„ПОЉУБИ МЕˮ У РОМАНТИЧНОЈ УТОПИЈИ: КУЛТУРНА КОНСТРУКЦИЈА ВРЊАЧКЕ БАЊЕ КАО МЕСТА ЉУБАВИ НА ПРИМЕРУ ЛОКАЛНОГ ФЕСТИВАЛА
“KISS ME” IN A ROMANTIC UTOPIA: CULTURAL CONSTRUCTION OF VRNJACKA SPA AS A PLACE OF LOVE ON THE EXAMPLE OF A LOCAL FESTIVAL

Summary/Abstract: In anthropological theory, space and place are categories that are generally taken for granted, as sites where the subject of research is located and where the research itself takes place. However, contemporary works in this area suggest that space and place are categories that are subject to the processes of social and cultural construction. Due to mass tourism, which is globally recognized as an industry with the most potential to contribute to social and economic growth, some places are filled with cultural meanings in order to attract as many visitors as possible. Vrnjacka Banja, widely recognized as the “queen of spa tourism” in Serbia, has changed its appearance in the fifteen years and gained a predominantly romantic character. The Bridge of Love has become one of its most recognizable symbols, and “Kiss Me” event has been held for twelve years on Valentine’s Day. It has received local and national media attention. The paper discusses the influence of this event on the construction of the local identity of Vrnjačka Banja as a place of love, aiming to contribute to the existing theoretical and practical works in the field of anthropology of space and place with local examples from our areas.

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