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Master Thesis

L’influence de l’image d’une destination sur le comportement des touristes effectifs et potentiels. Le cas de la ville de Marrakech : perception et comportement des touristes français

Abstract : The scientific literature dealing with the concept of destination image became more and more important since researchers and destination marketing actors have stated that image is a major strategic concern implicated in tourists’ decision-making process. For several years, Marrakech has been a popular destination within the French market. The objective of our study is to identify the image of Marrakech and its influences on behaviors, attitudes, and decision-making process of French tourists, whether there have already stayed there or not. We, therefore, sought to understand to what extent the image of Marrakech contributes to its success as a destination within the French market. So, we carried out a quantitative study involving the distribution of a questionnaire. The responses we obtained allowed us to identify the image of Marrakech according to the perspective of French tourists. Besides, we observed that it positively influences their behaviors, attitudes, and decision-making process.
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https://dumas.ccsd.cnrs.fr/dumas-03257111
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Submitted on : Thursday, June 10, 2021 - 4:47:02 PM
Last modification on : Wednesday, November 3, 2021 - 4:40:12 AM

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  • HAL Id : dumas-03257111, version 1

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Apolline Teguig. L’influence de l’image d’une destination sur le comportement des touristes effectifs et potentiels. Le cas de la ville de Marrakech : perception et comportement des touristes français. Sciences de l'Homme et Société. 2020. ⟨dumas-03257111⟩

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