Collective action for joint agrifood and tourism marketing in Chefchaouen, Morocco
Résumé
In the region of Chefchaouen, Morocco, both public and private actors endeavour to valorise and promote place-specific assets and present unique territorial identities in development strategies targeting public policy or commercial domains. However, initiatives are dispersed and often depend on external funds. A joint marketing and place branding strategy could contribute to unify different actors and activities and to enhance the overall regional competitiveness. This would fit to the territorial development logic.