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

Autores

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

Palavras-chave:

marketing territorial, património cultural, turismo cultural, museu de cerâmica, Museu Aman, Safi; Marraquexe, atratividade urbana, conservação do património, desenvolvimento territorial

Resumo

A cultura constitui um elemento essencial na construção da identidade territorial e na expressão do património das comunidades. As atividades e instituições culturais, como festivais, concertos e museus, contribuem para o bem-estar social, reforçam a imagem dos territórios e geram oportunidades de desenvolvimento económico. Neste contexto, o marketing territorial surge como uma estratégia fundamental para diferenciar e posicionar cidades e regiões através da valorização dos seus recursos culturais. Este estudo compara dois museus marroquinos, o Museu Nacional de Cerâmica de Safi e o Museu da Água Aman de Marraquexe, e analisa as suas estratégias, o seu papel na conservação do património e a sua contribuição para o desenvolvimento territorial. Os resultados mostram que ambos os espaços, graças às suas coleções e ações educativas, reforçam a identidade e o atrativo das suas respetivas cidades, o que favorece a sua projeção e competitividade. A investigação evidencia a complementaridade entre a preservação do património cultural e o marketing territorial, e fornece orientações úteis para responsáveis públicos, instituições culturais e urbanistas interessados em promover um desenvolvimento sustentável baseado na valorização dos recursos culturais.

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