IDEAS home Printed from https://ideas.repec.org/a/bjc/journl/v8y2021i3p55-60.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijrsi/digital-library/volume-8-issue-3/55-60.pdf
    Download Restriction: no
    File URL: https://www.rsisinternational.org/virtual-library/papers/experiencing-social-civism-and-women-freedom-as-tourists-motivation-results-from-a-netnographic-study-in-the-moroccan-context/
    Download Restriction: no
    ---><---

    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.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Pochun, Tej & Brennan, Linda & Parker, Lukas, 2018. "Advertising effects? An elemental experiment," Australasian marketing journal, Elsevier, vol. 26(4), pages 338-349.
    2. Jenni Sipilä & Anssi Tarkiainen & Sanna Sundqvist, 2018. "Toward an improved conceptual understanding of consumer ambivalence," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 147-162, December.
    3. Nathalie Duran & Djamchid Assadi, 2017. "Analyse comparative des discours gagnants et perdants du microcrédit : le cas des campagnes de crowdlending," Post-Print hal-01655509, HAL.
    4. Bradford, Tonya Williams & Grier, Sonya A. & Henderson, Geraldine Rosa, 2017. "Weight Loss Through Virtual Support Communities: A Role for Identity-based Motivation in Public Commitment," Journal of Interactive Marketing, Elsevier, vol. 40(C), pages 9-23.
    5. Yang, Kiseol & Li, Xiaoshu & Kim, HaeJung & Kim, Young Hoon, 2015. "Social shopping website quality attributes increasing consumer participation, positive eWOM, and co-shopping: The reciprocating role of participation," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 1-9.
    6. Mardon, Rebecca & Molesworth, Mike & Grigore, Georgiana, 2018. "YouTube Beauty Gurus and the emotional labour of tribal entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 443-454.
    7. Bradford, Tonya Williams & Sherry, John F., 2013. "Orchestrating rituals through retailers: An examination of gift registry," Journal of Retailing, Elsevier, vol. 89(2), pages 158-175.
    8. Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.
    9. Fong, John & Burton, Suzan, 2008. "A cross-cultural comparison of electronic word-of-mouth and country-of-origin effects," Journal of Business Research, Elsevier, vol. 61(3), pages 233-242, March.
    10. Braunsberger, Karin & Buckler, Brian, 2011. "What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott," Journal of Business Research, Elsevier, vol. 64(1), pages 96-102, January.
    11. Maria Mercanti-Guérin, 2009. "La netnographie : outil de prospective des métiers, une application aux nouveaux métiers du Web," Post-Print hal-02055031, HAL.
    12. Béatrice Parguel & Renaud Lunardo & Jean-Charles Chebat, 2010. "When activism may prove counterproductive: An exploratory study of anti-brand spoof advertising effects in the tobacco industry," Post-Print halshs-00636238, HAL.
    13. Lau-Gesk, Loraine & Mukherjee, Sayantani, 2017. "Coping with sequential conflicting emotional experiences," Journal of Business Research, Elsevier, vol. 73(C), pages 1-8.
    14. Ulun Akturan, 2009. "A Review Of Cyber Ethnographic Research: A Research Technique To Analyze Virtual Consumer Communities," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 23(1+2), pages 1-18.
    15. Habibi, Mohammad Reza & Laroche, Michel & Richard, Marie-Odile, 2014. "Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities," International Journal of Information Management, Elsevier, vol. 34(2), pages 123-132.
    16. Yves Cinotti, 2015. "From hospitality to experience : comparison between tourist experience in guest houses and hotels [De l’hospitalité à l’expérience : vécus comparés des touristes dans les maisons d’hôtes et les hôt," Post-Print hal-01286523, HAL.
    17. Éric Barquissau & Nathalie Darras-Barquissau, 2017. "Les forums d'actionnaires individuels : un outil de réduction du risque ?," Post-Print hal-01655914, HAL.
    18. Cross, Samantha N.N. & Gilly, Mary C., 2014. "Consumption compromises: Negotiation and unification within contemporary families," Journal of Business Research, Elsevier, vol. 67(4), pages 449-456.
    19. Divakaran, Pradeep Kumar Ponnamma, 2017. "The netnographic method as early warning: Linking antecedents of pre-release behavior of technology-enabled community to future market trends," Technological Forecasting and Social Change, Elsevier, vol. 125(C), pages 245-257.
    20. de Lassus, Christel & Anido Freire, N., 2014. "Access to the luxury brand myth in pop-up stores: A netnographic and semiotic analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 61-68.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjc:journl:v:8:y:2021:i:3:p:55-60. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://rsisinternational.org/journals/ijrsi/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.