Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example

Fatima Zahra Guertaoui; Si Mohamed Ben Massou

doi:doi:10.11648/j.ajetm.20220703.11

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Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example

Fatima Zahra Guertaoui, Si Mohamed Ben Massou

Published in American Journal of Engineering and Technology Management (Volume 7, Issue 3)

Received: 20 May 2022 Accepted: 14 June 2022 Published: 27 June 2022

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Abstract

Nowadays, globalization has forced cities, in the north and south, to compete fiercely for tourists. The identity and uniqueness of the traditions of each venue are differentiating factors for the image that tourists have of the venue, which can be a powerful marketing tool for managers if it is integrated into a broader approach that includes the authorities and all organizations involved in marketing destinations. Due to the lack of studies regarding the synergistic relationships between mega-events and destination image, and their impact on destination revisitation in emerging economies, and the prevalence of such reports in Western and Asian countries, this study aims to generate interest in this topic and inspire further research. Taking into account the specificities of southern destinations through research methodology and tourism literature, this study argues that the mega-event exerts a greater impact on the conative image, although affective and cognitive images of a mega-event play a great role in other destinations their impact is shown to be average, and that the image of the destination exists a priori in the mind of the visitor rather than that of the event and thus the importance of preserving traditional aspects of the culture is advanced. In fact, the event of the Popular Arts Festival in Marrakech, our study case, through cognitive, emotional and conative images, positively impacts the image of the Marrakech destination. In the same vein, marketing experts need to recognize the experiences of tourists and integrate them into their strategies.

Published in	American Journal of Engineering and Technology Management (Volume 7, Issue 3)
DOI	10.11648/j.ajetm.20220703.11
Page(s)	36-47
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2024. Published by Science Publishing Group

Keywords

Mega-Event, Tourist Destination, Conative Image, Cognitive Image, Affective Image, Revisit, Research and Methodology

References

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Fatima Zahra Guertaoui, Si Mohamed Ben Massou. (2022). Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example. American Journal of Engineering and Technology Management, 7(3), 36-47. https://doi.org/10.11648/j.ajetm.20220703.11

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Fatima Zahra Guertaoui; Si Mohamed Ben Massou. Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example. Am. J. Eng. Technol. Manag. 2022, 7(3), 36-47. doi: 10.11648/j.ajetm.20220703.11

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Fatima Zahra Guertaoui, Si Mohamed Ben Massou. Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example. Am J Eng Technol Manag. 2022;7(3):36-47. doi: 10.11648/j.ajetm.20220703.11

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@article{10.11648/j.ajetm.20220703.11,
  author = {Fatima Zahra Guertaoui and Si Mohamed Ben Massou},
  title = {Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example},
  journal = {American Journal of Engineering and Technology Management},
  volume = {7},
  number = {3},
  pages = {36-47},
  doi = {10.11648/j.ajetm.20220703.11},
  url = {https://doi.org/10.11648/j.ajetm.20220703.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajetm.20220703.11},
  abstract = {Nowadays, globalization has forced cities, in the north and south, to compete fiercely for tourists. The identity and uniqueness of the traditions of each venue are differentiating factors for the image that tourists have of the venue, which can be a powerful marketing tool for managers if it is integrated into a broader approach that includes the authorities and all organizations involved in marketing destinations. Due to the lack of studies regarding the synergistic relationships between mega-events and destination image, and their impact on destination revisitation in emerging economies, and the prevalence of such reports in Western and Asian countries, this study aims to generate interest in this topic and inspire further research. Taking into account the specificities of southern destinations through research methodology and tourism literature, this study argues that the mega-event exerts a greater impact on the conative image, although affective and cognitive images of a mega-event play a great role in other destinations their impact is shown to be average, and that the image of the destination exists a priori in the mind of the visitor rather than that of the event and thus the importance of preserving traditional aspects of the culture is advanced. In fact, the event of the Popular Arts Festival in Marrakech, our study case, through cognitive, emotional and conative images, positively impacts the image of the Marrakech destination. In the same vein, marketing experts need to recognize the experiences of tourists and integrate them into their strategies.},
 year = {2022}
}

