Abundence and Diversity of Business Tourism Sites: Building Destination Attractiveness under the model "Bottom-up Destination Branding"

Abstract

The study aims to provide a conceptual and analytical framework for understanding the relationship between tourism promotion and tourism institutions in the province of Mostaganem. It reviews the province’s tourism assets and institutional structures, clearly demonstrating the diversity and strength of its local tourism capital. However, this wealth has not yet been translated into a fully integrated and profitable industry.

The findings highlight that Mostaganem possesses abundant but underutilized tourism resources, both in terms of quantity (148 sites) and quality (including beaches, monuments, museums, religious sites, and entertainment facilities). This makes tourism promotion an urgent strategic priority. Furthermore, the diversity of tourism assets enhances the resilience of the destination by reducing dependence on seasonal tourism and enabling adaptive and sustainable tourism development.The study also reveals a significant gap between the available resources and actual promotional performance. Due to a lack of coordination among local stakeholders and persistent institutional fragmentation, this wealth remains confined to reports and maps, surfacing in the minds of tourists only during the summer season.