Journal of Hospitality Application and Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Building Destination Image:The Case of Morocco


Affiliations
1 SP Jain School of Global Management, Sydney, Australia
2 Amity University London, London, United Kingdom
3 Al Akhawayn University, Ifrane, Morocco
     

   Subscribe/Renew Journal


The aims of this research is to identify, analyse and evaluate the salient features, perceptions, prejudices, perceived country personality, media conveyed images and assessments of Morocco's current destination image. Data was collected using an intercept approach. International tourists were randomly intercepted in the main parking area for tourist buses, at local hotels and local tourist cafés in the Moroccan cities of Fez, Rabat, Agadir, Marrakech, Azrou and Ifrane. 344 surveys were collected. Three groups of characteristics were identified as to being either less than positive, or actual deterrent characteristics that could contribute to tourists changing their mind about choosing, not revisiting, or recommending Morocco. Response strategies are offered for the identified problematic areas some of which, it is argued, could form the basis for a national tourism marketing strategy which is appropriate, pragmatic, viable, unique and competitive reflecting market and indigenous realities.


Keywords

Tourism, Destination Image, Country Brand, Country Personality, Morocco.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 347-356.

  • Arana, J. E., & León, C. J. (2008). The impact of terrorism on tourism demand. Annals of Tourism Research, 35(2), 299-315.

  • Austin, J. R., Siguaw, J. A., & Mattila, A. S. (2003). A re-examination of the generalizability of the Aaker brand personality measurement framework. Journal of Strategic Marketing, 11(2), 77-92.

  • Azoulay, A., & Kapferer, J. N. (2003). Do brand personality scales really measure brand personality?. Journal of Brand Management, 11(2), 143-155.

  • Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657-681.

  • Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Interrelationship. Tourism management, 22(6), 607-616.

  • D’Astous, A., & Boujbel, L. (2007). Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60(3), 231-239.

  • Donaldson, R., & Ferreira, S. (2009, February). (Re-) creating urban destination image: Opinions of foreign visitors to South Africa on safety and security?. In Urban Forum (Vol. 20, No. 1, pp. 1-18).

  • Springer Netherlands.

  • Dominici, G., & Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2), 3-12.

  • Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image. Journal of tourism studies, 2(2), 2-12.

  • Σ∑ Gertner, R. K. (2011). Nation brand personality: Student’s perceptions of tourism and study abroad destinations. International review of business research papers, 7(6), 115-127.

  • Goldberg, L. R. (1992). The development of markers for the Big-Five factor structure. Psychological assessment, 4(1), 26.

  • Gunn, C. A. (1988). Vacationscape: Designing tourist regions. Van Nostrand Reinhold.

  • Hose, T. A., Wickens, E., & Weber, S. (2004). Typologies, tourism locations and images: meeting the real needs of real tourists. Reinventing a tourism destination: Facing the challenge, 103-114.

  • Keep, E., & Mayhew, K. (1999). The Leisure Sector, Skills Task Force, Research Paper No. 6, DfEE Publications, Sudbury.

  • Lawson, F., & Baud-Bovy, M. (1977). Tourism and recreation development. Architectural Press.

  • Lopes, S. D. F. (2011). Destination image: Origins, developments and implications. PASOS. Revista de Turismo y Patrimonio Cultural, 9(2), 305-315.

  • Pitt, L. F., Opoku, R., Hultman, M., Abratt, R., & Spyropoulou, S. (2007). What I say about myself: Communication of brand personality by African countries. Tourism Management, 28(3), 835-844.

  • McCrae, R. R., & Costa, P. T. (1987). Validation of the five-factor model of personality across instruments and observers. Journal of Personality and Social Psychology, 52(1), 81.

  • Nicely, A. (2009). Enhancing hotel learning: The impact of managers’ engagement in learning activities on their self-reported work-related learning levels. Oklahoma State University.

  • Oliveira, P., & Telhado Pereira, P. (2008). Who values what in a tourism destination? The case of Madeira Island. Tourism Economics, 14(1), 155-168.

