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Collective action for joint agrifood and tourism marketing in Chefchaouen, Morocco

Mechthild Donner (), Fatiha Fort and Sietze Vellema
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Mechthild Donner: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - INRA - Institut National de la Recherche Agronomique - Montpellier SupAgro - Centre international d'études supérieures en sciences agronomiques - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier, WUR - Wageningen University and Research [Wageningen]
Sietze Vellema: Technology and Innovation group - WUR - Wageningen University and Research [Wageningen]

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Abstract: In the region of Chefchaouen, Morocco, both public and private actors endeavour to valorise and promote place-specific assets and present unique territorial identities in development strategies targeting public policy or commercial domains. However, initiatives are dispersed and often depend on external funds. A joint marketing and place branding strategy could contribute to unify different actors and activities and to enhance the overall regional competitiveness. This would fit to the territorial development logic.

Keywords: place branding; territorial development; local governance; morocco; case study; tourism; trade names; marque commerciale; développement du territoire; gouvernance locale; tourisme; stratégie commerciale; coopération; maroc; étude de cas; terroir; action collective; développement local (search for similar items in EconPapers)
Date: 2015-08-18
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Published in 26. ESRS Congress. "Places of possibility? Rural societies in a neoliberal world", European Society for Rural Sociology / Société Européenne de Sociologie Rurale (ESRS). INT., Aug 2015, Aberdeen, United Kingdom. 2 p

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