Legends are liable to undermine the consistency of the local image. In Alberobello, located in the heart of Puglia (Italy), some fictional tales are still embedded in the popularisation of the area: for example, the alleged tax evasion of the early settlers (with the associated forced demolition of their dwellings) and the assumed magical influence of the symbols depicted on the roofs of the so-called ‘trulli’. This contribution focuses on the phenomenology of two myths and historical untruths that still significantly impact the popularity of the ‘Trulli of Alberobello’, one of the most renowned Italian tourist destinations, also due to its recognition as a World Heritage Site since 1996. While the inclusion among UNESCO sites has been an important marketing tool in global tourism from the beginning, the designation itself does not bind site managers to guarantee a faithful reconstruction and historical narration of the site. This has led to the flourishing of guided tours characterised by inaccurate and fanciful narratives, as well as the creation and sale of non-authentic tourist merchandise.
Gabriele Carmelo Rosato (Wed,) studied this question.