Territorial marketing as a key tool to develop sustainable tourism in Kabylie (Algeria’s North Mountains), using the strategy “Marca Peru” used in Cusco as a benchmark

• Autor(a) principal: Naimi, Manal Lilia
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10284/10521
• topic: Territorial marketing; Destination marketing; Sustainable tourism; Marketing territorial; Marketing da destinação; Turismo sustentável; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

The tourism sector is undoubtedly one of the most successful economic sectors of these last decades. It has enabled developing countries, such as Peru, to rise to the top of the world competition. Indeed, tourism generating major economic challenges, the territories, and in particular the developing countries, have had to develop tools for enhancing the territory and promoting the Destination. This is how Peru, through its country brand "Marca Peru", has been able to differentiate its offer from the competition. However, if the brand has allowed Peru to attract millions of visitors each year to Machu Pichhu, the country's main attraction, the country has deplored the damage in this ancient site caused by mass tourism. This has therefore led Peru to rethink its policy of promoting the territory, driven by the success of its brand, to create and develop other forms of more sustainable tourism in its territory. It is therefore from this significant example that this dissertation was inspired to analyze the comparative advantages of the Kabyle territory, a largely rural territory in the North-East of Algeria, which would justify the use of territorial marketing and promotion of the destination, with the objective of implementing sustainable forms of tourism. In addition, in 2020, the global coronavirus pandemic hit the tourism sector hard, and highlighted the dangerous dependence on this sector in developing countries. But on the other hand, industry experts see this crisis as na opportunity to rethink tourism in a more sustainable way after the pandemic.