Territorial Marketing, Attractiveness, and Socio-Economic Development: Perspectives of Territorial Stakeholders

This article aims to understand how territorial stakeholders perceive the role of territorial marketing in enhancing the attractiveness of the Tangier-Tetouan-Al Hoceima region, retaining businesses and skilled professionals, and promoting economic and social development. To this end, an exploratory qualitative approach was adopted, based on six semi-structured interviews conducted with various territorial stakeholders in the Tangier-Tetouan-Al Hoceima region. The findings show that the region has several important assets, particularly its geographical location, infrastructure, industrial activities, and tourism potential. However, the interviewees emphasize that these advantages do not benefit all areas and stakeholder groups equally. Disparities are particularly evident in access to employment, services, and economic opportunities. The study also highlights that attracting investors, businesses, and skilled professionals is not sufficient to ensure sustainable development. It is equally important to create favorable conditions for their long-term retention and the continued development of their activities within the region. Finally, concerns regarding the rising cost of living, water availability, and territorial inequalities suggest that territorial attractiveness should not be assessed solely in terms of investment and tourism, but also through its impact on residents' living conditions.