DESTINATION BRANDING AND THE ROLE OF EMIGRANTS

DESTINATION BRANDING AND THE ROLE OF EMIGRANTS
THE CASE OF MOROCCO

L’auteur : Fatimazohra EL AOUNI
Publié en langue anglaise par le CCME.

ISBN : 978-9954-669-51-8
This Ph.D thesis seeks to analyse the role of Moroccan emigrants’ in the construction of Morocco brand as a tourist destination. To do so, irstly, this study proposes a conceptual model to understand the role of emigrant population in the construction of their places of origin’s brand. Secondly, it determines the key aspects of the role played by Moroccan emigrants living in Spain in the construction of the Moroccobrand. Finally, it analyses the main attributes of the Morocco brandtransmitted by Moroccan emigrants, and their perceptions of theirinluence on the Morocco brand as a tourist destination. The indings sum up that Moroccan emigrants highlight emotional attributes more than functional ones to characterise Morocco. Our data also show that Moroccan emigrants think that they exert a strong inluence on the construction of their country brand, and that their message of their country is positive, clear and consistent.