Abstract:

In Morocco, since the announcement of the advanced regionalization project in 2011, new missions have been given to the Moroccan regions. Local authorities have had to strengthen the competitive advantages of regions in order to attract capital, and therefore investors, tourists and residents. Territorial marketing appears, with the objective of promoting the territory in order to improve its competitiveness and attractiveness. This will involve attracting investors or residents and retaining them. The determinants of territorial attractiveness broaden from functional and material considerations to elements of well-being, quality of life, emotions and identity (Gollain, 2020); that is why the interest in looking at the notion of territorial well-being. It is a multidimensional concept, and its measurement is a complex exercise. To this end, different methods have been described in the scientific literature since the 1980s (Abaleron, 1998). The objective of this work is first to understand the concept of territorial well-being through a theoretical approach, and second to propose a reference model that allows us to understand what the elements of territorial well-being are in Tangier, a city in full expansion.