  • Qu, H., Kim, L. H., & Im, H. H. (2011). A model of destination branding: Integrating the concepts of the branding and destination image. Tourism management, 32(3), 465-476.

  • SESRIC - Statistical, Economic and Social Research and Training Centre for Islamic Countries. (2015). International Tourism in OIC countries. Retrieved from http://www.sesrtcic.org/publicationsdetail.

  • php?id=358

  • Simpson, P. M., & Siguaw, J. A. (2008). Perceived travel risks: The traveller perspective and manageability. International Journal of Tourism Research, 10(4), 315-327.

  • Stepchenkova, S., & Morrison, A. M. (2006). The destination image of Russia: From the online induced perspective. Tourism Management, 27(5), 943-956.

  • Sturma, M. (1999). Packaging polynesia’s image. Annals of Tourism Research, 26(3), 712-715.

  • Tasci, A. D. (2009). Social distance the missing link in the loop of movies, destination image, and tourist behavior?. Journal of Travel Research, 47(4), 494-507.

  • Tasci, A. D., & Boylu, Y. (2010). Cultural comparison of tourists’ safety perception in relation to trip satisfaction. International Journal of Tourism Research, 12(2), 179-192.

  • Tasci, A. D., & Gartner, W. C. (2007). Destination image and its functional relationships. Journal of travel research, 45(4), 413-425.

  • Tasci, A. D., Gartner, W. C., & Cavusgil, S. T. (2007). Conceptualization and operationalization of destination image. Journal of hospitality & tourism research, 31(2), 194-223.

  • UNWTO World National Tourism Organisation. World Tourism Barometer April 2015 , accessed Nov 20, 2015.

  • Vantage equity. (2008). Retrieved from http://vantageequity.com/ archives/Vantage%20Daily%20Review%202011/VE-DailyReview-28-Apr11.pdf

  • World Tourism Organization Annual Report. (2015). Retrieved January 20, 2016. World Tourism Organization. Retrieved from http://www.unwto.org/aboutwto/why/en/why.php?

  • World Tourism and Travel Council. (2014). Travel and Tourism, Economic Impact. Retrieved from http://www.wttc.org/-/media/files/ reports/economic impact research/regional reports/world2014.pdf Σ∑ Zhang, Z., Zhang, Z., & Law, R. (2014). Relative importance and combined effects of attributes on customer satisfaction. The Service Industries Journal, 34(6), 550-566.

  • Zimet, D. (2009). Branding Turkey as Israel’s Number One Tourism Destination. Tourism Destination Development and Branding. Eilat 2009 Conference Proceedings.


Abstract Views: 334

PDF Views: 0




  • Building Destination Image:The Case of Morocco

Abstract Views: 334  |  PDF Views: 0

Authors

Nicolas Hamelin
SP Jain School of Global Management, Sydney, Australia
Park Thaichon
SP Jain School of Global Management, Sydney, Australia
Peter Taylor
Amity University London, London, United Kingdom
Hanae Habibi
Al Akhawayn University, Ifrane, Morocco

Abstract


The aims of this research is to identify, analyse and evaluate the salient features, perceptions, prejudices, perceived country personality, media conveyed images and assessments of Morocco's current destination image. Data was collected using an intercept approach. International tourists were randomly intercepted in the main parking area for tourist buses, at local hotels and local tourist cafés in the Moroccan cities of Fez, Rabat, Agadir, Marrakech, Azrou and Ifrane. 344 surveys were collected. Three groups of characteristics were identified as to being either less than positive, or actual deterrent characteristics that could contribute to tourists changing their mind about choosing, not revisiting, or recommending Morocco. Response strategies are offered for the identified problematic areas some of which, it is argued, could form the basis for a national tourism marketing strategy which is appropriate, pragmatic, viable, unique and competitive reflecting market and indigenous realities.


Keywords


Tourism, Destination Image, Country Brand, Country Personality, Morocco.

References