ABSTRACT
This chapter explores some of the issues and contradictions which have emerged with the growth of Ireland's tourism industry and its increasing focus on the marketing of place and heritage. The developments have taken place against a backdrop of radical social change in Ireland, particularly in the 1990s era of economic boom. The chapter focuses on the contradictions inherent in promoting 'heritage' as a tourist product within a rapidly modernising country. It considers the increasing emphasis on urban place-marketing and shows how the juxtaposition of this economic focus with the sometimes contradictory impetus towards tourism promotion has created a sense of confusion within the 'identity' and image of urban Ireland. The chapter also explores the conflict between commodification of heritage for tourism or other economic purposes and its role in helping to determine cultural identity. Promotional materials for Temple Bar illustrate the mixed messages about 'heritage' which are regularly presented in tourist promotion throughout Ireland.
