Professional Documents
Culture Documents
Department of English
Beni Mellal
requirements for the B.A degree in English literary and cultural studies
Acknowledgment.…………………………………………………………………………….... v
Dedication……………………………………………………………………………………….vi
Abstract…………………………………………………………………………………………vii
General introduction……………………………………...............................................1
1. Background of the study………………………………………………………………..1
2. Objectives and goals…………………………………………………………………….3
3. Research problem………………………………………………………………………..3
4. Statement of the research questions……………………………………………………..4
5. Hypothesizes formulation………………………………………………………………..4
I. Literature review…………………………………………………………………………...5
Introduction ……………………………………………………………………………………..5
Conclusion……………………………………………………………………………………….18
ii
II. Methodology………………………………………………………………………………...19
Introduction……………………………………………………………………………………...19
Conclusion…………………………………………………………………………………….....21
Introduction ……………………………………………………………………………………..22
iii
I.3.2. Respondents’ sources of information about touristic places in Beni Mellal
Khenifra……………………………………………………………………...36
I.3.3. Respondents’ perspective towards the effectiveness of Facebook as a
destination promotional tool…………………………………………………37
I.3.4. Most attracting things in Beni Mellal Khenifra according to the travelers…..38
Conclusion ………………………………………………………………………………………39
I. Summary……………………………………………………………………………41
II. Recommendations…………………………………………………………………..42
II.1. Recommendations for further researchers………………………………………42
II.2. Special recommendations.………………………………………………………42
Bibliography…………………………………………………………………………………….44
Webliography…………………………………………………………………………………...48
Appendix……………………………………………………………………………………......50
List of figures…………………………………………………………………………………...54
iv
Acknowledgment
We acknowledge Dr. Mustapha Zanzoun for his valuable methodological guidance, insights, and
comments that have not only greatly improved this paper, but also provided us with the basic
Secondly, we would like to express our deepest gratitude to all the professors of the faculty who
provided us with beneficial lectures throughout these 3 years of study and which have greatly
enhanced our linguistic theoretical and practical capacities, and which will certainly have a
Finally, we would like to express our gratitude to all the respondents who filled in the
questionnaire as it was impossible to answer the research problem without their cooperation.
v
Dedication
This study is wholeheartedly dedicated to our beloved parents Khalifa Elwachwani and Touria
Elmaataoui who have been our source of strength and inspiration from birth to now, and who
have continually provided us with moral, emotional, spiritual, and financial support.
We also dedicate this work to our siblings especially to our older brothers Mohsin and Imad who
have always encouraged us and provided us with their moral and financial support.
Finally, we would like to dedicate this work and give special thanks to our best friends Walid
Benchagra, Ibtihal Annadiri, and Hajar Rissouni for being there for us and who have always
vi
Abstract
In this connection, this study aimed at studying the use of Facebook in the promotion of tourism
in Beni Mellal Khenifra region. Hence, it was guided by two research questions: first, does
Facebook influence travelers’ decisions while considering a destination? Second, to what extent
are Beni Mellal Khenifra’s tourism organizations present on Facebook? Accordingly, in order to
attain the objectives of the study, the researcher used a descriptive analytical research design. In
this regard, in order to collect quantitative data, a questionnaire was administered to 250 travelers
who have visited the region of Beni Mellal Khenifra. However, the sample size comprised of
only 60 respondents because many travelers refused to fill it in, while others didn’t see the
messages at all for it was administered online through Facebook and Instagram.
The findings pointed out that Facebook significantly impacts travelers’ decisions while
considering a destination as 71% of the respondents use this social networking platform for
travel related purposes. Moreover, concerning the second research question, the results of the
study revealed that Beni Mellal Khenifra’s tourism organizations are not sufficiently present.
This was rationalized by the fact that 72% of the respondents stated that they have never been
exposed to travel related content on Facebook generated by these organizations. Ultimately, the
study recommended that tourism authorities must raise awareness towards the important role of
new technologies especially social media in the promotion of tourism. Moreover, the researcher
suggested that the government should provide tourism organizations with adequate tools and
training that enable them to accurately attract more visitors, and thus, promote the Moroccan
tourism industry which will positively impact the economical and social status of this country.
vii
Chapter 1: Theoretical part
General introduction
Today, social media is a part and parcel of the majority of people’s daily activities including
business, leisure, and travel. In a sense, thanks to the evolution of technology and Web 2.0,
social media has radically changed the process of tourism for both travelers from one hand, and
for touristic service providers such as tour agencies and guides from another.
In fact, tourism sector has known a continuous evolution in the last 60 years which made it one
of the fastest escalating economic industries in the world. In this regard, World Tourism
Organization’s latest statistics point out that international tourists’ arrivals increased by 6% in
2018, totaling 1.4 billion tourists. Similarly, the statistics about Africa show that it has also
recorded a notable increase by 7% in 2018, especially North Africa with over 10% and sub-
Saharan 6%, compassing around 67 million arrivals. (World Tourism Organization (UNWTO),
2019). More specifically, Moroccan’s 2018 tourism statistics display positive results since the
national borders have welcomed around 12.3m tourists during 2018, an 8.3 % increased rate of
tourists compared to the previous year. (Tourism Statistics in Morocco December, 2018).
On the economic level, tourism has an important role to play in terms of bringing the foreign
previous year, reaching about Dh131.7bn divided as follows: Dh90.7bn total foreign exchange
receipts produced by inbound tourism, Dh73.15bn of them are from travel receipts. And Dh41bn
1
As highlighted above, tourism acts significantly in the development of the world's economy in
general, and that of Morocco in particular. Thus, governments are working to find effective ways
to promote tourism industry. In this sphere, more researches are being done on the use of new
technologies including Web 2.0 and social media in the sector of tourism. Correspondingly, this
research paper seeks to investigate the use of Facebook in the promotion of tourism in Beni
Mellal Khenifra region since it is the most popular social platform worldwide currently as the
number of monthly active users (MAUs) reached over 2.32 billions according to the statistics of
December 31st, 2018. This is a 9 percent increase in Facebook MAUs year over year. This is
compared to 2.27 billion MAUs for 2018 (Newsroom.fb.com, 2019). Moreover, it is assumed
that social media in general and Facebook in particular impact significantly travelers’ planning
process through the user generated content published on social media platforms (Buhalis and
Law, 2008). In the same connection, because purchasing travel products can be risky, social
media is highly needed by travelers for searching for enough information about destinations, air
companies, and hotels before deciding on a trip. (Huang, Chou, & Lin 2010, p.515).
