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This paper presents an analytical approach to identifying the important characteristics of accident black spots on Moroccan rural roads. An association rule mining method is applied to extract road spatial characteristics associated with fatal accidents. The weighted severity index was calculated for each section, which was then used to determine the severity levels of black spots. The apriori algorithm is applied to find the correlation between road characteristics and the severity levels of black spots. Then, a general rule selection method is proposed to identify the rules strongly associated with each severity level. The results show that the proposed approach is effective in identifying the most important factors contributing to accidents. Furthermore, it shows that the combination of several road characteristics, such as road width, road surface, and bridge presence, may contribute to fatal accidents. The general rule selection found that wet, bad surfaces, and narrow shoulders were significantly associated with accidents on rural roads. The findings of the present study can help develop effective strategies to reduce road accidents and thus improve road safety in the country. [ABSTRACT FROM AUTHOR]