Towards a territorial marketing based on citizen involvement

Abstract

The aim of this research is to examine how local authorities, and more particularly municipalities, should focus on the local population in order to develop their territorial strategies. The study of governance falls within the scope of research on the transformation of local public action and on new forms of multi-level and multi-associates coordination: what roles do the devices and tools, in this case marketing in the fabric of local governance, play for a successful attractiveness, and how can governance be promoted on the basis of an endogenous strategy? The main purpose of this document is to provide a tool enabling deep reflections on better ways to strengthen territorial governance. It sets out the issues involved and proposes to contribute to the engineering of territorial governance defined as "the set of methods and tools enabling the coordination, participation and learning of actors and the piloting of territorial projects".Keywords: Territorial governance, endogenous strategy, territorial attractiveness, citizen

Keywords: Territorial governance, endogenous strategy, territorial attractiveness, citizen

DOI: 10.54941/ahfe1002865