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Jul 17, 2022Keywords:
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Le marketing territorial comme moyen du éveloppement d'une destination touristique : Cas de la région Marrakech Safi Territorial marketing as a means of developing of a tourist destination: case of the Marrakech Safi region
Abstract
Plusieurs auteurs de littérature ont défini l’image de marque, ils ont surtout démontré la complexité de la définir de manière absolue, tout en l’associant à des attributs spécifiques. Cette définition devient plus complexe quand elle est transposée à une destination. Dans ce sens, nous avons essayé de transposer l’image de marque (son processus de construction) sur une destination territoriale localisée, en l’occurrence la région de Marrakech-Safi (notre étude de cas).
Several authors of literature have defined the brand, they have mostly demonstrated how is not easy to define it exactly mainly associating it with specific attributes. This definition becomes more convoluted when it is transposed to a destination. We tried in this sense, to transpose the image (its construction process) to a given destination, in the region of Marrakech-Safi (our case study).
