Digitalization and the Economic Valorization of Heritage Capital : Towards Sustainable Place Branding
Rania BELKHLIFI, Halima BAKALA
Pages 155–157 · PhD Candidate, Faculty of Legal, Economic and Social Sciences, Tangier, University Abdelmalek Essaadi, Morocco · Professor, Faculty of Legal, Economic and Social Sciences, Tangier, University Abdelmalek Essaadi Morocco
Abstract
Cultural and natural heritage constitutes a strategic component of territorial capital, whose economic valorization depends on the ability of territories to mobilize innovative tools. In this context, digitalization emerges as a key driver for transforming heritage resources into sustainable economic assets. This paper examines this process through the case of the city of Chefchaouen, characterized by a strong visual identity and a tourist attractiveness enhanced by digital platforms. The objective is to analyze the mechanisms through which digital technologies strengthen territorial attractiveness and contribute to the development of sustainable place branding. The methodology is based on an approach combining a conceptual framework and an empirical analysis grounded in the evolution of digital visibility and tourist flows over the period 2019-2024. The findings indicate that digitalization improves territorial visibility and fosters local economic value creation, provided that coherent digital governance is implemented.
Keywords: Digitalization, Territorial capital, Sustainable tourism, Territorial Branding, Chefchaouen