Abstract:

Faced with the current crisis and to the changes in tourism demand, territories and destinations are bound to question their tourism strategies. Thus, and to improve their attractiveness, tourist territories must make an effort to end visibility and legibility on the national and international market. The increased competition between destinations led more and more destinations to seek a premium positioning by valuing the assets of the territory. This logic of qualitative differentiation of territories has led in recent years to develop territorial marketing and in particular the appearance of multiple labels and territorial brands. This paper aims to analyze the relevance of the establishment of a brand strategy for a given territory and try to show how territorial mark, may be a relevant support for sit attractiveness and differentiation of a tourist destination General and destination "MOROCCO" in particular.