In sum, it is obvious that social media has a great impact on tourism sector. However, little
research has been done on behalf of this issue in Morocco in general, and in Beni Mellal
Khenifra more specifically. Therefore, this research paper aims at opening the door for research
about this issue by examining the extent to which Facebook can be used in the promotion of
2
2. Objectives and goals of this paper
Beni Mellal Khenifra region is considered as one of the beautiful destinations that one can visit.
Therefore, this research paper from one hand serves as an initiative for further research on this
issue as no research has been conducted about it, and from another, it aims at drawing the
attention of tourism organizations towards the insertion of new technologies especially social
networks such as Facebook and Instagram for the crucial and efficient role they play in terms of
3. Research problem
According to the Moroccan government’s 2020 vision, one of the main objectives of this latter is
to make tourism the first industry in the country by doubling the size of this sector. (Tourism
engineering and investment (SMIT), vision 2020). This demonstrates the significance of tourism
as a pillar of the economic evolution of Morocco, and its impact on the social and cultural sides.
Therefore, this research paper seeks to draw the attention to the incorporation of social media
In a point of fact, social media notably inspires future trips through the user generated content
published on social media platforms such as Facebook and Instagram. In this connection,
according to MDG advertising, a Third of U.S travelers lean on social media when planning a
trip. In addition to that, more than 50 percent of travelers who use Facebook are affected by their
friends’ photos published on this social network. Furthermore, social media is where travelers
are most likely to be exposed to new brands and destinations content. Thus, travel marketing
3
experts should take advantage of this in order to appeal for new tourists. (MDG advertising,
2018).
All in all, in relation to all what have been said above, this study intends to answer the following
research problem: to what extent can Facebook be used in the promotion of tourism in Beni
4.2. To what extent are Beni Mellal Khenifra’s tourism organizations present on Facebook?
5. Hypothesizes formulation:
In order to answer the two research questions which from one hand aim at investigating whether
Facebook affects travelers’ decisions when considering a destination or not, and examining the
extent to which Beni Mellal Khenifra’s tourism organizations are present on Facebook from
H2: It is hypothesized that tourism organizations of Beni Mellal Khenifra are not sufficiently
present on Facebook.
4
I. Literature review
Introduction
This chapter reviews the literature related to social media in tourism. Therefore, it aims at
familiarizing the reader with the key concepts of Web 2.0, social media, and tourism.
Additionally, it reveals the different theories and thoughts about the interaction and influence of
Today, the second generation of web which is known as Web 2.0 dominates the world of internet
as it has become a part and parcel of not only social media ordinary users’ daily life, but also a
crucial factor in the world of online marketing. Therefore, the origins and conceptualization of
According to Constantinides, and Fountain (2008) the term Web 2.0 is a contentious issue since
2005. Its contentiousness arises from the anonymity and lack of credentials of the large user
generated content. The controversy lays also in the fact that there is no general agreement on
what Web 2.0 exactly is. (Constantinides, and Fountain 2008, p232).
The term Web 2.0 originated from a conference brainstorming session between O’Reilly and
media live international in 2004, and which was about the discussion of the encouragement of
the internet as a business, social, and technical issue. O’Reilly himself recounted the ancestry of
the concept as: ‘’Dale Dougherty, web pioneer and O'Reilly VP, noted that far from having
"crashed", the web was more important than ever, with exciting new applications and sites
5
popping up with surprising regularity. What's more, the companies that had survived the collapse
seemed to have some things in common. Could it be that the dot-com collapse marked some kind
of turning point for the web, such that a call to action such as "Web 2.0" might make sense? We
agreed that it did, and so the Web 2.0 Conference was born’’. (O'Reilly, 2005).
According to O’Reilly and Musser, ‘’Web 2.0 is a set of economic, social, and technology trends
that collectively form the basis for the next generation of the Internet—a more mature,
distinctive medium characterized by user participation, openness, and network effects.’’ (Musser,
and O'reilly 2007, p.5). In this connection, attempting to merge and bring the technological,
economical, and social elements of Web 2.0 together, Constantinides and Fountain (2008, p.232)
define it as: “a collection of open source, interactive and user-controlled online applications
expanding the experiences, knowledge and market power of the users as participants in business
and social processes. Web 2.0 applications support the creation of informal users’ networks
facilitating the flow of ideas and knowledge by allowing the efficient generation, dissemination,
In sum, the key element of Web 2.0 is that it changed the web from a ‘’one to many’’ to a
‘’many to many’’ communication vehicle, and concurrently to a ‘’one to one” contact channel by
allowing users to generate content, interact, and engage. Consequently, this transformation in the
web influenced the world of marketing as well as the behavior of the consumer. In other words,
Web 2.0 enables businesses to stay in touch with their markets as it gives the opportunity for
both customers and marketers to engage, share opinions, and interact in a direct way.
6
I.2. Social media
Given the fact that the terms used to describe social media are various, there is a lack of a
comprehensive and formal definition. (Xiang, and Gretzel, 2010). Therefore, different scholars
Trying to define social media, Mangold and Faulds (2009) embrace Blackshaw and Nazzaro’s
(2004) definition of consumer-generated media. Thus, they define it as: “A variety of new and
emerging sources of online information that are created, initiated, circulated and used by
consumers intent on educating each other about products, brands, services, personalities and
issues.” (Blackshaw and Nazzaro 2004, p.2). However, this perspective to some extent is limited
because it equates social media only with a source of information regardless of its other
functions such as self-expression. In addition to this, this definition associates social media
solely with business environment as if the content exchanged in social media is all about
From another point of view, Safko and Brake (2009) adopted a more generalized approach
defining social media as: “[...] activities, practices and behaviors among communities of people
who gather online to share information, knowledge, and opinions using conversational media.
Conversational media are Web-based applications that make it possible to create and
easily transmit content in the form of words, pictures, videos, and audios.” (Safko, and Brake
2009, p6). Alternatively, Xiang and Gretzel’s (2010) approach advocates that of Blackshaw’s
(2006) as they define it as: “Internet-based applications that carry consumer-generated content
which encompasses [as per Blackshaw (2006)] media impressions created by consumers,
7
typically informed by relevant experience, and archived or shared online for easy access by other
impressionable consumers.” (Xiang, and Gretzel 2010, p180). Similarly to Blackshaw and
Nazarro’s (2004) approach, this definition is limited because it frames social media within a
marketing environment as if all the user generated content is only related to business and
consumption.
