An Interpretative Analysis of Storytelling in the Beverage Industry

Jones, Peter ORCID: 0000-0002-9566-9393 and Comfort, Daphne (2019) An Interpretative Analysis of Storytelling in the Beverage Industry. Athens Journal of Tourism, 6 (3). pp. 141-154. ISSN 2241-8148

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Abstract

Stories, in one form or another, are probably as old as the human race, but in recent years, businesses have increasingly come to recognise the importance of storytelling. The aims of this paper are to explore how the major players in the beverage industry, arguably one of the most important elements in the hospitality industry, have employed stories in their corporate communications and to offer some reflections on current approaches to storytelling within the industry. The findings reveal that all the world‟s leading beverage companies employ stories on their corporate websites, as part to their approach to business communication, and that these stories address a variety of themes, including company histories, brands, employees‟ experiences, breweries, customer stories, and corporate social responsibility.

Item Type: Article
Article Type: Article
Additional Information: Volume DOI: 10.30958/ajt/v6i3. ATINER does not require the transfer of any copyright, but permission must be asked if the paper is to be used for commercial purposes. The authors retain the full intellectual property rights of their paper and it can be used for any educational or research purpose, without the written permission from ATINER.
Uncontrolled Keywords: Stories; Storytelling; Beverage Companies; Hospitality Industry
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD2321 Industry
Divisions: Schools and Research Institutes > School of Business and Technology > Business, Entrepreneurship and Financial Management
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 04 Jul 2019 12:58
Last Modified: 25 Sep 2019 13:35
URI: http://eprints.glos.ac.uk/id/eprint/6943

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