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

中文翻译：

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放置品牌和当地食品纪念品：国家公园品牌的伦理属性

本文旨在确定游客与食品纪念品标签上显示的国家公园品牌相关的道德属性以及这些属性对购买动机的影响。进行了一项探索性研究，涉及总共102名意大利游客，他们分别接受了两次采访意大利的各种纪念品商店。首先要求受访者描述他们与参观的意大利国家公园相关的图像和价值。第二级问题涉及食品与国家公园的关联以及带有国家公园标签的食品的购买动机。通过内容分析，发现并分析了与国家公园品牌相关的道德属性及其与购买动机的相关性，对国家公园品牌的分析可以突出食物纪念品在传达影响人们所感知的食物质量以及游客购买动机的道德价值观方面的作用。该分析揭示了对提高旅游目的地的本地生产的有趣意义，更具体地说，该地方品牌如何充当有价值的传播工具。特别关注国家公园的品牌在加强公园内小型企业的价值主张方面所起的关键作用。必须从在这些公园中相互促进当地食品和旅游的角度来实现这一愿景。本文的结果通过填补关于地方品牌在促进食品纪念品中的作用的空白为文献做出了贡献。