Additionally, Solis (2007) approached the concept of social media emphasizing on conversation
and interaction. Thus, he defines it as: “[...] online tools that people use to share content, profiles,
opinions, insights, experiences, perspectives and media itself, thus facilitating conversations and
interaction online between groups of people. These tools include blogs, message
and vlogs.” (Solis, 2007). Correspondingly, Universal McCann suggests an approach which
places much more importance on interaction and collaboration, and which is adopted by Caputo
(2009) as well: “online applications, platforms and media which aim to facilitate interaction,
collaboration and the sharing of content.” (Universal McCann 2009, p10). While McCann
focuses on interaction and collaboration, Kaplan and Haenlein (2010) on the other hand stresses
on the platform and content describing social media as: “A group of internet-based applications
that build on the ideological and technological foundations of Web 2.0, and that allow the
creation and exchange of User Generated Content.” (Kaplan and Haenlein 2010, p.61).
In a more recent definition, and in addition to software applications, Hoffman, Novak & Stein
(2013, p.29) draw the attention to the tools as well, without any illustration if they mean software
tools or hardware devices stating that social media is: “ The set of web-based and mobile tools
and applications that allow people to create (consume) content that can be consumed (created) by
8
others and which enables and facilitates connections”. (Hoffman, Novak & Stein, 2013, p29). In
the same connection, Carr and Hayes (2015, p.49-50) define it as: ‘’ Internet-based, disentrained,
among users, deriving value primarily from user-generated content.’’. Yet, they admit that this
definition is complex and technical. Henceforth, they provided a rephrased and more accessible
explication as follows: ‘’Social media are Internet-based channels that allow users to
both broad and narrow audiences who derive value from user-generated content and the
Based on the literature reviewed about what social media is, especially Carr and Hayes’ (2015)
approach, and for the purposes of this study, we adopt McCay-Peet and Quan-Haase’s (2017)
approach which defines social media as: ‘’web-based services that allow individuals,
enabling them to create, co-create, modify, share, and engage with user-generated content that is
In this study, we are going to focus on eight types of social media which are: blogs, micro blogs,
content community sites, consumer review websites, wikis, internet forums, location based social
9
I.2.2.1. Blogs
According to Wikipedia, the term ‘’blog’’ is a meld of the term ‘’weblog’’ which was coined by
John Barger in 1997. (Blood, 2000). Then in 1999, Peter Merholz split the word into ‘’we blog’’,
According to Huang, Chou & Lin (2010) approach which adopts Eva’s (2005) definition, a blog
is: ‘’A new tool for corporate operation and identified several characteristics in business blogs: a
low-cost medium for information sharing in knowledge management and marketing; handy
software for users needing no special techniques; a venue for promoting corporate public
relationship and professional image; a means for rapid information sharing and sales tracking
among corporate employees; inner knowledge sharing for employees in relation to work
efficiency; and a way to help observe corporate policies or norms’’. (Huang, Chou & Lin 2010,
p.514).
I.2.2.2. Micro-blogs
Micro-blogs stand for ‘’ internet based applications which allow users to exchange small
elements of content such as short sentences, individual images, or video links” (Kaplan
and Haenlein 2011, p.106). Additionally, according to Kaplan and Haenlein (2011), micro-blogs
as a type of social media are positioned between traditional blogs and social networking sites as
degree of social presence / media richness’’ (Kaplan and Haenlein 2011, p.106). Besides, micro-
blogging applications such as Twitter are different from social networking sites such as
Facebook in the sense that the relationship between the followers does not necessitate
10
reciprocation. In other words, User X can follow user Y, but it is not necessary that user Y
follow user X. Ultimately, one of the advantages of micro-blogging is that they offer an
immediacy at the point of purchase and / or consumption: Micro-blogs when accessed through
mobile devices, enable consumers to provide immediate expressions or reactions even during the
purchase or the consumption process, thus providing feedback on the actual experience of the
product or service (Akehurst 2009; Jansen, Zhang, Sobel & Chowdury, 2009).
Content communities are web-based applications that enable users to share media content such
as videos, photos, documents and presentations, music and web links. Indicative examples are:
YouTube, Vimeo and Dailymotion for video; Flicker, Picasa, Panoramio, SmugMug and Fotolog
for photos; Scrib, slideshare.net, docstoc for documents and presentations; lastfm, ilike, ping for
Online consumer reviews can be defined as: ‘’peer-generated product evaluations posted on
company or third party websites’’ (Mudambi & Schuff 2010, p186). That is to say, consumer
review websites are online platforms which allow users to review and rate products, goods, or
services. Moreover, consumer review websites provide users with many features such as
comments and pictures upload, price comparison, multi-variable rating, price history charts,
buying recommendations, deals’ rankings, retailers’ evaluation, and other features. (Fotis 2015,
p.62).
11
TripAdvisor is considered as one of the leaders of consumer review websites with over 760
million reviews and opinions covering the world's largest selection of travel listings worldwide,
In sum, researches have proven that consumers’ reviews can have a positive impact on business.
In this connection, Clemons, Gao & Hitt (2006) proved that strongly positive ratings can
I.2.2.5. Wikis
The term wiki originated from the Hawaiian word for ‘’quick’’ and which was referred to by
Leuf and Cunningham(2001) defined wikis as: “A freely expandable collection of interlinked
Web 'pages', a hypertext system for storing and modifying information — a database, where each
page is easily editable by any user with a forms-capable Web browser client” (Leuf and
The most popular wiki in tourism context is Wikitravel which is a worldwide travel guide built in
collaboration by Wikitravellers from around the globe. As of 24 July 2013, Wikitravel has
reached 63617 articles, 187174 pages, 3260807 edits, 18539 photos uploaded, 131136 registered
users, and 350000 visitors per day. (Wikitravel, 2013). Accordingly, these statistics prove that
wikis play a significant role in tourism sector as they enable any internet user to create, update,
and edit any article on these platforms. Therefore, sharing travel related knowledge makes
12
I.2.2.6. Internet forums
According to Pcmag encyclopedia, an internet forum is: ‘’a website that provides an online
exchange of information between people about a particular topic. It provides a venue for
questions and answers and may be monitored to keep the content appropriate. Also called a
but uses the Web browser for access. Before the Web, text-only forums were common on
bulletin boards and proprietary online services. However, Internet forums include all the extras
people expect from the Web, including images, videos, downloads and links, sometimes
Internet forums act significantly as an effective online word-of-mouth tool. In other words, the
similarity between the user’s interests and the forum’s topic, as well as the user’s attitude
towards the forum are found to have a direct relationship with the intention to purchase the
products discussed in the forum. (Prendergast, Ko & Siu Yin 2010, p.687).
