The Effect of Web 2.0 on the Decision-Making Process: The Case of Marrakech

Abstract

Social Media has become a powerful means in the development of communication and marketing strategies related to tourism offers. The case of the destination of Marrakech is a relevant example to be made explicit. Indeed, we are witnessing a change in the purchasing behavior of tourists from the consultation of specialized agencies (classic channel) to the web consultation (online offers). Our article is particularly interested in the impact that the social media can have on the perception developed by the tourist with regard to the destination of Marrakech. Also, we will be interested in the impact of the web media on the behavior and the decisions of purchase through our study.