Territorial marketing and tourist attractiveness: Case of Souss Massa region

Abstract

This article delves into the pivotal role of territorial marketing in boosting tourism attraction, with the Agadir Souss Massa region serving as a case study. It examines how the region has formulated and implemented territorial marketing tactics to elevate its status as a top tourist destination. The investigation of regional players' perceptions of Territorial Marketing in Souss Massa underscores numerous crucial aspects vital for the region's development and promotion. Through an analysis encompassing theoretical frameworks, practical applications, and empirical findings, the article aims to address the following query: To what extent does territorial marketing contribute to the allure of the Souss Massa region for tourists? Employing a qualitative approach, the study endeavors to facilitate free expression of views among informants and field workers on the subject matter.

The paper extensively explores the core components of these strategies, encompassing the promotion of natural and cultural attractions alongside local infrastructure. It underscores Agadir Souss Massa's success in crafting a unique and memorable identity through strategic and innovative marketing endeavors. In summary, the research underscores the intricacies of how Territorial Marketing is perceived within the Souss Massa region. While stakeholders acknowledge its potential as a competitive asset, persistent challenges such as funding constraints, skills shortages, and resistance to change remain. Ensuring successful integration requires close collaboration, heightened coordination, and an innovative mindset. By seizing the opportunity to steer their strategies towards well-conceived and well-coordinated Territorial Marketing, regional players can propel the Souss Massa region towards new vistas of development and attractiveness.

Key words: Territorial marketing, tourist appeal, promotion.

JEL Classification : Z33, M31, O18, R11

Paper type: Empirical research