According to Zheng (2011), a location-based social network (LBSN) does not only mean adding
a location to an existing social network so that people in the social structure can share location
embedded information, but also consists of the new social structure made up of individuals
connected by the interdependency derived from their locations in the physical world as well as
their location-tagged media content, such as photos, video, and texts. Here, the physical location
consists of the instant location of an individual at a given timestamp and the location history that
an individual has accumulated in a certain period. Further, the interdependency includes not only
13
that two persons co-occur in the same physical location or share similar location histories but
also the knowledge, e.g., common interests, behavior, and activities, inferred from an
From another point of view, location based social media (LBSM) are web, or mobile based
applications that allow users to articulate a list of other users with whom they share their
recommendations about the venue may also be included. (Fotis 2015, p.67). Facebook is one of
the most popular location based social networks as the number of check-ins in the period
between August and September 2017 surpassed 2.28 millions to New Delhi, India, 2.09 millions
to São Paulo, Brazil, 2.05 millions to New York, USA, and 1.36 millions to Paris,
France.(Statista, 2017).
In sum, location-based social networks are increasingly adopted in tourism sector because they
strongly influence travelers’ decisions since they enable users to review, rate, and share their
thoughts and opinions about products, services, restaurants, hotels, touristic destinations, etc, and
therefore, attract other users to visit such places. (Chong and Ngai, 2013).
According to Boyd and Ellison, social network sites are defined as: ‘’web-based services that
allow individuals to (1) construct a public or semi-public profile within a bounded system, (2)
articulate a list of other users with whom they share a connection, and (3) view and traverse their
14
list of connections and those made by others within the system. The nature and nomenclature of
these connections may vary from site to site.’’ (Boyd & Ellison 2007, p.211).
Similarly, Kaplan and Haenlein (2010, p.63) approached SNSs as: ‘’applications that enable
users to connect by creating personal information profiles, inviting friends and colleagues to
have access to those profiles, and sending e-mails and instant messages between each other.
These personal profiles can include any type of information, including photos, videos, audio
files, and blogs.’’. One of the most popular social networking sites is Facebook. This latter has
more than 2.32 billion monthly active users as of December 31st, 2018. (Newsroom.fb.com,
2019).
I.3. Tourism
Tourism is one of the world’s largest economic sectors as it supports one in 10 jobs (313 million)
worldwide and generates 10.4% of world GDP (WTTC, 2019). Therefore, it is vital to
Tourism is multidisciplinary as it cannot be studied from one single perspective or angle, but
rather, in order to understand what tourism is, different disciplines should be taken into account.
Tourism can be defined as: “the temporary movement to a destination outside the normal home
and workplace, the activities undertaken during the stay, and the facilities created to cater for the
needs of tourists” (Mathieson and Wall, 1982). According to Goeldner and Ritchie’s recent
definition, tourism is: ‘’ the processes, activities, and outcomes arising from the relationships and
the interactions among tourists, tourism suppliers, host governments, host communities, and
15
surrounding environments that are involved in the attracting and hosting of visitors.’’ (Goeldner,
and Ritchie 2012, p4). Therefore, it seems that Goeldner and Ritchie in their definition of
tourism focused on the different faculties intervening in the process of tourism. Yet, their
definition is not a comprehensive one to the extent that it doesn’t take into account the kind of
displacement. Thus, we are going to adopt the UNWTO’s definition in which it claims that in
order for tourism to happen there must be a displacement from the usual environment; usually,
the maximal duration of this displacement is one year. In this sense, it defined tourism as: ‘’A
social, cultural and economic phenomenon which entails the movement of people to countries or
places outside their usual environment for personal or business/professional purposes. These
people are called visitors (which may be either tourists or excursionists; residents or non-
residents) and tourism has to do with their activities, some of which imply tourism expenditure‘’
(UNWTO, 2008).
Travel 2.0 refers to Web 2.0 but in tourism context. (Ráthonyi 2013, p106). In this connection,
according to Zouganeli, Trihas, & Antonaki (2011, p.111), ‘Travel 2.0’ refers to any
communication platform that aims at creating an active online community built around a
destination or a tourism product/service and based on content flow and interaction between the
members of the community. Similarly, according to Ráthonyi (2013, p.106), Travel 2.0 describes
a new generation of travel websites with new technologies which enable social collaboration
among travellers where tourists can share their experiences with fellow travellers. In the same
sphere, Sigala, Christou, & Gretzel (2012) claim that ‘’Travel 2.0, describes a new generation of
travel websites encouraging and facilitating a higher level of social interaction among travellers’’
16
(Sigala, Christou, & Gretzel 2012, p.50). Moreover, Travel 2.0 consists of a range of the latest
technologies such as web forums, blogs, customer ratings, and evaluation systems. (Xiang &
Gretzel, 2010). TripAdvisor is one of the most popular travel platforms as it enables travelers to
explore more than 760 million reviews and opinions of 8.3 million accommodations, restaurants,
experiences, airlines and cruises. Therefore, it helps 480 million travelers each month to make
the Middle East, and Africa make use of Facebook for travel-related reasons. Moreover, it
enables marketers to not only introduce their brands and target travelers similar to the existing
ones, but even connect with holidaymakers before they have chosen a destination. (Facebook
Business, 2019). In addition to this, it has been proven that social influence; family, friends, and
according to a Facebook study, 76% of U.S travellers use Facebook for travel related activities,
87% of them are influenced by recommendations from friends and family when deciding which
option to book, 68% of them discover products online, 42% use messenger to chat with friends
about trips, 73% purchase travel online, and 59% of travellers desire post-purchase engagement
In sum, thanks to Facebook, businesses and organizations can now introduce their brands and
products on this platform as well as maintaining relationships with their customers based on the
features of interaction that this platform offers. Moreover, Facebook acts as an electronic word of
mouth tool that facilitates travelers’ decisions concerning the choice of destinations. Therefore,
17
Facebook deserves a special mention with regard to the promotion of a tourism destination.
