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Place branding and local food souvenirs: the ethical attributes of national parks’ brands

Lucia Pizzichini (Department of Management, Universitá Politecnica delle Marche, Ancona, Italy)
Valerio Temperini (Department of Management, Universitá Politecnica delle Marche, Ancona, Italy)
Gian Luca Gregori (Department of Management, Universitá Politecnica delle Marche, Ancona, Italy)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 17 March 2020

Issue publication date: 17 April 2020

Abstract

Purpose

This paper aims to identify what ethical attributes tourists associate with national parks’ brands shown on food souvenir labels and the influence of such attributes on purchase motivations.

Design/methodology/approach

An exploratory study was carried out involving a total of 102 Italian tourists, who were interviewed at two different souvenir shops in Italy. Respondents were first asked to describe what images and values they were associating with the visited Italian National Park. The second level of questions related to the association of food products with national parks and the purchase motivations of food products branded with the national park’s label. The ethical attributes associated with the national parks’ brands and their relevance in purchase motivations were detected and analyzed through content analysis.

Findings

The analysis of the national park brand allows highlighting the food souvenir role in communicating ethical values that influence the perceived quality of food as well as tourists’ purchase motivations. The analysis reveals interesting implications for the enhancement of local productions in tourist destinations, more specifically, how the place brand can act as a valuable communication tool. Particular attention is given to the crucial role that national parks’ brands play in strengthening the value proposition of small businesses located within parks. This vision must be implemented from the perspective of mutual promotion of local food and tourism in these parks.

Originality/value

The results of this paper contributed to the literature by filling the gap regarding the role of place brands in promoting food souvenirs.

Keywords

Citation

Pizzichini, L., Temperini, V. and Gregori, G.L. (2020), "Place branding and local food souvenirs: the ethical attributes of national parks’ brands", Journal of Place Management and Development, Vol. 13 No. 2, pp. 163-175. https://doi.org/10.1108/JPMD-06-2019-0043

Publisher

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Emerald Publishing Limited

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