The identity of the insular territories is generally built from top-down and "institutionalized" political logics. However, in the challenge for differentiation between territories and in particular islands, these approaches have their limits. It appears necessary to coordinate external economic and tourism development issues with local territorial issues, by identifying cultural resources as understood by cultural rights. To deploy a renewed island territorial marketing, it would be a question of implementing participatory projects and methodologies to meet the following challenges: How to create a common culture? How to promote citizen tourism? How to reveal the identities involved? Our research proposes to analyse the challenges of this "reverse" territorial marketing. In an exploratory phase of the research process, we question how can the island's website, particularly the home page, as place of digital expression of the desired identity contribute to a renewed imagination, excitment and to enhance positive behaviors? What is the contribution of the aesthetic dimensions of cognitive designs versus relational, experiential and emotional designs? We present the results of an exploratory study of two islands in Brittany conducted through a qualitative and a quantitative approach.