Building Morocco's destination image

Dissertant

Habibi, Hanay

Thesis advisor

Hamelin, Nicolas

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2010

English Abstract

Destination image is a new concept in the tourism field with the objective of creating an image of a country in the struggle of staying competitive in this ever-growing industry.

This image helps countries have identities and enhance not only awareness, but also satisfaction through delivering diverse programs to fulfill different desires tourists have.

Destination Image was always measured by the attributes a country offers which range from the touristic activities, the natural resources, to the quality of transportation and accommodation.

Recently, Destination Image has been measured by intangible factors that are called “holistic components”.

These intangible factors are as important as the tangible country attributes and represent information sources and perceptions of tourists.

The tourists’ perceptions represent the fundamentals of the creation of the country image and it is thanks to the satisfaction of tourists that the industry grows and prospers.

This study is therefore concerned with analyzing the components of Morocco’s Destination image in terms of the attributes of Morocco as a product, the information sources used in managing the travel to Morocco, the Problems that would have made tourists change their mind about choosing Morocco, the Country Personality model d’Astous and Boujbel that tourists use to judge Morocco, and finally the socio-demographic and economic information of tourists.

The findings reveal that Morocco’s Ratings are not linked to the personal information of respondents, but are linked to the other factors.

In other words, this rating (that leads to building a Destination Image) is positively correlated with some product attributes, with the information sources, and with some positive personality traits, while it is negatively linked to problems and to some negative personality traits.

Main Subjects

Business Administration

No. of Pages

100

Table of contents.

Abstract.

[Chapter One] : Introduction and background.

[Chapter Two] : The purpose of the research.

[Chapter Three] : Problem identification.

[Chapter Four] : Literature review.

[Chapter Five] : Conceptual model of the research.

[Chapter Six] : Hypothesis formulation.

[Chapter Seven] : Methodology and research design.

[Chapter Eight] : Data analysis.

[Chapter Nine] : The final conceptual model.

[Chapter Ten] : Discussion and recommendations.

[Chapter Eleven] : Limitations of the research.

References.

American Psychological Association (APA)

Habibi, Hanay. (2010). Building Morocco's destination image. (Master's theses Theses and Dissertations Master). Al Akhawayn University, Morocco
https://search.emarefa.net/detail/BIM-627901

Modern Language Association (MLA)

Habibi, Hanay. Building Morocco's destination image. (Master's theses Theses and Dissertations Master). Al Akhawayn University. (2010).
https://search.emarefa.net/detail/BIM-627901

American Medical Association (AMA)