The Role of Territorial Marketing and Social Networks on the City’s Brand Image and Loyalty: The Case of the City of Hammamet

The objective of this research is to demonstrate the effect of territorial marketing (MT) and social media (SM) on the city’s brand image and how the latter can act on visitor loyalty. Therefore its future and its prosperity. Through a quantitative survey of 207 visitors to the city of Hammamet in Tunisia, we were able to show that MT and MS contribute to promoting the image of the city, which in turn has a positive effect on visitor loyalty. The moderating effects of age and gender were also studied, which brought out a certain number of interesting recommendations for managers and/or investors in the city of Hammamet.