Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context

International Journal of Research and Scientific Innovation (IJRSI) | Volume VIII, Issue III, March 2021 | ISSN 2321–2705

Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context

 Soumaya El HASSOUNI
Associate Professor, Faculty of Law, Economics and Social Science – Souissi
Mohammed V University, Rabat, Morocco

Abstract: In this research we attempt to better understand the deeper motivations underlying the preferred destinations of Moroccan tourists within a trilogic perspective englobing African, Arab and Muslim context. For this reason, a theoretical framework involving both classical and operational explanatory motivation models is elaborated. A netnographic method is adopted to shed light on the main reasons regarding traveling abroad as well as criteria determining the choice of a foreign destination. Members of Moroccan virtual travelers’ community shared their viewpoints and experiences. Qualitative data is analyzed from an interpretative perspective using Qualitative Data Analysis Miner (QDA Miner) Software. Findings revealed two sets of factors namely “pull factors” and “push factors” related to a domestic poor civic minded environment. This, therefore, is considering being the main contribution of this study.

Key words: Tourists motivations – international tourism – tourism in developing countries – women tourism –domestic tourism -women’s freedom

I. INTRODUCTION

The tourist flow, nowadays, is at a remarkable turning point. Countries formerly considered as strictly receivers become significantly senders. Even though it does not seem to have a considerable impact in the global tourism market as the case in China, Morocco, nevertheless, contributes to this trend at a regional level with Moroccan tourists departing for neighboring European countries (Spain, France, and Eastern Europe among others). The touristic potential of the Moroccan domestic market is opinions that is shared by Moroccan scholars and is no longer debatable. From an anthropological perspective, several studies carried out by Berriane (1989) largely confirm that tourism is part of Moroccan culture. Strategies have been implemented by the public departments to target the domestic tourist segment. These policies, referred to as Kounouz Biladi and Plan Biladi, failed to take advantage of the internal touristic potential. Domestic tourism is still not profitable enough as many Moroccans choose to spend their summer vacations abroad despite the internal climatic advantages and the disadvantages related to travelling abroad (higher price, visas, and currency exchange among others). This issue does not seem to have been

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