The Coach Fellas are known to almost all tourists who traverse the
Irish countryside. Ostensibly bus drivers, they are also the tour
guides who provide the crucial component in the branding of
"people, place, and pace" upon which Irish heritage tourism
depends. Kelli Costa's ethnography of these highly trained and
informed working class men highlights a previously ignored
component of the tourism industry. She also demonstrates their
importance in providing a visitor-specific vision of heritage that
contrasts with the realities of contemporary economic development.
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