Of kaoliang, bullets and knives: Local entrepreneurs and the battlefield tourism enterprise in kinmen (quemoy), Taiwan | Au sujet de Kaoliang, de balles et de couteaux: Entrepreneurs locaux et l'entreprise du tourisme de champs de bataille à Kinmen (Quemoy), Taiwan

Abstract

This paper explores the role of local entrepreneurs in the branding of Kinmen (Quemoy) Island, Taiwan as a battlefield tourism destination. Kinmen's identity as a former battlefield presents both challenges and opportunities in positioning and branding it as a tourist destination. It is argued that a tourist destination is not a static entity, but is 'fluid and created through performance'. Therefore, the Kinmen Brand is a result of both top-down 'imagineering' efforts by the state and bottom-up initiatives by local entrepreneurs, who are seen here as performing their identities. Locally produced tourism products and their symbolic meanings will be discussed to highlight entrepreneurs' creative contributions to the island's battlefield tourism landscape. In all, it is believed that planners' identification of Kinmen has to be substantiated by locals' self-recognition with the island's identity so as to sustain any branding effort. Conversely, the emerging market of tourists from the People's Republic of China (PRC) will require increased sensitivity to a different audience. While the brand for the domestic market often alludes to patriotism and nationhood arising from the war, such messages might need to be toned down for the PRC market. © 2010 Taylor & Francis.