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dc.contributor.authorHamelin, Nicolas
dc.contributor.authorThaichon, Paramaporn
dc.contributor.authorTaylor, Peter
dc.contributor.authorHabibi, Hanae
dc.date.accessioned2017-07-06T03:05:10Z
dc.date.available2017-07-06T03:05:10Z
dc.date.issued2016
dc.identifier.issn0973-4538
dc.identifier.urihttp://hdl.handle.net/10072/340884
dc.description.abstractThe aims of this research is to identify, analyze and evaluate the salient features, perceptions, prejudices, perceived country personality, media conveyed images and assessments of Moroccos 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherPublishing India Group
dc.publisher.urihttp://www.publishingindia.com/johar/7/building-destination-image-the-case-of-morocco/561/3991/
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto20
dc.relation.ispartofissue2
dc.relation.ispartofjournalJournal of Hospitality Application & Research
dc.relation.ispartofvolume11
dc.subject.fieldofresearchTourism not elsewhere classified
dc.subject.fieldofresearchCommercial Services
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode150699
dc.subject.fieldofresearchcode1504
dc.subject.fieldofresearchcode1506
dc.titleBuilding Destination image: The case of Morocco
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2016 Publishing India. The attached file is reproduced here in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorThaichon, Park


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