The Contribution of Crafts in Improving the Touristique Image of Essaouira: The Case of Marquetry
top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
crossref
doi
open access

Published: 22 December 2020

The Contribution of Crafts in Improving the Touristique Image of Essaouira: The Case of Marquetry

Mustapha Bouragba, Fatima Elkandoussi

Ibn Zohr University, Morocco

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

Download Full-Text Pdf

doi

10.31014/aior.1992.03.04.306

Pages: 1590-1597

Keywords: Branding, Crafts, Destination’s Image, Essaouira, Marquetry, Tourism

Abstract

In order to enhance tourism in Morocco, the 2020 vision is concentrating on an integrated and a proactive approach to national land-use planning. Eight territories have been set up, and each one has a positioning that the ministry of tourism plans to promote. Essaouira, which is a part of Marrakech Atlantic territory, is hence, presented as a destination that embodies the art of living. Namely, the marquetry, which is reflecting cultural and artistic identity has played a key role in fostering the touristic image of Essaouira. However, this role is not well highlighted and Essaouira's marquetry is encountering several obstacles that need to be fixed so as to improve this craft, which is the symbol of an entire province. The aim of this article is to evaluate the managerial practices of Essaouira's inlayers, in order to recommend suitable actions for the improvement of the city's marquetry sector and therefore contribute into the enhancement of its touristic image.

References

  1. Di Marino, E. (2008). The strategic dimension of destination image: An analysis of the French Riviera image from the Italian tourists’ perceptions. In 17th international tourism and leisure Symposium, Barcelona (pp. 17-18).

  2. Dourai, R. (2001). Image d’enseigne et positionnement dans la recherche de différenciation des distributeurs. Retrieved February 11, 2019, from www.Cric-France.com

  3. Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.

  4. El Jouali, A. (2003). Essaouira veut protéger son bois de thuya. Retrieved June 15, 2020, fromhttp://www.leconomiste.com/article/essaouira-veut-proteger-son-bois-de-thuya

  5. Essaouira’s Province. (2019). Monographie de la province d’Essaouira.

  6. François, H. (2008). Durabilité des ressources territoriales et tourisme durable: vers quelle convergence?. Géographie, économie, société, 10(1), 133-152. Retrieved from https://www.cairn.info/revue-geographie-economie-societe-2008-1-page-133.htm

  7. High Commission for the Plan of Morocco (2014). Recensement général de la population et de l’habitat. Retrieved June 12, 2020, from http://www.rgph2014.hcp.ma

  8. Hunt, J. D. (1982). Image as a factor in tourism development. Tourism Recreation Research, 7(1), 1-6. https://doi.org/10.1080/02508281.1982.11015054

  9. Kapferer, J. N., & Variot, J. F. (1985). Les six facettes de l'image du distributeur. Points de Vente (No. hal-00786794).

  10. Lawson, F., & Baud-Bovey, M. (1977). Tourism and recreation development. a handbook of physical planning. Architectural Press, London.

  11. Mankai, S. (2005). Modèle intégrateur de mesure de l’image d’une destination touristique : vers une approche « marque destination ». Cas de la Tunisie, 10èmes Journées de Recherche en Marketing de Bourgogne. Retrieved from https://studylibfr.com/doc/4996664/modele-integrateur-de-mesure-de-l--image-d--une-destination

  12. Mantei, C. (2015). Tourisme: quelle ambition pour la France? Les nouvelles voies du marketing territorial. In Annales des mines-Réalités industrielles (No. 3, pp. 25-29). FFE. https://doi.org/10.3917/rindu1.153.0025

  13. Marcotte, P., Bourdeau, L., & Leroux, E. (2011). Branding et labels en tourisme: réticences et défis. Management Avenir, (7), 205-222. https://doi.org/10.3917/mav.047.0205

  14. Ministry of Tourism and Handicrafts "Department of Tourism". (2011). Vison 2020 stratégie de développement touristique.

  15. Ministry of Tourism, Handicrafts and Social Economy "Department of Handicrafts and Social Economy". (2004). Artisanat 50 ans 1955-2005.

  16. Moalla, M., & Mollard, A. (2011). Le rôle des cognitions environnementales dans la valorisation économique des produits et services touristiques. Géographie, économie, société, 13(2), 165-188. Retrieved from https://ges.revuesonline.com/article.jsp?articleId=16636

  17. Nifle, R. (2004). L’attractivité territoriale–Quels en sont les critères et les enjeux. Le Journal Permanent de l’Humanisme Méthodologique, Paris.

  18. Provincial Direction of Handicrafts in Essaouira. (2019). Monographie du secteur de l’artisanat à Essaouira.

  19. Sibony, J. (2004). Essaouira, et sa marqueterie de thuya. Rabat : édition Marsam, Paris : édition Ibis Press.

bottom of page