Building “The Way”: Creating a Successful Tourism Brand for Panama and Its Consequences

Carla Guerrón Montero ()
Additional contact information
Carla Guerrón Montero: University of Delaware

Chapter Chapter 11 in Tourism in Latin America, 2015, pp 191-205 from Springer

Abstract: Abstract Panama’s new country brand (The Way) is tightly connected to its long history as a passageway. It also demonstrates the interest of Panama’s government in moving away from the suggestion that Panama’s economy, history, and cultures are exclusively connected to the Panama Canal. Given the historic, economic, cultural and political relevance of the Canal for Panama, how is it possible to explain these concerted efforts to move resources and attention away from it? This chapter attempts to answer this question. I discuss the success of the concerted efforts among the Panamanian government and tourism mediators to transform Panama from a perceived dangerous and somewhat obscure tourism location to a welcoming and attractive temporary and permanent multicultural destination. Conversely, I address the minimal success and improvement that these efforts have represented in the lives of ethnic populations engaged in the tourism industry, paying special attention to Afro-Antillean populations.

Keywords: Tourism; Panama; Afro-Antilleans; Multiculturalism (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-05735-4_11

Ordering information: This item can be ordered from
http://www.springer.com/9783319057354

DOI: 10.1007/978-3-319-05735-4_11

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().