DIGITAL MARKETING IN TOURISM SECTOR DURING COVID-19 CRISIS: AN EMPIRICAL STUDY FOR MOROCCO

Abstract

To help tourism businesses succeed in the digital world, this thesis looks into consumer behavior regarding digital marketing solutions in the industry. Its case study of Morocco focuses on the dynamic relationship between digital marketing and the travel and tourist sector, especially in light of the COVID-19 pandemic. Digitalization, social media marketing, e-commerce, and measuring the efficiency of digital marketing in the tourism industry are major research fields. The study reveals the changing patterns of consumer behavior in the travel industry, highlighting the necessity for companies to modify their marketing plans in order to successfully engage and reach consumers. It emphasizes the value of digitization for the travel and tourism sector and exhorts companies to use digital platforms and marketing avenues to promote their products and draw tourists. The survey clarifies how important social media is as a tool for tourist companies to interact with clients, promote their brands, and increase bookings. The results of this research highlight how critical it is to comprehend consumer behavior and preferences when using digital marketing in the field of tourism and travel. Tourism organizations may optimize their digital marketing strategies, increase customer engagement, and enhance overall marketing results by leveraging pertinent metrics, analytics, and data-driven insights