The dynamic process of touristic attractiveness of a territory through the valorization of the immaterial cultural heritage: an asset of creative tourism in Morocco

Abstract

These last years have witnessed in Morocco, as well as in a good number
of other countries, the multiplication of new modes of tourism, called
“creative” or leaning back against a form more and more greatly prized by
“sustainable development”.
In fact, creative tourism is considered as the new generation of cultural
tourism which invites tourists to discover local cultures by participating in artistic and creative activities with natives (this is called co-creative
experiences).
We will examine this new activity through the practical case of a Moroccan
association « Le Maroc chez l’habitant » (Morocco in the home of the
inhabitant) who aims at offering visitors of Morocco the possibility of not
only admiring the landscapes and visiting the monuments, but also paying
visits to the inhabitants of the country and sharing moments in their daily
life in order to understand the local realities and especially learn about
the culture.
However, we put into question the efficiency of this new linking relationship.
This new form of tourism certainly generates new experiences. Several
questions arise: to what extent can we consider this activity as the opportunity to create a value chain for the place of destination via a quality offer,
as well as for the territorial locations in terms of quality of life for natives
and the valorization and development of intangible heritage in order to
make sense and create value?
To what extent are the tourists offered the possibility to develop their creative
potential by being actively involved in a process of creation connected with
a place or a local culture.