Tourism Marketing for Natural and Cultural Patrimony through Touristy Farms in the Province of Tetouan and Tangier, Morocco

Abstract

Touristy farms have appeared throughout numerous regions of the world as a means of promoting both natural and cultural heritage. Nevertheless, scant research has focused on applying tourism marketing to touristy farms in North Morocco. The current study investigates how touristy farms in the province of Tetouan and Tangier, Morocco, valorise and market their natural and cultural patrimony. Relying on a structured questionnaire distributed to farm owners, thirty practical replies have been gathered and analysed via a descriptive analytical approach. The findings reveal that the questioned farms are chiefly small, owned by individuals or families. Shaped as tiny enterprises, these farms mainly valorise agricultural and experiential heritage such as mountains, gardens, agricultural practices and traditional food, instead of constructed or monumental heritage. These farms announce wide target markets but they only entice local and regional tourists; this gap is due to strong dependence on a single marketing channel, social media, along with community involvement, whereas further formal devices as brochures, tourism agencies, branding, and artificial intelligence carry on being insignificant. The most repeatedly mentioned challenges are tourism seasonality, low promotion, financial constraints, and weak infrastructure. Satisfying tourists is chiefly checked via informal review of social media content, instead of structured tools. These outcomes advocate the studies on tourism marketing through farms by presenting proof from Morocco and the North Africa context, which has obtained minimal research attention. They also stress useful stages that could support the sector achieve rural growth as diversifying marketing channels, constructing formal brands, and evaluating tourist gratification in a structured method.

Keywords: Tourism marketing; natural and cultural patrimony; touristy farms; agritourism; rural tourism; Morocco.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/849