Sport Tourism, Destination Image and Branding: What Contribution to Tourism Sustainability? A Literature Review Applied to the Case of Morocco

Abstract

Sport tourism is currently one of the most dynamic segments of the global tourism economy, at the crossroads of territorial marketing, event management, and sustainable development policies. The present article provides a narrative literature review on the relationships between sport tourism, destination image, territorial branding, and sustainability, with a focus on the Moroccan context. By mobilizing the foundational theoretical frameworks of destination image and destination branding, as well as specialized work in sustainable sport tourism predominantly undertaken by the International Research Network in Sport Tourism (IRNIST), the article demonstrates that the destination image is not only a consequence of sport tourism but also a condition of its sustainability. 
The chosen method is documentary: it relies on a thematic analysis of existing scientific literature, which corresponds to a legitimate conceptual synthesis approach for exploratory research. The case of Morocco, used as an illustration, demonstrates how a country builds a sports destination brand based on geographical diversity and a portfolio of international events, while simultaneously addressing environmental, social, and governance sustainability challenges. The article concludes by proposing an integrative model linking sports event capital, perceived image, brand capital, and territorial sustainability, and opens avenues for future empirical research.