The Effect of Territorial Marketing on City Image Valuation: An Exploratory Study in Algeria

Abstract

This study aimed to determine the level of the valuation of the image and identity of Batna as historic, traditional, revolutionary city, with specific natural and cultural skills. The study also sought to identify the impact of marketing on the valuation of territorial identity and image of Batna. The study was conducted on a sample of 24 directorates representing all the actors in Batna city. We distributed 158 questionnaires to employees in these directorates, 135 were recovered, were valid for statistical analysis. After treatment and analysis of hypothesis using SPSS, it was ascertained the existence of a positive rating of the economic partners to apply the territorial marketing on Batna city as a touristic destination. The study concluded that there is an impact between the application of territorial marketing on Batna city and the valuation of the image and the city identity. The results show statistically significant differences in the application of territorial marketing in terms of its dimensions due to accept the presence of the partnership and to the fact that the concerned directorate is a main part.