The objective of this article is to highlight the existing relationship between the tourist's destination brand image of the city of Rabat (Morocco) and its choice by foreign tourists to be visited once again. We suggest a reliable measurement scale able to measure the dimensions and associations of the brand image most memorized by tourists, so as to further attract the researchers and stakeholders curiosity in the tourism sector which face, every day, new challenges of attractiveness and sustainability of tourist destinations in the new Moroccan regionalization context. The survey is carried out on a sample of 454 foreign tourists in the city of Rabat because of the importance that this city requires in terms of overnight stays, that is to say nearly one million in 2018 according to the statistics of the Moroccan Tourism Observatory. The results obtained from the survey show that the functional and abstract associations jointly constitute the brand image of the city of Rabat in the foreign tourist's memory and that the abstract associations are more significant in the destination's choice.

The objective of this article is to study the existing relationship between training and the integration of Sustainable Development (SD) practices in the Moroccan University. The issue at stake is to verify whether the training provided at the level of higher education institutions responds to the various worldwide challenges. In order to respond to the difficulties that impact the higher education model, Moroccan universities are invited to rethink their various approaches so that they can respond to the economic, social, societal and environmental constraints which are constantly evolving. Therefore, these universities must align themselves with the major challenges facing education today[1]. The empirical research method used in this quantitative study is a Likert’s scale based questionnaire. The investigation was carried out on a sample of 134 teachers-researchers of Ibn Tofail University of Kénitra (ITUK) (Morocco). The investigated sample population was surveyed during the time period lasting from February the 1st to May the 31th, 2021. The analysis conducted regarding the results of the ANOVA of the variables reveals that the pedagogical approaches, curriculum and teaching methods are significant except for the teaching activities which display a value of 0.280 higher than the recommended threshold. Consequently, training in higher education can contribute to forging attitudes in the future in line with SD’s requirements by relying on pedagogical approaches. Hence, the University through training should contribute to a sustainable society in order to meet the 17 SD Goals which require that by 2030 all students should have the knowledge, skills and attitudes necessary to promote sustainable development. The results of this research will contribute to the development of new training curricula that meet the requirements of the various SD objectives. We have focused our research on the ITU Kénitra, we believe that our approach will serve as a basis to develop other cases of Moroccan universities to have an overall vision of training curricula converging towards the practices of SD at the Moroccan national level and for a better contribution in the new 2035 nationwide development model[2].

The objective of this article is to highlight the relationship between the integration of sustainable development practices in Moroccan Small and Medium Enterprises (Smes) and the challenge sought by managers in order to ensure competitiveness and sustainability. Indeed, present-day Smes are operating in a world where economic, social, societal or environmental constraints are constantly evolving. The Sme has to face, on a daily basis, new challenges such as economic stability and sustainability alongside the major structures because the challenge of any company is to be able to differentiate itself by adding its own trace promoting a more stable positioning in a fairly hostile environment. The investigation is carried out on a sample 30 Smes in the city of Kénitra due to the importance that this city holds in terms of both geographical dimension and economic inputs on the regional scale, 13.6% of the jobs generated by the SME according to the report of the high Planning Commission (HCP 2017). The results obtained reveal that the major concern of the managers of the Moroccan Sme is a purely commercial concern and that the integration of the various practices related to sustainable development in their managerial vision is only a means and does not constitute an objective to ensure the expected survival and sustainability.

No abstract