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The Digitalization of Territorial Marketing in the Service of Development of Southern Regions, an Empirical Study

In: Technological Innovations for Sustainable Development

Author

Listed:
  • Fatima Zahra El Karmaoui

    (Universite Ibn Zohr Agadir Morocco laboratoire de recherche en management et aide à la décision)

  • El Ouali El Blaidi

    (Universite Ibn Zohr Agadir Morocco laboratoire de recherche en management et aide à la décision)

  • Ahmed El Hammoumi

    (Sidi Mohamed Ben Abdellah University (USMBA), Department of Management, Faculty of Economics and Management Sciences)

Abstract

This study analyses the impact of the digitalization of territorial marketing on the tourist attractiveness of the southern provinces of Morocco. Five hypotheses were tested on a sample of 300 local actors, through regression analysis. Assumptions are made about various factors, such as the digitalization of territorial marketing, the use of digital platforms, public-private collaboration, and digital marketing initiatives. The results confirm the positive effect of digitalization on tourism attractiveness. In particular, the use of digital platforms (websites, social networks, mobile applications) is the most decisive factor, followed by collaboration between public and private actors, the digitalization of territorial marketing strategies, and digital marketing initiatives. These elements help to strengthen the brand image and reach new market segments, including young people and international tourists. Statistical analyses, including regression tests and coefficients, validate all assumptions. Thus, this study shows that digitalization is an essential lever to improve the tourist visibility of the southern regions of Morocco, allowing better promotion, a personalized tourism experience and greater satisfaction of visitors. The results highlight the importance of effective collaboration between public and private sectors in implementing digital strategies.

Suggested Citation

  • Fatima Zahra El Karmaoui & El Ouali El Blaidi & Ahmed El Hammoumi, 2025. "The Digitalization of Territorial Marketing in the Service of Development of Southern Regions, an Empirical Study," Lecture Notes in Information Systems and Organization, in: Badr-Eddine Boudriki Semlali & Ikram Ben Abdel Ouahab & Fabio Angeletti (ed.), Technological Innovations for Sustainable Development, pages 268-277, Springer.
    • Handle: RePEc:spr:lnichp:978-3-032-06725-8_23
    DOI: 10.1007/978-3-032-06725-8_23
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