Portrait and Profiling of the Visitor to the Azrou-Ifrane Region: Contribution to the Perspective on Perceptual and Behavioral Dynamics

Abstract

In order to gain a better understanding of tourist and visitor behavior in the Ifrane-Azrou region, we conducted an empirical study in 2023, which underwent Descriptive Statistical Analysis. The Ifrane-Azrou region, situated in the Middle Atlas Mountains of Morocco, is a popular tourist destination renowned for its picturesque landscapes, preserved nature, and pleasant climate. This study aims to examine the behavior of tourists and visitors in this region to better understand their characteristics, motivations, and activities. Data for this analysis were collected through a field survey conducted over two months (January and February 2023) among tourists in the Ifrane-Azrou region. Questions were directly posed to tourists at major tourist sites, hotels, restaurants, and tourist information centers. A total of 316 questionnaires were duly completed by the investigators.

The results obtained proved to be highly relevant and significant, as they ultimately led to the development of a typical profile of tourists in the region, which could be positively utilized by tourism professionals operating in or interested in the region. Overall, visitor behavior is positive, their appreciation of the region's tourist offerings is generally positive, their expectations and requirements are relatively satisfied, and the experience they undergo brings them overall satisfaction. However, the study is well poised to inform tourism professionals and authorities about areas for improvement to enhance the brand image of businesses, the region, and the overall tourist attractiveness of the Ifrane-Azrou region.

Although this study is insightful, it has certain limitations, particularly the data collection period, which is limited to two specific months, potentially restricting the representativeness of the results. Nevertheless, it offers an original contribution by developing a detailed profile of tourists in the Ifrane-Azrou region and identifying areas for improvement for tourism professionals.

Keywords: Tourist offerings – tourist behavior –– tourist satisfaction – tourist expectations – tourist experience.
JEL Classification: L83
Paper type: Empirical Research.