The Digital Marketing Practiced by the Moroccan Tourism Sector: National-scale Communication Actions and Environmental Management

Abstract

Tourism plays a crucial role in the economic growth of Morocco. To promote the country, the tourism sector has adopted innovative digital marketing strategies highlighting its cultural diversity, breathtaking landscapes, and legendary hospitality. Social media, travel blogs, and online booking platforms have been utilized to reach a wider audience and enhance Morocco’s visibility as an attractive tourist destination. This study focuses on the impact of communication actions and environmental management on the Moroccan tourist experience. Its objective is to evaluate the effectiveness of national-scale digital marketing practices and examine the environmental impact of these activities on the tourist experience. A sample of 100 participants was utilized for this quantitative study. The results of the statistical analysis revealed a positive correlation between communication actions and environmental management with the tourist experience in Morocco. Future research perspectives include exploring the opportunities offered by the Metaverse for the Moroccan tourism sector. These findings underscore the importance of continuing to promote sustainable practices and enhancing the tourist experience in Morocco.

Keywords

• digital marketing
• moroccan tourism sector
• digital communication
• communication actions
• environmental management
• online marketing strategies
• responsible tourism
• e-tourism
• social media
• e-tourism
• cultural tourism
• metaverse
• virtual tourism
• digital communication
• digital marketing
• and covid-19