STUDY DISSERTATION | The place of identity in territorial marketing: the case of Tangier.

SUMMARY

Yasmine ALAOUI - Master 2 Public Management - "Attractiveness and New Territorial Marketing" - 2016

The purpose of this study is to examine identity issues in the territorial marketing approach. In keeping with a moderate constructive epistemological posture, we have opted for an exploratory and deductive approach. Indeed, our methodology consisted, on the one hand, in studying the link between identity and the components of territorial marketing in the literature. On the other hand, we conducted an empirical study based on semi-structured interviews to examine identity and the place it must occupy in order to keep pace with the changes affecting this new metropolis, whose roots are planted in Eastern culture and whose branches flourish in Western culture. We are keen to combine our investigations in the past, present and future. The main results of our work show that Tangier has a strong, dominant identity that must be at the beginning and in command of any territorial marketing approach. This state of mind would constitute; a cohesion between stakeholders, a valorization of residents, a pledge for businesses, a promise for tourists and therefore a successful attractiveness.

Keywords: attractiveness, territorial marketing approach, identity, territorial marketing, territory, Tangier, Morocco.