Territorial communication for sustainable development: a study of ecotourism and cultural tourism in Zerhoun, Morocco

Abstract

This research analyzes sustainable tourism and strategic territorial communication to enrich the image and attractiveness of the Zerhoun Region by employing the concept of ‘territorial communication’ to emphasize participatory engagement with local stakeholders, as opposed to the more commercially oriented notion of ‘place branding’. It aims to explain the role of eco-tourism and cultural tourism as effective tools of communication, as well as explore the relationship between territorial communication and these types of tourism. Furthermore, this paper examines an undeveloped communication strategy to build a territorial brand. Perspectives from stakeholders were obtained at a local level via non-directive interviews and document analysis. These included future tourism opportunities, collaborative communication methods, and the importance of cultural identity. These initiatives have forged Zerhoun into a sustainable attraction, emphasizing its authenticity and cultural heritage. Sustainable development increases the territory’s attractiveness, and the employed communication strategies enhance the region’s image and its feeling of community. Zerhoun is a case study of how the marriage of sustainability practice to brand strategy produces positive press coverage and confirms our hypothesis. An overview of the main findings is shown in the graphical abstract.