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Abstract
Branson, a community of 8,000 permanent inhabitants, situated on the hilly Ozark Plateau of southwestern Missouri, in southerly mid-central USA, is an anomaly. Most world-famous music centres develop in cities with large government- supported venues. In Branson, with 60,000 seats and over 70 live shows per day, most theatres are performer-owned. In the past half century Branson has evolved from an early hunting-fishing tourism area into its acknowledged role as the capital of Country music. Confronted with changing tourist ages and interests, from Depression-Era senior citizens to middle-aged baby boomers, Branson is developing a new upscale image and, by ‘branding’ their name, seeks to maintain their product: good, clean fun.