Territorial Digitalization as a Strategic Digital Marketing Tool: An In-depth Qualitative Analysis of Practices in the Casablanca-Settat Region"

La digitalisation des territoires, un outil de marketing digital: une étude qualitative approfondie des pratiques des acteurs de la région Casablanca-Settat

Elharissi Hanan and Gmira Firdaous
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Elharissi Hanan: FEG SETTAT - Faculté d’Économie et de Gestion de Settat
Gmira Firdaous: FEG SETTAT - Faculté d’Économie et de Gestion de Settat

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Abstract: This article explores the role of digitalization as a digital marketing tool to enhance territorial attractiveness, focusing on the Casablanca-Settat region. Based on a qualitative study involving 16 interviews with local stakeholders, this research analyzes the impact of digital transformation on regional attractiveness. The diversity of perspectives has deepened the understanding of various issues, particularly those related to the concept of an attractive territory and the central role of digitalization. The results reveal that the region's attractiveness depends on seven key factors: territorial stability, legislation and the legal system, geolocation, territorial intelligence, quality infrastructure, digitalization of the territory, and access to resources, markets, and information. Digital initiatives, such as the digitalization of administrative procedures, have proven essential for enhancing the region's attractiveness to investors and businesses.

Keywords: la digitalisation territoriale; le marketing digital; les facteurs de l'attractivité territoriale; l'attractivité territoriale; les parties prenantes; African Scientific Journal; la digitalisation territoriale le marketing digital les facteurs de l'attractivité territoriale l'attractivité territoriale les parties prenantes Territorial digitalization digital marketing factors of territorial attractiveness territorial attractiveness stakeholders; les parties prenantes Territorial digitalization; digital marketing; factors of territorial attractiveness; territorial attractiveness; stakeholders (search for similar items in EconPapers)
Date: 2024
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Published in African Scientific Journal, A paraître, 03, Numéro 25, Août 2024 (25), pp.0378 - 0409. ⟨10.5281/zenodo.13292221⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04671641

DOI: 10.5281/zenodo.13292221

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