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Brunellopoli: a wine scandal under the tuscan sun

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Abstract:

The international success of Brunello wine has fostered economic growth in Montalcino, a small country village in Tuscany where Brunello is produced. In 2008, a scandal shocked the flourishing Montalcino wine-based economy when international press published rumors and news about fraudulent Brunello. This article focuses on the issue of crisis management in a local industry by exploring the dynamics of a wine scandal, the reactions of various people and organizations to press reports, and the potential impact of these press reports on tourism. Analysis of the data collected through indepth interviews with 12 key informants has shed light on the role that media can have on shaping tourists' expectations, depending on their degree of involvement and knowledge of wine. Some suggestions for practitioners are provided in order to increase the level of awareness of the consequences that poor crisis management can have on the whole economic system of a single product.

Keywords: BRUNELLO; CRISIS MANAGEMENT; KEY INFORMANT TECHNIQUE; NEWS MEDIA; WINE TOURISM

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/154427211X13216636845747

Publication date: July 1, 2011

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  • Tourism Review International is a peer-reviewed journal that advances excellence in all fields of tourism research, promotes high-level tourism knowledge, and nourishes cultural awareness in all sectors of the tourism industry by integrating industry and academic perspectives. Its international and interdisciplinary nature ensures that the needs of those interested in tourism are served by documenting industry practices, discussing tourism management and planning issues, providing a forum for primary research and critical examinations of previous research, and by chronicling changing tourism patterns and trends at the local, regional and global scale.

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