Moroccan Cultural Heritage and Place Marketing: What Convergence? A Comparative Study Between the National Museum of Ceramics, Safi, and the Water Museum Aman, Marrakech

Ikrame SELKANI; ANAS  ABOULAICHE

doi:10.25145/j.pasos.2026.24.049

Authors

Ikrame SELKANI Cesine Santander https://orcid.org/0000-0002-1618-011X
ANAS ABOULAICHE Cadi Ayyad University - Morocco

DOI:

https://doi.org/10.25145/j.pasos.2026.24.049

Keywords:

place marketing, cultural heritage, cultural tourism, museum of ceramics, Aman Museum, Safi, Marrakech, urban attractiveness, heritage conservation, territorial development

Abstract

Culture plays a pivotal role in defining the identity of a region and in understanding the self-expression of its inhabitants and communities through cultural activities that shape their heritage. Cultural expressions, including festivals, concerts, and museums, are essential to the vitality and well-being of cities and regions. They enhance a place's reputation, offer economic growth prospects, and strengthen business confidence. Territorial marketing, a management strategy emphasising differentiation and competitive advantage, is crucial for effectively promoting territories. This comparative study explores the dynamic interaction between cultural heritage and territorial marketing in Morocco, focusing specifically on two prominent museums: the National Museum of Ceramics in Safi and the Water Museum Aman in Marrakech. By examining their strategic approaches, impact on heritage preservation, and influence on territorial development, the study uncovers the convergence between cultural heritage conservation and territorial marketing. The findings highlight how these museums, through their distinctive collections and educational initiatives, contribute to enhancing the image and attractiveness of their respective cities, thereby fostering territorial development. This research offers valuable insights for policymakers, cultural institutions, and urban planners seeking to leverage cultural heritage in their territorial marketing strategies, ultimately contributing to sustainable growth and improved urban appeal.

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Editor & editorial board: profiles
Academic society: PASOS. Revista de Turismo y Patrimonio Cultural
Publisher: Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)

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