SUMMARY
Tony ROBIN - Master 2 "Attractiveness and New Territorial Marketing" - 2018
Today, environmental issues are at the forefront of society's debates. In light of these issues, we need to reconsider the role of the natural environment in building the attractiveness of territories. While the ways in which territorial marketing and the environment are approached are converging, meeting the needs of target players and territories remains a challenge. Preserving biodiversity, improving air quality and preserving the quality of the landscape all contribute to the attraction and anchoring of territories. These territorial resources form a differentiating criterion for a territory. When approached from a territorial marketing angle, these specific features offer positioning opportunities for regions. Underlying these assertions lies the problem of marketing territories through the resources of the natural environment, the activation of which is controlled by the interplay of actors.
Keywords: attractiveness, anchoring, environment, territorial marketing, positioning, territorial resource
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