As in the case of congruent orientations, many different groups
beyond the resident/tourist interaction provide case examples of the
incongruency. In November 1996, the city of Bangalore, India hosted
the Miss World pageant. Its promoters in India approached the event
from a transactional perspective, suggesting that the event {{would
boost tourism and investment and show that India can stage a worldclass
event|| (Fox News 1996). The proponents focused on India|s
ability to manage the event production (i.e., the marketing mix
elements), rather than on the unique qualities of India from a cultural/
social standpoint. Unfortunately, opponents of the pageant,
many of which were regional/local activist groups, perceived the event
quite differently. Indeed, pageant opponents approached the event
from a more relational perspective, criticizing sponsorship because
such an event was {{alien to India|s conservative culture and gloss(ed)
over the Indian reality*its oppression of women and grinding
poverty||. Seemingly, many local activist groups believed that pageant
sponsorship commented on far more than just ability to {{stage a
world-class event,|| and actually presented a misleading commentary
on cultural identity.