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This chapter analyzes the tourism industry from national and regional perspectives, in order to understand the past and current trends in Costa Rica’s positioning and branding attributes and strategies for tourism development. The intent here is not to provide an exhaustive comprehensive literature review of academic research on country branding; and so it is by all means a case study as it describes the evolution of the tourism industry in Costa Rica – including the transformative stages the country went through since the 1980s – as planned tourism national management programs evolved toward reaching the target of creating a nature-based tourism brand. The medical industry and then medical tourism industries are analyzed in a global basis and the US market is examined in detail because of its potential to develop a new complementary niche for Costa Rica’s tourism industry. The chapter intends to asses Costa Rica’s potential to become a country brand in medical tourism, leveraged on its natural tourism destination branding status quo.

We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.

More than 20 songs by Spanish and non-Spanish bands about the Castilian lord and epic hero Rodrigo Díaz de Vivar, El Cid, account for the topicality of the Hispanic Middle Ages in heavy metal. This chapter explores how diversely El Cid is addressed in 10 of these songs, in particular, from the perspectives of reception theory and both the cultural background of the band (Spanish or non-Spanish) and the language in which the lyrics are written (Spanish or English). Through detailed textual analysis and contextualisation, I will examine how, for Spanish (and Spanish-American) bands, El Cid serves the purpose of naturalising the stereotypical heavy-metal medieval knight, thereby functioning as a vindication of Hispanic cultural heritage within what is perceived to be an Anglo-American (and Germanic-Nordic) dominated musical scene. By contrast, non-Spanish bands resort primarily to El Cid to refresh the overused motif of the medieval knight, but sometimes in a more connoted manner as well, in which his iconic value as a Moor-slayer and a defender of the Western white Christian principles is highlighted. Moreover, I will discuss the appropriation and re-appropriation of El Cid by, respectively, non-Spanish and Spanish heavy metal bands, from the point of view of cultural appreciation and appropriation, and Islamophobia.

The figure of the Castilian knight Rodrigo Díaz de Vivar, better known as El Cid, is progressively becoming a frequent topic in metal music. This growing presence has been evident particularly since the explosion of power metal in the late 1990s, and the more recent rise of folk metal, being felt not only in Spanish and Spanish-influenced bands, but also in others with no known links to the Spanish culture. This chapter establishes how the choice of such sources influences the final portrait of El Cid in metal music and the message conveyed to and the effect on the listener. The motivation behind the choices above is explored with a focus on musical, socio-cultural and political–ideological factors.

Purpose: Consumer acceptance is considered the most important factor in functional food success and is given top priority in new product development. This study focussed on finding factors that influence consumer perceptions about active food and the pattern of active food consumption. This chapter aims to provide a deeper understanding of taste trading based on a consumer decision-making framework.

Research Methodology: Cross-sectional consumer data were collected by floating G-Doc containing the questionnaire which was supposed to be answered by people according to their behaviours, preferences, knowledge regarding functional foods etc. It contained questions about their income, gender, preference towards functional foods, factors affecting decision-making while purchasing functional foods etc.

Results of the Study: The findings suggest that the consumers' attitude towards functional foods was mainly influenced by the quality and suitability of the product. Purchase intent was found based on age, literacy of population, income and health benefits of active foods. Awareness of functional foods and their price significantly affected the purchase of functional foods. Most people were willing to spend more on functional foods in the future regardless of the taste and provided high quality and product suitability.

In developing country contexts, it has become difficult to imagine the word ‘conservation’ without ‘community’ sitting alongside it, as their combination is part of the international conservation and development lexicon. Community-based conservation (CBC) encompasses several core principles, including: involving communities in decision-making; devolving control over resource management; developing community institutions for management; incorporating traditional or local knowledge; legitimising community property rights; linking environment and development objectives and providing incentives for conservation (Barrow & Murphree, 2001; Kellert, Mehta, Ebbin, & Litchtenfeld, 2000; Songorwa, 1999; Western & Wright, 1994). All of these are employed with the aims of overcoming the limitations associated with traditional ‘top-down’ approaches to conservation (Adams & Hulme, 2001; Campbell, 2002a). Ideally, CBC should benefit both people and environments, contributing to both development and conservation. In this way CBC is directly aligned to wider discourses of sustainability and to innovations in the field of conserving natural resources.

This primer defines and describes conscious and nonconscious perception and assessment processes by tourists. The primer links the field of tourism perception studies to the literature of experimental social psychology. The primer describes the important roles that metaphors play in connecting conscious and nonconscious thinking and how both tourism brand managers and tourists use metaphors to use stories to enable enactments and favorable outcomes of archetypal motivations. The primer introduces formal implementable models of the major tenet in Urry’s tourist gaze – visitors’ home culture automatically and mostly nonconsciously profoundly influences their perceptions, assessments, and interpretations of what they see when traveling and visiting away destinations. Model implementation includes applying Boolean algebra-based asymmetric tests instead of symmetric matrix algebra-based statistical tests – the asymmetric tests examine for the consistency of high scores in perceiving, assessing, and behaviors of complex configurations of antecedent conditions. A detailed empirical example of asymmetric testing includes consistent high scores for Americans, Brits, Canadians, and Germans for not shopping for gifts to take home during their visits to Australia. This primer also introduces the concept of the tourist meta-gaze – seeing and assessing outside the automatically activated culturally based tourist gaze.

The Portuguese montado is a particular land use system, characterized by the combination, in the same area, of the forestry and the grazing components interrelating with each other, in large-scale farm units. Mostly, this system is acknowledged due to its specific landscape character, in a savanna-like phisionomy, with changing densities along a continuous tree cover of holm and cork oaks and grazing in the under cover. The montado is a production system, and its extensive character and particular pattern makes it possible to support a multitude of ecosystem goods and services nowadays valued by society. Nevertheless the system is threatened and the resulting landscape is under strong reduction in the last decades. This paper shows the dimension of the ongoing reduction, for the whole region of Alentejo, since 1960 and up to now. And furthermore, based on a survey to land managers of montado in a Natura 2000 site, it shows how the land management options for the most are still focusing on production and productivist ideals, even when keeping a multifunctional system. These orientations do not result in a radical replacement of the system, and therefore the illusion is kept that the multifunctionality is mantained – but progressively the system loses its balance and the tree cover decays in such a way that the montado disappears. This unique landscape is thus under severe threat. The paper ends with a discussion on the urgent need for integrated policy goals and tools for the montado as a system, and for much more colaboration with the land managers in order to strength the multifunctionalty relevance and support a novel attitude replacing the productivist concept of farming, misleading in the context of this system.