(Rahman, 2017).
Conclusion
The literature review section was aimed at introducing the key concepts related to the main issue
of this research which is the use of Facebook in the promotion of tourism. Thus, in this review of
literature we have tried to define social media and its types, conceptualize tourism, and
investigate the impact of social media in general, and Facebook in particular on the tourism
industry on the basis of different scholars, articles, books, and websites, etc.
18
II. Methodology
Introduction
This section discusses the methodology followed in this study. In more details, this part consists
of the research design, population and sampling, data collection and analysis methods, and
A research design is the structure, strategy, and plan followed to answer the research questions.
In this regard, Kothari (2004, p31) defined the research design as: ‘' the arrangement of
conditions for collection and analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure.’’. Moreover, while conducting a research, there are
various methods that a researcher can use to obtain the required data. These methods can be
divided into two approaches; the quantitative and the qualitative. In this regard, this research is
approached following the quantitative method as it makes use of a survey research design so as
to collect data. The factor in this survey is social networking sites in general and Facebook in
particular, whereas the subjects were made up of tourists who have visited the region of Beni
Mellal Khenifra. Thus, since this survey aims at describing the frequency of the use of Facebook
by travelers as well as the extent to which Beni Mellal Khenifra tourism organizations are
present on Facebook, the technique followed to conduct this survey was a descriptive analytical
and non-experimental survey. We sought to choose a survey technique because it allows the
researcher to make generalizations from a small sample size to a larger one. (Connaway and
Powell, 2010). Additionally, the survey was structured online using Google forms feature.
19
Moreover, while collecting data on the use of Facebook by travelers regarding the topic of this
The population acts significantly in terms of the validity of a research paper. In this connection,
because this study mainly intended to examine the use of Facebook in the promotion of tourism
in Beni Mellal Khenifra, the population consisted of different tourists who have visited this
region. Additionally, the population was targeted online through Instagram social networking
site. This is justified by the fact that there wasn’t enough time to visit all the touristic places in
the region of Beni Mellal Khenifra. Thus, in order to find the targeted population, the researcher
made use of the different features of Instagram since it allows users to explore places, hash tags,
and thus reach people who have posted their content in these places. Thereupon, the
questionnaire was sent to 250 different travelers. However, the researcher got only 60 valid
answers. Thus the sample of this study consisted of 60 travelers from both genders, and from
different ages.
Researchers and scholars have identified different tools that can be used to collect data such as
questionnaires, focus groups, interviews, observations, etc. In this connection, and because the
research design is approached in a quantitative way, a questionnaire was used to collect data
regarding the subject of this paper. The questionnaire was constructed online using Google
forms. Moreover, it consisted of 18 questions which were the same to all the respondents.
20
questionnaire as well as to correct any mistakes. Besides, the questionnaire was administered
online via Instagram. The motivations behind choosing a questionnaire as a data collection tool
lay in the fact that it is not only easier to administer, but also less time consuming given the fact
After we had received the responses, we organized the data and eliminated all the questionnaires
that were not filled correctly. In addition, we used excel sheets to organize the data into
descriptive statistics, and to create graphs so that the data can be easily analyzed.
While conducting this study, various challenges and limitations were encountered. To begin
with, there were limited time and resources to conduct this research. Therefore, the research
problem was treated only from travelers’ perspective as there wasn’t enough time to look for the
touristic organizations in this region so that their perspective can be taken into account.
Additionally, we faced problems collecting data through Instagram because many travelers
didn’t respond to our messages, while others refused to fill in the questionnaire.
Conclusion
This chapter introduced the methodology followed in this study. Similarly, it was aimed at
defining and displaying the research design, specifying the population, the tools used to collect
data, data analysis techniques, and the challenges and limitations of the study.
21
Chapter 2: Practical part
Introduction
This chapter aims at presenting the findings generated by the data collected. Moreover, the
analysis will be provided alongside the presentation of the findings in order to avoid repetition as
well as to ensure coherence and clarity. Additionally, the data collected will be statistically
Seeking demographic information that may affect the topic of this study, respondents were asked
two main questions which are about gender and age. Each one of these two will be highlighted
Out of 60 respondents, there were 27 male with a rate of 45%, and 33 female respondents with a
percentage of 55%. Thus, it is clearly evident that the female gender overweighs the male one.
This may be attributed to two main reasons. The first one lays in the fact that females who visit
the region of Beni Mellal Khenifra are 10% more than males. Alternatively, the second reason
may be assigned to the presence of more females than males on social media. This claim is
advocated by the fact that user content generated by females on social media is larger than that of
males. The gender distribution of the respondents is clearly displayed in the following figure 1.
22
Figure 1: Gender distribution of the respondents.
Gender distribution
Male
Female
45% (27)
55% (33) Male
Female
The respondents were from different ages. However, there was a dominance of travelers who are
between 35 and 44, 1.7% between 45 and 54, and similarly 1.7% were over 54. Thereupon, it is
This may be attributed to the fact that travelers who are over 34 years old aren’t sufficiently
present on social media in general, and in Instagram and Facebook in particular since this
questionnaire was administered through these social networking sites. The figure below
23
Figure 2: Age demographic of the respondents.
Age groups
1.7% 1.7%
under 18
15%
18-24
40% 25-34
35-44
41.7% 45-54
over 54
abroad
The results of the questionnaire point out that the majority of travelers who have visited this
region are respectively from England, France, Italy, USA, and Spain. While there are few
Netherlands, and few other countries. Thus, the dominance of countries such as Spain, France,
Italy, and Portugal can be attributed to the short distance between Morocco and these countries.
Additionally, the dominance of respondents from England and USA is probably caused by the
fact that the questionnaire was in English language. In this regard, many respondents couldn’t fill
in this questionnaire for linguistic circumstances, and this is also one of the lim
limitations of this
24
study. The statistics of countries of residence of the respondents are clearly displayed in the
following figure 3.
