Late nineteenth-century tourists looked to nature for beauty, so Burgundy, with its industrial and agricultural landscapes, was perceived as a region of historical interest but not as picturesque. Yet as tourist interests after the Great War encompassed folklore and gastronomy, the region’s image came to be promoted through its food industry. The earlier aristocratic image of its wines was superseded by one of growers engaged in a labor of love. The wine-producing economy became emblematic of Burgundy. Since scenery was a prerequisite of regional identity, it was the vineyard, the theater in which Burgundy’s luxury output was crafted, that came to typify the area.

Fin dix-neuvième, pour les touristes, seuls les sites naturels à l’exclusion des espaces industriels et agricoles constituent des paysages, faisant de la Bourgogne une région historique sans paysage. La rénovation des objets du tourisme après guerre incluant le folklore et la gastronomie permet à la région de se constituer une image valorisant son industrie alimentaire et renverse l’imaginaire aristocratique des vins bourguignons, pour un univers vigneron. La stéréotypisation de la Bourgogne se fait autour de son économie viticole. Le paysage typique élément de la check-list identitaire régionaliste devient viticole, espace productif désormais distinctif comme mise en scène artisanale de la production de luxe.

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