Riad and dar ‘house’ are frequently confused, but with the following elements, we can tell the difference. Riads are likewise larger and more spacious than dars, although not to the level “ground floor + first floor”, as they are designed for almost four generations of the same family under one roof. Riads feature an exterior façade comprising a blind wall to 8 meters high, completely neutral, with nearly no windows. These Riads were erected to prevent indiscreet eyes from seeing inside. In the middle of the Riad, there is a fountain, richly decorated in zellige ‘tiles’ and carved plaster, surrounded by four separate gardens, containing lemon, fig, mint trees…, giving off a subtle fragrance for the locals. In Morocco, Riads are very common in the old ‘Médinas’. These houses benefit from a very rich history made through its own architecture. They were initially houses of notables, keen to protect the privacy of their families. Nowadays, Riads have been restored for a touristic objective as guest houses where the visitor encounters a comfy area, frozen in another time. Rabat, Meknes, Fez, and Marrakech are the cities that have been nominated for the World Heritage by UNESCO. This list is not complete, but these cities were chosen to expand the Riad phenomenon in the country. In this paper, we will discover the history of the Riads through their architecture giving some examples. Keywords: Riad, Architecture, Morocco, Médina, Tourist, Morocco

Annals of Social Sciences & Management studies are an international journal which focuses to spread a vast knowledge to the readers. ASM includes various topics which cover every part of Sociology and management studies like Philosophy & Public Affairs The latter owe their name to their prayer which practices it following the Sufi order. It is a dance to awaken the curiosity of different people from all four corners of the world to admire this show. Hence the beginning of a tourism with culture and art that will be called cultural tourism in the city of Konya in Turkey.

The entrepreneurial spirit has always been a very important notion, especially on these days where the concept has been of renewed interest at both theoretical and practical levels. Entrepreneurship as well as marketing, are two recent concepts for economists and theorists. On the other hand, these two concepts have become intrinsically linked to each other to the extent that the current success of any project can reach its optimal point without the intervention of the businessman and marketing. It is necessary to have a concrete and innovative idea that makes a difference and helps the business to stand out, in order to surprise, and build customer loyalty. But what are companies like in the launch phase? Is it true that these companies, thanks to a good, well-designed marketing strategy, have been able to carve out a niche for themselves and make themselves known?

Culture plays a pivotal role in defining the identity of a region and in understanding the self- expression of its inhabitants and communities through cultural activities that shape their heritage. Cultural expressions, including festivals, concerts, and museums, are essential to the vitality and well-being of cities and regions. They enhance a place's reputation, offer economic growth prospects, and strengthen business confidence. Territorial marketing, a management strategy emphasising differentiation and competitive advantage, is crucial for effectively promoting territories. This comparative study explores the dynamic interaction between cultural heritage and territorial marketing in Morocco, focusing specifically on two prominent museums: the National Museum of Ceramics in Safi and the Water Museum Aman in Marrakech. By examining their strategic approaches, impact on heritage preservation, and influence on territorial development, the study uncovers the convergence between cultural heritage conservation and territorial marketing. The findings highlight how these museums, through their distinctive collections and educational initiatives, contribute to enhancing the image and attractiveness of their respective cities, thereby fostering territorial development. This research offers valuable insights for policymakers, cultural institutions, and urban planners seeking to leverage cultural heritage in their territorial marketing strategies, ultimately contributing to sustainable growth and improved urban appeal.