Using the concepts of auto-communication and micro-Orientalism, this article argues that nation branding at World Expos produces and propagates notions of difference and Otherness. We examine how Denmark presents itself in China, and how the message inevitably tells how the Danish authorities...

Frontmatter -- Contents -- Acknowledgements -- Contributors -- Preface -- Chapter 1 Performative Authenticity in Tourism and Spatial Experience: Rethinking the Relations Between Travel, Place and Emotion -- SECTION ONE STAGING AND PRACTICING AUTHENTICITY -- Chapter 2 Staging Places as Brands:...