Toponymy in Alto Adige-Südtirol between identity conflicts and market laws

The toponymy issue in South Tyrol has recently returned as a topic of heated debate. The interest around the matter has come back up not only because the memory of painful historical events still remains in the minds of many people, but also because a resolution of this conflict is strongly advocated not only by politicians but also by the tourism industry. This paper analyzes the relationships between the different poles of the debate: the specific cultural and linguistic identities and the rules of tourist advertising.