The role of customer experience in enhancing the competitiveness of the Moroccan tourism industry ‘Case of: Essaouira & Marrakech’

Belkaid Othmane (2023) The role of customer experience in enhancing the competitiveness of the Moroccan tourism industry ‘Case of: Essaouira & Marrakech’. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar. (Kéziratban)

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Absztrakt (kivonat)

BELKAID OTHMANE Supervisor: Active semester 3 Dr. Kiss Kornélia and Dr. Magyar Norbert Tourism and Hospitality BGE KVIK BGE KVIK The role of customer experience in enhancing the competitiveness of the Moroccan tourism industry ‘Case of: Essaouira & Marrakech’ Introduction: This study explores the pivotal role of customer experience in enhancing the competitiveness of the Moroccan tourism industry, with a specific focus on the cities of Marrakech and Essaouira. The Moroccan tourism sector's ability to differentiate itself and attract visitors significantly relies on the experiences it offers to tourists. This research delves into various aspects of customer interactions, emotions, and perceptions to unravel how these aspects influence the industry's competitiveness. Purpose & Questions: The primary objectives of this study will go from investigating the direct and indirect impact of customer experiences on the Moroccan tourism industry's competitiveness to assessing the significance of culturally rich and authentic encounters in distinguishing Morocco from competitors. Furthermore, a comparative analysis will be conducted of competing tourism destinations to identify strengths and weaknesses as well as examining the influence of digital technologies on tourists' perceptions and decisions, and finally proposing practical strategies for enhancing customer experiences in the Moroccan tourism sector. Main questions of this research are: 1- How does customer experience impact the competitiveness of the Moroccan tourism? 1.1- How do tourists overall experience influence their decision to visit Morocco? 1.2- Can positive experience directly lead to increased repeat visits to Morocco? 1.3- What is put in place for tourists by establishments (Hotels & Riads) as well as the government to improve the quality of tourist’s experience? 1.4- Which tourism destinations are considered primary competitors to Morocco & what distinguishes them in terms of customer experience? 1.5- What improvement can be made to the infrastructure of tourist destinations in Morocco to enhance the overall customer experience? Methods: To accomplish these objectives, a mixed-methods approach is employed, combining quantitative and qualitative research methods. Data related to the Moroccan tourism industry, including visitor numbers, hotel occupancy rates, and tourism revenues, are analysed to identify relevant trends. Interviews with general managers of Hotels and Riads owners in Marrakech and Essaouira to understand the specific measures in place for tourists. And finally questionnaires are distributed to tourists, enabling a comparative analysis of their expectations and actual experiences offered by the hospitality businesses and how it affects the overall industry and its competitiveness. The decision to focus on two cities, namely Essaouira and Marrakech, was driven by their inclusion in the highly frequented "Marrakech – Safi" region, the most visited region in Morocco. Qualitative data is gathered through field research, involving observations, immersive fieldwork, and on-site visits to various destinations and attractions. This approach is complemented by insights from professional sources and interviews with tourists and industry stakeholders. Result: The study's results will provide comprehensive insights into the impact of customer experiences on the Moroccan tourism industry's competitiveness from the most visited region where Essaouira & Marrakech belong. It will shed light on the role of cultural authenticity and digital influences in attracting tourists. Comparative analysis with competing destinations will reveal potential areas for improvement. Additionally, the study will propose practical recommendations to enhance customer experiences and strengthen Morocco's competitive position in the global tourism industry.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Turizmus Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Turizmus-menedzsment

Konzulens(ek)

Mű típusa:	TDK dolgozat
Kulcsszavak:	competitiveness (economics), customer experience, customer service, Destination Marketing, Tourism and Hospitality
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Már. 22. 12:56
Utolsó módosítás:	2024. Már. 22. 12:56

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