ABSTRACT
Inès KHATIR - Master 2 "Attractiveness and New Territorial Marketing" - Academic year 2023/2024
This thesis explores territorial governance and the attractiveness of regions in the context of the Paris 2024 Olympic and Paralympic Games, focusing particularly on improving the quality of life for residents. Emphasizing territorial marketing and material legacy, it analyzes how these events can catalyze urban transformation and contribute to enhanced quality of life. Territorial attractiveness is examined through two dimensions: behavioral, concerning the attraction of physical resources, and attitudinal, related to the psychological influence on individuals' attitudes. Territorial marketing plays a crucial role in balancing resource attraction and anchoring, mobilizing stakeholders, and promoting effective political and managerial governance. The Paris 2024 heritage plan, emphasizing responsibility and sustainability, aims to rehabilitate existing infrastructures, stimulate tourism and economic development, while enhancing the urban environment. By examining these transformations in the Provence-Alpes-Côte d'Azur region, this study highlights potential improvements in residents' quality of life, such as increased green spaces, improved transportation infrastructure, and the creation of new economic and cultural opportunities.
Keywords: behaviors, CSR, legacy, mega-events, Olympic and Paralympic Games, Paris 2024, place branding, quality of life, sport, territorial marketing, South Region, PACA.
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