issues range from questions of European nationalism or European identity and integration; over transnational processes of migration, subcultures and international marketing; to transatlantic problems or nationalism and religion in Eastern Europe or the USA. What tie them together within the framework of