12
10
8
6 12
4 8 8
2 5 4 2 1 1 1 1 1 1 1 1 1
3 3 3 3
0
countries
In order to know the extent to which the respondents are familiar with travelling abroad, they
were asked about the frequency of traveling outside their countries of residence. Consequently,
the results exhibit that 34.4% of the respondents travel abroad more than 3 times per year, 24.6%
travel 3 times per year, 21.3% travel once per year, and 19.7% said that they travel twice per
year. The aim behind these statistics regarding the topic of this study is to examine the influence
of social media on traveling decisions. That is to say, respondents who travel more than 3 times
per year are more likely to be influenced by travel-related content generated on social media. The
25
Figure 4: Frequency of travelling abroad
34.4% 21.3%
once per year
Since Facebook is the central factor of this research paper, it was crucial to know the frequency
statistics show that Facebook is used by the majority of the respondents. This fact from one hand
justifies the reason behind choosing Facebook as the main factor of this study, and from another,
it aims at drawing the attention of travel related organizations to this social networking site as a
significant destinations
ions promotional tool.
The statistics concerning the frequency of the use of Facebook by the respondents are
26
Figure 5: Frequency of Facebook use by the respondents
6.7%
16.7%
50% Most frequently
Frequently
26.7% Occasionally
Rarely
I.2.2. Respondents’ most used social networking sites for travel related
purposes
In order to determine the use of social media for travel related purposes, respondents were asked
first whether they use social media for travel related purposes or not. Consequently, 98% of the
industry. Moreover, in order to get more specific data, respondents were asked about the social
networking sites they use for travel related reasons. Thus, according to the results, Instagram
Facebook
acebook and Instagram come at the first place. This may be attributed to the fact that these
social networking sites are the most commonly used by millions of users worldwide. In addition
27
to this, the results found advocate the findings of the study done by Facebook and which was
referred to in the literature review section, and which had found that 76% of US travelers use
The statistics discussed above are well presented in the following figure.
Figure 6: list of the most used social networking sites for travel related activities
60
56
50
42
40 36
30
21
20
10
1 1 1 1 1 1
0
Polish
Instagr Facebo Youtub TripAd couchs WeCha Pintere Google
Airnb travel
am ok e visor urfing t st Maps
blogs
Number of respondents 56 42 21 36 1 1 1 1 1 1
percentage 95% 71% 36% 61% 2% 2% 2% 2% 2% 2%
I.2.3. Motivational factors behind visiting the region of Beni Mellal Khenifra
In order to know what factors most influence travelers to visit Beni Mellal Khenifra region,
respondents were given a list of influencing factors to select from, and an alternative option to
add any other factors which are not listed there. Thus, 28% of the respondents said that they were
28
influenced by travel related content on Facebook, 53% of them stated that they were influenced
by travel related content on other social network platforms, 52% were influenced by their
friends, 8% were motivated by traditional media, 7% were influenced by their families, while
others added other factors such as the hotel where they were checking in, and another respondent
sorted Sygic travel online app as his motivational factor. A comprehensive presentation of these
statistics is provided in figure 7. In a word, if we had a look at figure 7 below, we notice that
nearly 52% of the respondents are influenced by their friends. Similarly, 53% are influenced by
travel related content on social media platforms. This reminds us of the study done by MDG
advertising which was referred to previously, and which had found that 50% of travelers who use
social media are affected by their friends’ photos on social platforms. Moreover, the same study
claimed that social media is where travelers are most likely to be exposed to new brands and
destinations content. This claim is advocated by the findings of our study since 53% of the
35 52% 53%
30
25
20 28%
15 31 32
10 7% 8% 17
5 2% 2% 2%
4 5
0 1 1
travel 1
travel
related
related Sygic
traditio content
content wattodo travel
friends family nal on other Hostel
on .ma online
media social
Facebo app
platfor
ok
ms
percentage 52% 7% 8% 28% 53% 2% 2% 2%
number of respondents 31 4 5 17 32 1 1 1
29
I.2.4. Facebook influence on travelers
In order to examine the influence of Facebook on travelers while considering a trip, respondents
were asked to state their degree of agreement with two statements: the first one claims that
shared photos and videos of a destination on Facebook attract them to visit this destination. And
the other claims that positive comments on Facebook about a destination influence their desire to
visit it. Thus, the results were positive for both statements as for the first one, 49.2% of them
strongly agreed, 34.4% agreed, 9.8% were neutral, 3.3% disagreed, and 3.3% strongly disagreed.
And for the second one, 41.7% strongly agreed, 36.7% agreed, 18.3% were neutral, 1.7%
disagreed, and 1.7% strongly disagreed. Thereupon, the first research question which
interrogated whether Facebook affects travelers’ decisions while considering a trip or not is
answered positively. Accordingly, the first hypothesis in which it was assumed that Facebook
The statistics given above are presented in graphs in the following figure 8.1 and 8.2
30
Figure 8.1: Shared photos
otos and videos on Facebook affect travelers’ decisions while
considering a trip
Degree of agreement
3% 3%
10%
49% Strongly agree
Agree
35% Neutral
Disagree
Strongly disagree
visit it.
Degree of agreement
2% 2%
18%
41% Strongly agree
Agree
Neutral
37% Disagree
Strongly disagree
31
I.2.5. Respondents’ use of Facebook during their trips
In relation to the research question number one, respondents were asked whether they use
Facebook during their trips or not. Thus, 75% of them said that they do, and 25% said they don’t.
Moreover, those who answered positively were asked about the purposes for which they use
Facebook during their trips. Thereupon, according to the results, 73% of those who responded
positively said that they use it to post instant photos and videos, 58% use it to share their current
locations with their friends, 31% use it to search for destination’s information, 18% use it to
search for nearby accommodations such as hotels, restaurants, transportation, etc., while 7% use
it to compare prices, and similarly 7% use it to keep in touch with latest news and to chat with
In a word, we notice that Facebook is significantly used in tourism industry for different
purposes. This may be attributed to the different features that Facebook offers to its users.
Therefore, touristic organizations of Beni Mellal Khenifra should make use of these features by
setting up Facebook pages where they publish not only information about destinations, but also
about nearby accommodations so that they make it easier for travelers to access these services,
32
Figure 9: Respondents’ use of Facebook during their trips.
