Studying the Tourist Destination Image of Morocco: A NetnographicAnalysis of Tourist Information and Communication Sources

Abstract

The Tourist Destination Image is a holistic perception formed by travelers and
shaped by the destination's attributes and the information sources associated
with it. This study focuses on the Tourist Destination Image of Morocco,
examining online information and communication channels alongside related
discourses. Employing the netnographic technique of the "wall of images," the
study involves an in-depth analysis of Google search results and images linked
to the keywords "Morocco destination image" in 2024. It innovatively
integrates netnography with a multidisciplinary approach, combining content
analysis, visual semiotics, and discourse analysis. This methodology aims to
understand how Morocco's destination image is constructed, identify
recurring attributes and themes, and highlight the strengths and weaknesses
of online tourist communication.
Keywords: Image. Tourism. Morocco. Netnography. Perception.