Branding Copán: valuing cultural distinction in an archaeological tourism destination

Branding significantly shapes the value and experience of heritage tourism, particularly at high-profile sites like Copán, Honduras. This study reveals that branding extends beyond economic exchange to influence social distinction and cultural identity, with profound implications for local economies dependent on archaeological tourism. By analyzing Copán—Honduras' premier Maya site—the research demonstrates how branding practices structure tourist experiences and negotiate complex values, often excluding certain groups while reinforcing regional economic reliance on cultural heritage. The approach combines qualitative analysis of branding logics with an examination of their broader societal impacts, offering insights into the non-market dimensions of tourism value creation.

Mortensen, L. (2014). Branding Copán: valuing cultural distinction in an archaeological tourism destination. Journal of Tourism and Cultural Change, 12(3), 237–252. https://doi.org/10.1080/14766825.2014.939392