Le présent article aborde l’impact de l’image de marque de la destination touristique sur les com... more Le présent article aborde l’impact de l’image de marque de la destination touristique sur les comportements des touristes à travers l’attachement au lieu et l’intention de revisite. À travers cette étude exploratoire, quantitative et qualitative, l’article propose aussi de vérifier le rôle médiateur de l’attachement dans la relation image de marque-attractivité touristique et ceci à travers le cas de la destination Rabat, capitale du Maroc.
2022 2nd International Conference on Innovative Research in Applied Science, Engineering and Technology (IRASET), 2022
What about sustainable development, environmental practices and the Moroccan SME? The objective o... more What about sustainable development, environmental practices and the Moroccan SME? The objective of this communication is to bring out the real practices of sustainable development in the SME and this in terms of means mobilized in the realization of the environmental dimension, indeed, the SME being in an era where the environmental constraints do not cease complicating with the sides, especially, of the large structures. The investigation is carried out with the SME of the city of Kenitra because of the importance that requires this city in terms of area and economic contribution to the scale of the region which is 13.6% of jobs generated by the SME according to the HCP (2018). The results obtained show that in parallel with the economic and social concern, the Moroccan SME must integrate the different environmental practices in its managerial vision. This work shows the environmental practices that the Moroccan SME is unfortunately lacking as well as those that we find practiced within this structure.
Les crises naturelles et humaines sont devenues ces dernières années plus récurrentes, notamment ... more Les crises naturelles et humaines sont devenues ces dernières années plus récurrentes, notamment les pandémies comme celle de la covid 19.L'impact sur le secteur touristique en général et les destinations en particulier est énorme.La réflexion sur l'amélioration de l'image de marque des territoires touristiques et les solutions possibles pour faire revenir les touristes sur les sites touristiques sont d'actualité. Ces circonstances que nous vivons actuellement imposent aux parties prenantes du secteur touristique et les gestionnaires de l'image de marque des destinations d'acquérir de nouvelles pratiques permettant la gestion des crises sanitaires. La revue de littérature et les apports du marketing territorial que nous proposant dans ce papier explique le phénomène observé et propose de nouvelles implications en matière de gestion de l'image de marque capable de motiver à nouveau les touristes pourrevivre une nouvelle expérience touristique. C'est da...
In a globalized economy, where competition is blazing, where organizations strive to offer more p... more In a globalized economy, where competition is blazing, where organizations strive to offer more products and services to their clients, information is increasingly a key strategic factor. The adoption of Information and Communication Technologies (ICTs) plays a key role in developing business strategies that enable businesses, especially Small and Medium Enterprises (SMEs), improving their competitiveness in a globalized world today. The Information System (IS) has become a strategic lever that enables the firms respond to the needs of different markets. Our contribution, through this paper, aims to perform a critical and an updated literature review about information systems in private corporations, to examine their benefits for Small and Medium Enterprises (SME's) at the management level, to gain in competiveness, to ensure a smooth workflow, to grasp and process relevant internal and external information and invest it appropriately. We will also discuss some experiential case...
Today, competition and competitiveness are key factors in economic development. Inserted into a g... more Today, competition and competitiveness are key factors in economic development. Inserted into a globalized economy, dominated by the laws of the market, the territories have no alternative but to stand out from each other to attract potential investors. (M E, Ferreol 2013). The use of the territorial brand (culture, musical, culinary, artisanal, tourist, industrial, etc) is one of the major innovations in the promotion of territories. This marketing strategy conceives the territory as a product that must be sold, starting from the creation of a brand image, the development of a communication strategy and a promotion plan. In this context, there is a growing interest in territorial marketing strategies by public entities in charge of territories, be they cities (Babey & Giauque, 2009), regions (Mihalis Kavaratzis, Warnaby & Ashworth, 2015), from states (Papadopoulos & Heslop, 2002). This poses the opportunity for the implementation of a city branding strategy of the city of Dakhla an...
