The Neoliberal Heritage Affect

Abstract

This article explores the transformation of heritage values from discourse to experience in a new affective economy. The case of Phong Nha Ke Bang National Park in Vietnam serves to demonstrate the intertwined role of affective experience and neoliberal heritage entrepreneurialism. Both are intimately connected through processes of heritage commodification and consumption prompting attention to heritage not only in affective terms alone, but how this relates to the political economy of tourism.