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Purpose – This study examines Morocco’s tourism attractiveness, focusing on how the country balances cultural heritage with modernization and the potential impact of the 2030 World Cup on its tourism image. Methodology/Design/Approach – A quantitative approach was used, testing seven research hypotheses through regression analysis on a sample of 308 tourism sector stakeholders. Findings – The results show that cultural authenticity, Moroccan traditions, the blend of tradition and modernity, sustainable tourism initiatives, and the 2030 World Cup positively impact Morocco’s tourism appeal. However, modern infrastructure development and exclusive preservation of traditions do not significantly influence attractiveness. Originality of the research – This research provides new insights into Morocco’s positioning as a cultural and modern tourist destination, emphasizing the strategic role of international events in shaping national tourism perceptions. It offers practical recommendations for policymakers and stakeholders to optimize Morocco’s global tourism strategy.

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Tourism Attractiveness in Morocco: Between Tradition and Modernity

  • 会议论文

  • 发表日期：

    2026年

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  • Fatima Zahra El karmaoui,
  • El ouali El balaidi,
  • Adil El ouali,
  • Ahmed El hammoumi

摘要

Purpose – This study examines Morocco’s tourism attractiveness, focusing on how the country balances cultural heritage with modernization and the potential impact of the 2030 World Cup on its tourism image. Methodology/Design/Approach – A quantitative approach was used, testing seven research hypotheses through regression analysis on a sample of 308 tourism sector stakeholders. Findings – The results show that cultural authenticity, Moroccan traditions, the blend of tradition and modernity, sustainable tourism initiatives, and the 2030 World Cup positively impact Morocco’s tourism appeal. However, modern infrastructure development and exclusive preservation of traditions do not significantly influence attractiveness. Originality of the research – This research provides new insights into Morocco’s positioning as a cultural and modern tourist destination, emphasizing the strategic role of international events in shaping national tourism perceptions. It offers practical recommendations for policymakers and stakeholders to optimize Morocco’s global tourism strategy.