期刊名称：European Journal of Tourism, Hospitality and Recreation
印刷版ISSN：1647-9254
出版年度：2011
卷号：2
期号：3
出版社：Instituto Politécnico de Leiria
摘要：This study identifies some of the difficulties faced when trying to get a holistic understanding of the tourist territorial brands. The title itself, inspired by the classic movie “One Flew Over the Cuckoo’s Nest”, expresses the analytical attitude followed in this study. Both the complexity of the tourism phenomenon and the disciplinary fragmentation, and the juxtaposition of the different codes used to analyse this phenomenon invited the authors to fly over the research field, identifying some of the pieces of a puzzle which hasn’t made sense yet. Thus making the title of this article meaningful, this matter is approached with a certain detachment concerning the different scientific disciplines. By using secondary information, this study highlights the complexity of the concept “destination brand”, emphasising the aspects related to the territorial bond of the heritage attractions, trying to integrate the “Designation of Origin” and “World Heritage” labels in the set of factors underlying the concept of destination brands
关键词：Branding; destination brand; territorial attachment; designation;of origin; World Heritage
