Renaming real mountains after fictional ones

In Zhangjiajie, Hunan, China, the Southern Sky Column (Nantianzhu) was renamed to "Avatar Hallelujah Mountain" after the floating mountains in the blockbuster movie "Avatar".

The Wulingyuan Scenic Area (a UNESCO World Heritage Site in which the Southern Sky Column is located) consists of many karst limestone formations that apparently were an inspiration for the design of the Hallelujah mountains in "Avatar".

The move seems to be an attempt to attract more tourists. One example given is that the municipal government is now saying on its website that "Pandora is far but Zhangjiajie is near".

The move leaves me just shaking my head. The Southern Sky Column is already in a World Heritage Site, already a beautiful location. Renaming it just leaves me astounded. People are only half joking when they refer to the "almighty dollar".

I know that a "rose by any other name would smell as sweet", but still... it seems weird for a name that has (presumably) existed for centuries to be replaced by something fictional that has been known to people for only a few months. Perhaps I am just overreacting?

Peace and long life.