The contribution of territorial marketing to the attractiveness of tourist destinations: The Case of the Souss Massa region

Abstract

The objective of this paper is to analyze the contribution of territorial marketing to the tourist attractiveness of destinations. To do this, a literature review was carried out to clarify the relationship between the two key concepts. Then, an evaluation of the contribution of territorial marketing to tourist attractiveness was carried out, highlighting the role of the latter in the context of territorial development.

The research framework is based on SEM (Structural Equation Model) modeling carried out using the SmartPLS.V.3 procedure. The study sample was made up of actors operating in the Souss Massa region. The objective was to identify potential links between territorial marketing practices in this region and the tourist attractiveness that it generates. In short, this study aims to answer the following problem: what is the specific role of territorial marketing in the development of the attractiveness of tourist destinations, focusing on the particular case of the Souss Massa region. The results of our SEM modeling analysis allowed us to study in depth the variables which illustrate the existence of a significant and positive relationship between territorial marketing and tourist attractiveness. Adequate place marketing practices can play a determining role in the attractiveness and success of a destination, thus creating a positive impact on tourism and the economic prosperity of the Souss Massa region.

Keywords: Territorial marketing, Tourist attraction, Territorial development, Souss Massa region

Classification JEL: M31, O18, R11

Paper type: Empirical research