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A Comprehensive Overview of the Business Model Canvas for Immersive Experience Offerings: The Case of Marrakech's Leisure and Entertainment Tourism SME Sector

In: Tourism Entrepreneurship and the Metaverse

Author

Listed:
  • Mustapha Ahachmi

    (Ibn Zohr University
    University of Mons)

  • Abdellah Saoualih

    (ICHEC Brussels Management School Boulevard Brand
    Paul Valéry University)

  • Fatima Zahra Fakir

    (University of Padova)

  • Xavier Brédart

    (University of Mons)

  • Larbi Safaa

    (Kauno kolegija Higher Education Institution)

  • Abdelhaq Lahfidi

    (Ibn Zohr University)

Abstract

This study examines how small and medium-sized enterprises (SMEs) design and implement immersive experiences using the Business Model Canvas (BMC), a strategic management tool developed by Osterwalder and Pigneur (2010). A qualitative, exploratory methodology was employed, incorporating semi-structured interviews with representatives from three SMEs based in Marrakech. The interview data were analyzed thematically to uncover strategies and critical factors that enable these businesses to stand out in a competitive market. The results reveal notable regional disparities and financial obstacles encountered by SMEs. The BMC framework serves as a valuable tool for structuring innovation efforts, with a focus on value creation and enhancing customer engagement. Immersive experiences present unique opportunities to improve visitor satisfaction and showcase Marrakech's rich cultural heritage. The research emphasizes the significance of adopting a customer-centric approach and diversifying revenue streams to ensure sustainable growth. Policymakers and private sector stakeholders are encouraged to implement supportive measures to assist SMEs in overcoming financial and technological challenges. This study contributes meaningful insights into the integration of immersive technologies in the tourism industry, particularly within the context of Marrakech. It also lays the groundwork for future research on leveraging the BMC for innovation in tourism.

Suggested Citation

  • Mustapha Ahachmi & Abdellah Saoualih & Fatima Zahra Fakir & Xavier Brédart & Larbi Safaa & Abdelhaq Lahfidi, 2025. "A Comprehensive Overview of the Business Model Canvas for Immersive Experience Offerings: The Case of Marrakech's Leisure and Entertainment Tourism SME Sector," Springer Books, in: Fatima Zahra Fakir & Ahmad Albattat & Marco Valeri (ed.), Tourism Entrepreneurship and the Metaverse, chapter 0, pages 149-175, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-96299-8_7
    DOI: 10.1007/978-3-031-96299-8_7
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