ABSTRACT
Ingrid DJUISSIE - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2023/2024
In a context of heightened competition among territories to attract individuals' attention, sonic identity emerges as a promising tool in territorial marketing. This thesis explores the role of sonic identity in shaping perceptions of territories and strengthening emotional attachment among residents and visitors.
The central issue addressed in this study is to evaluate how sonic identity, often overlooked in territorial marketing strategies, can optimize territory memorability, enhance emotional attachment, and significantly improve its image.
To address this question, a qualitative methodology was employed. Interviews with residents and visitors of Marseille were conducted, accompanied by an analysis of the city's emblematic sounds. The collected data were interpreted using a thematic approach to deepen understanding of individual perceptions and the impact of sonic elements on territory perception.
Findings indicate that sonic identity is a potentially powerful tool for territorial marketing. By strategically integrating characteristic sonic elements of a territory, it is possible to create a distinctive and immersive atmosphere. This enhances the cultural identity of the place and evokes positive emotions among residents and visitors.
Keywords: attachment, behaviors, cognitive psychology, emotional marketing, experiential marketing, identity, image, immersive experience, perception, sensory marketing, social psychology, sound identity, Marseille.
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