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Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context

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  • Soumaya El HASSOUNI

    (Associate Professor, Faculty of Law, Economics and Social Science – Souissi Mohammed V University, Rabat, Morocco)

Abstract

In this research we attempt to better understand the deeper motivations underlying the preferred destinations of Moroccan tourists within a trilogic perspective englobing African, Arab and Muslim context. For this reason, a theoretical framework involving both classical and operational explanatory motivation models is elaborated. A netnographic method is adopted to shed light on the main reasons regarding traveling abroad as well as criteria determining the choice of a foreign destination. Members of Moroccan virtual travelers’ community shared their viewpoints and experiences. Qualitative data is analyzed from an interpretative perspective using Qualitative Data Analysis Miner (QDA Miner) Software. Findings revealed two sets of factors namely “pull factors†and “push factors†related to a domestic poor civic minded environment. This, therefore, is considering being the main contribution of this study.

Suggested Citation

  • Soumaya El HASSOUNI, 2021. "Experiencing social civism and women freedom as tourists’ motivation: Results from a netnographic study in the Moroccan context," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 8(3), pages 55-60, March.
    • Handle: RePEc:bjc:journl:v:8:y:2021:i:3:p:55-60
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    References listed on IDEAS

    as
    1. Yohan Bernard, 2004. "La netnographie : une nouvelle méthode d’enquête qualitative basée sur les communautés virtuelles de consommation," Post-Print halshs-02915770, HAL.
    2. Yohan Bernard, 2004. "La netnographie : une nouvelle méthode d’enquête qualitative basée sur les communautés virtuelles de consommation," Post-Print hal-01315734, HAL.
    3. Nelson, Michelle R. & Otnes, Cele C., 2005. "Exploring cross-cultural ambivalence: a netnography of intercultural wedding message boards," Journal of Business Research, Elsevier, vol. 58(1), pages 89-95, January.
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