WSEAS TRANSACTIONS ON ENVIRONMENT AND DEVELOPMENT, 2021
The objective of this article is to study the existing relationship between training and the inte... more The objective of this article is to study the existing relationship between training and the integration of Sustainable Development (SD) practices in the Moroccan University. The issue at stake is to verify whether the training provided at the level of higher education institutions responds to the various worldwide challenges. In order to respond to the difficulties that impact the higher education model, Moroccan universities are invited to rethink their various approaches so that they can respond to the economic, social, societal and environmental constraints which are constantly evolving. Therefore, these universities must align themselves with the major challenges facing education today[1]. The empirical research method used in this quantitative study is a Likert’s scale based questionnaire. The investigation was carried out on a sample of 134 teachers-researchers of Ibn Tofail University of Kénitra (ITUK) (Morocco). The investigated sample population was surveyed during the tim...
Le citybranding est recent au Maroc, en effet, c’est en 2016 que la ville de Casablanca cree la p... more Le citybranding est recent au Maroc, en effet, c’est en 2016 que la ville de Casablanca cree la premiere marque-ville : « We Casablanca ». Mais, de plus en plus de villes tel que : Agadir, Fes, Marrakech, Rabat, Tanger, etc., se sont engage dans des strategies de marque afin de bâtir une image forte et de se distinguer. Pour C. Chamard (2004), nombreuses sont les villes qui sont a la recherche d’outils de mesure permettant de decrire et d’analyser la perception des differents publics (usagers, entreprises, touristes…) envers la marque ville. Au Maroc, aucun travail de recherche sur la mesure de ce concept n’a ete realisee, d’ou l’interet de cette communication. Ainsi, dans ce papier, nous presenterons dans un premier point le concept de la Marque ville, ainsi qu’une revue de litterature sur les instruments de mesures relatifs a ce concept. La methodologie choisie sera abordee par la suite, et enfin, un modele conceptuel sera propose.
Le présent article aborde l’impact de l’image de marque de la destination touristique sur les com... more Le présent article aborde l’impact de l’image de marque de la destination touristique sur les comportements des touristes à travers l’attachement au lieu et l’intention de revisite. À travers cette étude exploratoire, quantitative et qualitative, l’article propose aussi de vérifier le rôle médiateur de l’attachement dans la relation image de marque-attractivité touristique et ceci à travers le cas de la destination Rabat, capitale du Maroc.
2022 2nd International Conference on Innovative Research in Applied Science, Engineering and Technology (IRASET), 2022
What about sustainable development, environmental practices and the Moroccan SME? The objective o... more What about sustainable development, environmental practices and the Moroccan SME? The objective of this communication is to bring out the real practices of sustainable development in the SME and this in terms of means mobilized in the realization of the environmental dimension, indeed, the SME being in an era where the environmental constraints do not cease complicating with the sides, especially, of the large structures. The investigation is carried out with the SME of the city of Kenitra because of the importance that requires this city in terms of area and economic contribution to the scale of the region which is 13.6% of jobs generated by the SME according to the HCP (2018). The results obtained show that in parallel with the economic and social concern, the Moroccan SME must integrate the different environmental practices in its managerial vision. This work shows the environmental practices that the Moroccan SME is unfortunately lacking as well as those that we find practiced within this structure.
Les crises naturelles et humaines sont devenues ces dernières années plus récurrentes, notamment ... more Les crises naturelles et humaines sont devenues ces dernières années plus récurrentes, notamment les pandémies comme celle de la covid 19.L'impact sur le secteur touristique en général et les destinations en particulier est énorme.La réflexion sur l'amélioration de l'image de marque des territoires touristiques et les solutions possibles pour faire revenir les touristes sur les sites touristiques sont d'actualité. Ces circonstances que nous vivons actuellement imposent aux parties prenantes du secteur touristique et les gestionnaires de l'image de marque des destinations d'acquérir de nouvelles pratiques permettant la gestion des crises sanitaires. La revue de littérature et les apports du marketing territorial que nous proposant dans ce papier explique le phénomène observé et propose de nouvelles implications en matière de gestion de l'image de marque capable de motiver à nouveau les touristes pourrevivre une nouvelle expérience touristique. C'est da...