This section of the questionnaire sought to examine the respondents’ use of Facebook after the
trip. Additionally, it seeks to investigate the effect of respondents’ Facebook generated content
after their trip on their friends. In other words, it aims at highlighting whether Facebook is a
significant electronic word of mouth or not. In this regard, respondents were asked whether they
share their travel experience after the trip or not. As a result, 68% answered yes, 17% responded
no, and 15% said maybe. Accordingly, the results point out that the majority of travelers share
their experiences after the trip. Hence, this highlights the paramount role that Facebook can play
as an electronic word of mouth. This fact advocates Buhalis and Law (2008)’s thought which
claims that social media significantly impact travelers’ planning process through the user
generated content. Additionally, in order to determine the extent to which respondents’ after
trip’s shared content impacts their Facebook friends, the answerers who stated that they share
33
their travel experience on Facebook after the trip, were asked about their Facebook friends’
attitudes towards their travel experiences which they publish after their trips. As a result, 76% of
the respondents said that their friends just like their experience, 62% said that they show
curiosity about the destination they share, 52% said that their friends express their intention to try
the same experience, while only 4% said that their friends don’t interact with their shared
experience at all. (These results are demonstrated in figure 10). Thereupon, since 62% of
respondents’ friends show curiosity about the destination they share, and 52% express their
intention to try the same experiences of the respondents, we can say that Facebook is a
significant electronic word of mouth. Moreover, the results again advocate the study of MDG
advertising which claims that 50% of travelers who use Facebook are affected by their friends’
Eventually, the first research question which seeks to determine if Facebook affects travelers’
decisions while considering a trip or not is positively answered according to this study results
Figure 10: Respondents’ Facebook friends’ attitudes towards their shared experiences.
40
35
30
25
20 38
15 31
26
10
5 2
0
They show They express their
They just like my They don't interact
curiosity about the intention to try the
experience at all
destination same experience
number of respondents 38 31 26 2
percentage 76% 62% 52% 4%
34
I.3. The presence of Beni Mellal Khenifra’s tourism organizations on
In order to examine the extent to which Beni Mellal Khenifra’s tourism organizations are present
on Facebook, respondents were asked two main questions; the first one concerns respondents’
exposition to travel related content generated by Beni Mellal Khenifra tourism organizations.
While the second one questions the respondents about the source of information from which they
The respondents were asked a direct question whether they have ever been exposed to travel
related content which is generated by organizations of Beni Mellal Khenifra region or not.
Hence, the results point out that only 28% of the respondents have been exposed to such content,
while 72% stated that they have never encounter any travel related content which is generated by
Accordingly, the second research hypothesis which assumes that Beni Mellal Khenifra’ tourism
organization are not sufficiently present on Facebook is confirmed. This fact may be attributed to
35
Figure 11: respondents’ exposition to Facebook travel related content generated by Beni
Number of respondents
28%
I.3.2. Respondents’
ndents’ sources of information about touristic places in Beni Mellal
Khenifra.
In connection with the previous section, the respondents were asked about the sources from
50% of the respondents selected Instagram as their main source of information, 40% selected
TripAdvisor, 35% selected family and friends, 22% chose Facebook, 20% selected tour agencies,
In the long run, we notice that the rate of Facebook as a source of information about Beni Mellal
khenifra is only 22%. This demonstrates that Beni Mellal Khenifra’s tourism organizations aare
not sufficiently present on Facebook. Consequently, the second research hypothesis is confirmed
36
again. Thus, in addition to the lack of awareness towards the importance of Facebook as a
promotional tool, this issue may be attributed also to the lack of knowledge about how to market
within Facebook, budgeting obstacles, and lack of training programs where travel tourism
35
30
25
20
15
10
0
A Riad Sygic
Family Tour Google GetYo
Facebo Instagr TripAd in Travel
/Friend agenci researc urGuid Flicker
ok am visor Marak Online
s es h e.com
esh App
percentage 35% 22% 50% 40% 20% 7% 2% 2% 2% 2%
number of respondents 21 13 30 24 12 4 1 1 1 1
This section is aimed at drawing the attention of local travel organizations to the effectiveness of
Facebook as a promotional tool from travelers’ perspective. In this connection, the respondents
were asked to state their degree of agreement with the following statement: Facebook can be an
effective promotional tool for Beni Mellal Khenifra's tourism organizations. Hence, the results
were as follows; 35% o the travelers strongly agreed with the statement, 50% agreed, 11% were
37
neutral, 2% disagreed, and 2%
% strongly disagreed.(
disagreed.( These statistics are presented in figure 13
below).
Accordingly, it is clear that most of the respondents agreed that Facebook can be an effective
promotional tool. This may be attributed to the fact that Facebook is a worldwide social network
with millions of daily users. Therefore, travel organizations can reach more and more customers
every day if the incorporation of this social networking site is taken into account.
Figure 13: Facebook can be an effective promotional tool for Beni Mellal Khenifra's
tourism organizations
11%
strongly agree
35%
agree
50% neutral
disagree
strongly disagree
I.3. 4. Most attracting things in Beni Mellal Khenifra according to the travelers
things which attract travelers so that they can take these into account while marketing the
touristic places in this region. Thus, the results show that 93% of the visitors were attract
attracted by
38
the natural landscapes, 40% by the cultural assets, 38% by the weather, 17% by the Moroccan
food, while 5% were enchanted by the monkeys of Ouzoud waterfalls. (The statistics are
In a word, this section was done on purpose to serve as a recommendation for tourism
organizations of Beni Mellal Khenifra. In other words, this aims at drawing the attention of these
organizations to the factors that attract visitors to this region so that they consider them while
Figure 14: Beni Mellal Khenifra’s most attracting factors according to the respondents
60
50
40
30
20
10
0
Natural Cultral Monkeys
Weather Food
landscapes assets in Ouzoud
number of respondents 56 24 23 10 3
Percentage 93% 40% 38% 17% 5%
Conclusion
In this chapter, the researcher presented the findings in forms of graphs and figures.
Additionally, the interpretation and analysis of these findings were provided alongside the
description in order not to waste time. Moreover, the findings were categorized in three main
39
sections; the first one presented general information about the respondents including their age,
gender, country of residence, and frequency of travelling abroad. While the second section dealt
with respondents’ use and perception of social media in general and Facebook in particular in
travel related context. This was done as an attempt to answer the first research question as well
as to check the first research hypothesis which assumed that Facebook significantly influences
travelers’ destinations choice. Ultimately, the third section sought to answer the second research
question that is related to the extent to which Beni Mellal Khenifra tourism organizations are
present on Facebook.
