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Tourism Differentiation Through Social Media Branding: A Qualitative Exploration of the Moroccan Case
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Author(s): Yassine El Bouchikhi (Al Akhawayn University, Ifrane, Morocco)
Copyright: 2023
Pages: 22
Source title:
Handbook of Research on Innovation, Differentiation, and New Technologies in Tourism, Hotels, and Food Service
Source Author(s)/Editor(s): Gonçalo Poeta Fernandes (CITUR, Polytechnic Institute of Guarda, Portugal & CICS, Universidade NOVA de Lisboa, Portugal)and António Silva Melo (CiTUR, Polytechnic Institute of Porto, Portugal & CIDTFF, University of Aveiro, Portugal)
DOI: 10.4018/978-1-6684-6985-9.ch013
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Abstract
With a focus on Morocco, this chapter reviews the literature on nation branding and its connection to social media in the context of tourism. The first part gives a foundation for understanding the many tactics used to distinguish one country from another by reviewing the literature on nation branding, social media, and tourism. The use of social media to market travel and to promote cultural and natural assets is examined in the second section. Then, an examination of the significant developments and trends in the Moroccan tourism industry are addressed. A Netnographic study is conducted on six influential media accounts to explore the strategies and tactics utilized to promote Morocco's image internationally.
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