In a globalized economy, where competition is blazing, where organizations strive to offer more p... more In a globalized economy, where competition is blazing, where organizations strive to offer more products and services to their clients, information is increasingly a key strategic factor. The adoption of Information and Communication Technologies (ICTs) plays a key role in developing business strategies that enable businesses, especially Small and Medium Enterprises (SMEs), improving their competitiveness in a globalized world today. The Information System (IS) has become a strategic lever that enables the firms respond to the needs of different markets. Our contribution, through this paper, aims to perform a critical and an updated literature review about information systems in private corporations, to examine their benefits for Small and Medium Enterprises (SME's) at the management level, to gain in competiveness, to ensure a smooth workflow, to grasp and process relevant internal and external information and invest it appropriately. We will also discuss some experiential case...
Today, competition and competitiveness are key factors in economic development. Inserted into a g... more Today, competition and competitiveness are key factors in economic development. Inserted into a globalized economy, dominated by the laws of the market, the territories have no alternative but to stand out from each other to attract potential investors. (M E, Ferreol 2013). The use of the territorial brand (culture, musical, culinary, artisanal, tourist, industrial, etc) is one of the major innovations in the promotion of territories. This marketing strategy conceives the territory as a product that must be sold, starting from the creation of a brand image, the development of a communication strategy and a promotion plan. In this context, there is a growing interest in territorial marketing strategies by public entities in charge of territories, be they cities (Babey & Giauque, 2009), regions (Mihalis Kavaratzis, Warnaby & Ashworth, 2015), from states (Papadopoulos & Heslop, 2002). This poses the opportunity for the implementation of a city branding strategy of the city of Dakhla an...
WSEAS TRANSACTIONS ON ENVIRONMENT AND DEVELOPMENT, 2021
The objective of this article is to study the existing relationship between training and the inte... more The objective of this article is to study the existing relationship between training and the integration of Sustainable Development (SD) practices in the Moroccan University. The issue at stake is to verify whether the training provided at the level of higher education institutions responds to the various worldwide challenges. In order to respond to the difficulties that impact the higher education model, Moroccan universities are invited to rethink their various approaches so that they can respond to the economic, social, societal and environmental constraints which are constantly evolving. Therefore, these universities must align themselves with the major challenges facing education today[1]. The empirical research method used in this quantitative study is a Likert’s scale based questionnaire. The investigation was carried out on a sample of 134 teachers-researchers of Ibn Tofail University of Kénitra (ITUK) (Morocco). The investigated sample population was surveyed during the tim...
Le citybranding est recent au Maroc, en effet, c’est en 2016 que la ville de Casablanca cree la p... more Le citybranding est recent au Maroc, en effet, c’est en 2016 que la ville de Casablanca cree la premiere marque-ville : « We Casablanca ». Mais, de plus en plus de villes tel que : Agadir, Fes, Marrakech, Rabat, Tanger, etc., se sont engage dans des strategies de marque afin de bâtir une image forte et de se distinguer. Pour C. Chamard (2004), nombreuses sont les villes qui sont a la recherche d’outils de mesure permettant de decrire et d’analyser la perception des differents publics (usagers, entreprises, touristes…) envers la marque ville. Au Maroc, aucun travail de recherche sur la mesure de ce concept n’a ete realisee, d’ou l’interet de cette communication. Ainsi, dans ce papier, nous presenterons dans un premier point le concept de la Marque ville, ainsi qu’une revue de litterature sur les instruments de mesures relatifs a ce concept. La methodologie choisie sera abordee par la suite, et enfin, un modele conceptuel sera propose.
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