40
Chapter3: General conclusion and recommendations
I. Summary
The main purpose of this paper was to study the extent to which Facebook can be used as a
tourism promotional tool in the region of Beni Mellal Khenifra. Hence, two main research
questions guided this study. Firstly, does Facebook affect travelers’ decisions while considering
a destination? Secondly, to what extent are Beni Mellal Khenifra’s tourism organizations present
on Facebook? Accordingly, in order to have a comprehensive idea about the topic of this study,
the researcher provided a review of literature about the different definitions and theories that
have to do with social media and tourism. Additionally, the researcher demonstrated the
methodology followed to conduct this research paper. In this regard, a descriptive research
design was used in the study. Besides, in order to gather quantitative data, a questionnaire which
targeted a population comprised from different travelers who have visited touristic places in Beni
Mellal Khenifra was designed and administered through Instagram and Facebook. The
questionnaire was sent to 250 travelers. However, only 60 people filled it in. Concerning the
analysis of the collected data, the researcher used Microsoft excel to calculate the different
numbers and percentages, as well as to make graphs and figures which present the findings of the
study.
The findings revealed that Facebook is respondents’ second most used social networking site for
travel related purposes with a percentage of 71%, while Instagram got the first place with 95%
rate. Thus, the first research hypothesis which assumes that Facebook significantly influences
travelers’ destinations choice was confirmed. On the other hand, the results pointed out that Beni
41
Mellal Khenifra’s tourism organizations are not sufficiently present on Facebook. This was
ratiocinated by the fact that 72% of the respondents have never been exposed to travel related
respondents said that Facebook is the source from which they had got information about this
region. Henceforth, this advocates and confirms the second research hypothesis which assumes
that Beni Mellal Khenifra’s tourism organizations are not sufficiently present on Facebook.
II. Recommendations
The topic treated through this study is of a paramount importance. Thus, it needed sufficient time
to be well conducted. This was the thing the researcher lacked in this paper due to the constraints
of exams and preparations. Therefore, this research could be better if conducted earlier and had
enough time. Furthermore, because of the constraint of time, the research dealt with this study
from travelers’ perspective only. Additionally, since the questionnaire was administered online,
it was difficult to collect data because many travelers refused to fill in the questionnaire while
others didn’t see the messages at all. Henceforth, we recommend future researchers first to take
tourism organizations into account also so that the research would be comprehensive and second,
to visit touristic places to distribute the questionnaire so that they can get data from more people.
Nowadays, the world has turned digital. Thus, the incorporation of the internet in general, social
media in particular in the world of marketing including destinations marketing has become a
necessity. In this regard, this study serves as a recommendation first for the government to not
42
only raise awareness towards the importance of these social networking platforms in tourism
industry, but also to provide tourism organizations with enough training about how to use these
platforms, and second, for tourism organizations of Beni Mellal Khenifra to make them
understand the business potential in social media so that they integrate these new technologies in
the destinations marketing process, and thus, target large numbers of customers. Henceforth, this
will not only boost the tourism industry in this region in particular, and in Morocco in general,
but also will have a great impact on the social and economical status of the country
43
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Appendix: questionnaire
Dear participants,
This survey is a part of my Bachelor studies at the English department, Sultan Moulay Slimane
University. I'm conducting a study in the area of tourism. Therefore, in order to complete this study I'm
kindly inviting you to fill in this questionnaire. There are no right or wrong answers; you just need to
give your sincere responses. This questionnaire will take you approximately 5 minutes to fill in and all
your answers will be treated anonymously.
Thank you for your cooperation!
*Required
1. Gender *
Mark only one oval.
Female
Male
Prefer not to say
2. Age *
Mark only one oval.
Under 18
18-24
25-34
35-44
45-54
Over 54
3. Country of residence *
50
5. How often do you use Facebook? *
Mark only one oval.
Most frequently
Frequently
Occasionally
Rarely
Yes
No
Facebook
Instagram
YouTube
TripAdvisor
Other :
8. What did most attract you to visit Beni Mellal Khenifra region? *
Tick all that apply.
Weather
Natural landscapes
Cultural assets
Food
Other:
Family
Friends
Traditional media
Travel-related content on Facebook
Travel-related content on other social platforms
51
Other:
10. Please indicate your agreement with the following statement: Shared photos and videos of a
destination on Facebook attract me to visit it. *
Mark only one oval.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
11. Please indicate your agreement with the following statement: positive comments on Facebook
about a destination influence my desire to visit it *
Mark only one oval.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
12. Where did you get information about touristic places in Beni Mellal Khenifra region from? *
Tick all that apply.
Family/Friends
Facebook
Instagram
TripAdvisor
Tour agencies
Other:
Yes
No
Destination information
52
Price comparing
To search for nearby accommodations (Transportation, restaurants, hotels,...)
To share my location with friends
To post instant pictures and videos
Other:
15. After your trip, do you share your travel experience on Facebook? *
Mark only one oval.
Yes
No
Maybe
16. If yes, how do your Facebook friends interact with your shared content about the destination?
Tick all that apply.
Other:
17. Have you ever been exposed to travel related content on Facebook generated by tourism
organizations of Beni Mellal khenifra
kheni region? *
Mark only one oval.
Yes
No
18. Please indicate your agreement with the following statement: Facebook can be an effective
promotional tool for Beni Mellal Khenifra's tourism organisations *
Mark only one oval.
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
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List of figures
Figure 6: list of the most used social networking sites for travel related activities………...........36
Figure 8.1: Shared photos and videos on Facebook affect travelers’ decisions while considering a
trip………………………………………………………………………………………………..39
Figure 8.2: positive comments about a destination on Facebook affect travelers’ desire to visit
it………………………………………………………………………………………………….39
Figure 10: Respondents’ Facebook friends’ attitudes towards their shared experiences………..42
Figure 11: respondents’ exposition to Facebook travel related content generated by Beni Mellal
Khenifra organizations………………………………………………………………………...…44
Figure 13: Facebook can be an effective promotional tool for Beni Mellal Khenifra's tourism
organizations……………………………………………………………………………………..46
Figure 14: Beni Mellal Khenifra’s most attracting factors according to the respondents……….47
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