Speakers
Description
Landmarks are essential components of urban environments, serving as a city's physical and symbolic heart. They significantly influence a city's cultural character and perception on the international stage. This study explores the transformative relationship between Casablanca's historical landmarks and newly established branded structures, evaluating their impact on the city's image as perceived by locals and tourists. While these branded projects aim to establish the city as a competitive global center, they often overlook the cultural and historical significance of pre-branding icons such as the Hassan II Mosque, Bab Marrakech, and the medieval Medina.
This research employs both qualitative and quantitative surveys to assess public perceptions of traditional versus branded monuments. It highlights the contrast between the heritage that local inhabitants cherish and the globalized image that is marketed to tourists. Findings indicate that traditional landmarks, deeply rooted in Casablanca's collective memory and cultural legacy, resonate more profoundly with residents. In contrast, tourists tend to be attracted to modern landmarks that offer leisure and economic opportunities. The Hassan II Mosque is a cohesive symbol, celebrated for its cultural and architectural significance, demonstrating how one monument can encapsulate historical legacy and modern aspirations.
The study underscores the risks of cultural commercialization that accompany contemporary branding efforts, where new landmarks often do not harmonize with their local environments. By blending historic and modern elements, Casablanca can create a more cohesive city image that preserves its unique identity while embracing modernization. This research offers practical insights on how urban planning can align cultural landscapes with branding initiatives, fostering resilience and inclusivity in rapidly evolving cities.
The results contribute to broader discussions on cultural sustainability and the transformative role of heritage in urban development.
Key Words: City Image, City Branding, Landmarks, Cultural Heritage, Urban Identity, Casablanca
| Keywords | City Image, City Branding, Landmarks, Cultural Heritage, Urban Identity, Casablanca |
|---|---|
| Best Congress Paper Award | Yes |
