Phantasmal destination: A Post-modernist Perspective

The research outlined in this paper began as a study to explore the meaning attached to the creation of a new type of destination from a postmodernist perspective. The concept of the “phantasmal destination” was derived from the observation of several destinations favored by tourists primarily because of a myth associated with them, generally with no basis in historical reality. Shangri-La in Yunnan, China, was selected for this investigation due to its unique qualities containing all of the elements of this tourism phenomenon. This qualitative study applied the Grounded Theory Method, and uncovered other issues related to the perception of “other,” the effect images created by the media, and commercial considerations on development decisions leading to the distortion of cultures.

► A new type of destination created because of a myth without basis in historical reality exists. ► Six major attributes of ‘phantasmal’ destination, based on tourist perceptions, are identified. ► Cultures are distorted through media-fed perceptions to attract the niche market.