Shangri-La’s Evolution: From Mythical Paradise to Modern Luxury Tourism
Industry Analysis: Shangri-La’s Strategic Market Position Introduction: The Commercial Transformation of a Mythical Concept The concept of Shangri-La has undergone a remarkable commercial metamorphosis since James Hilton first introduced the mythical Himalayan paradise in his 1933 novel ‘Lost Horizon.’ What began as literary fiction has evolved into one of the most sophisticated branding exercises in […]
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