SUMMARY
Oumou Kalsoum SYLLA - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2021/2022
Senegal, through some of its cities and actions, in particular the new city of Diamniadio and the PDTE plan (tourism and business development project), has been involved since 2020 in an international territorial attractiveness approach. However, this approach seemed to us to be a little scattered for a small country like Senegal, with each territory seeking to be attractive in its own way. This is why we felt it would be more interesting to have a more global attractiveness policy for the whole country. In this respect, building a national brand seemed to us to be the best idea. Indeed, Senegal's culinary heritage is already an asset. Consequently, we felt it was important to see to what extent the country could use its culinary heritage to build its national brand image, by constructing the same narratives for all, the same shared values, and with the synergy of all Senegalese.
To answer this question, we explored the state of the literature. We then supplemented this by conducting a qualitative field study with experts.
To consult this study dissertation
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