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TY  - JOUR
T1  - Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example
AU  - Fatima Zahra Guertaoui
AU  - Si Mohamed Ben Massou
Y1  - 2022/06/27
PY  - 2022
N1  - https://doi.org/10.11648/j.ajetm.20220703.11
DO  - 10.11648/j.ajetm.20220703.11
T2  - American Journal of Engineering and Technology Management
JF  - American Journal of Engineering and Technology Management
JO  - American Journal of Engineering and Technology Management
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EP  - 47
PB  - Science Publishing Group
SN  - 2575-1441
UR  - https://doi.org/10.11648/j.ajetm.20220703.11
AB  - Nowadays, globalization has forced cities, in the north and south, to compete fiercely for tourists. The identity and uniqueness of the traditions of each venue are differentiating factors for the image that tourists have of the venue, which can be a powerful marketing tool for managers if it is integrated into a broader approach that includes the authorities and all organizations involved in marketing destinations. Due to the lack of studies regarding the synergistic relationships between mega-events and destination image, and their impact on destination revisitation in emerging economies, and the prevalence of such reports in Western and Asian countries, this study aims to generate interest in this topic and inspire further research. Taking into account the specificities of southern destinations through research methodology and tourism literature, this study argues that the mega-event exerts a greater impact on the conative image, although affective and cognitive images of a mega-event play a great role in other destinations their impact is shown to be average, and that the image of the destination exists a priori in the mind of the visitor rather than that of the event and thus the importance of preserving traditional aspects of the culture is advanced. In fact, the event of the Popular Arts Festival in Marrakech, our study case, through cognitive, emotional and conative images, positively impacts the image of the Marrakech destination. In the same vein, marketing experts need to recognize the experiences of tourists and integrate them into their strategies.
VL  - 7
IS  - 3
ER  -

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Author Information

Fatima Zahra Guertaoui

Department of Commerce and Communication, National School of Commerce and Management, Cadi Ayyad University, Marrakech, Morocco
Si Mohamed Ben Massou

Department of Management, National School of Commerce and Management, Cadi Ayyad University, Marrakech, Morocco

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Fatima Zahra Guertaoui, Si Mohamed Ben Massou. (2022). Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example. American Journal of Engineering and Technology Management, 7(3), 36-47. https://doi.org/10.11648/j.ajetm.20220703.11

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ACS Style

Fatima Zahra Guertaoui; Si Mohamed Ben Massou. Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example. Am. J. Eng. Technol. Manag. 2022, 7(3), 36-47. doi: 10.11648/j.ajetm.20220703.11

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Fatima Zahra Guertaoui, Si Mohamed Ben Massou. Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example. Am J Eng Technol Manag. 2022;7(3):36-47. doi: 10.11648/j.ajetm.20220703.11

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@article{10.11648/j.ajetm.20220703.11,
  author = {Fatima Zahra Guertaoui and Si Mohamed Ben Massou},
  title = {Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example},
  journal = {American Journal of Engineering and Technology Management},
  volume = {7},
  number = {3},
  pages = {36-47},
  doi = {10.11648/j.ajetm.20220703.11},
  url = {https://doi.org/10.11648/j.ajetm.20220703.11},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajetm.20220703.11},
  abstract = {Nowadays, globalization has forced cities, in the north and south, to compete fiercely for tourists. The identity and uniqueness of the traditions of each venue are differentiating factors for the image that tourists have of the venue, which can be a powerful marketing tool for managers if it is integrated into a broader approach that includes the authorities and all organizations involved in marketing destinations. Due to the lack of studies regarding the synergistic relationships between mega-events and destination image, and their impact on destination revisitation in emerging economies, and the prevalence of such reports in Western and Asian countries, this study aims to generate interest in this topic and inspire further research. Taking into account the specificities of southern destinations through research methodology and tourism literature, this study argues that the mega-event exerts a greater impact on the conative image, although affective and cognitive images of a mega-event play a great role in other destinations their impact is shown to be average, and that the image of the destination exists a priori in the mind of the visitor rather than that of the event and thus the importance of preserving traditional aspects of the culture is advanced. In fact, the event of the Popular Arts Festival in Marrakech, our study case, through cognitive, emotional and conative images, positively impacts the image of the Marrakech destination. In the same vein, marketing experts need to recognize the experiences of tourists and integrate them into their strategies.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Interactions Between Mega-Events and Tourist Destinations, the 50th Edition of Marrakech Festival of Popular Arts 2019 as an Example
AU  - Fatima Zahra Guertaoui
AU  - Si Mohamed Ben Massou
Y1  - 2022/06/27
PY  - 2022
N1  - https://doi.org/10.11648/j.ajetm.20220703.11
DO  - 10.11648/j.ajetm.20220703.11
T2  - American Journal of Engineering and Technology Management
JF  - American Journal of Engineering and Technology Management
JO  - American Journal of Engineering and Technology Management
SP  - 36
EP  - 47
PB  - Science Publishing Group
SN  - 2575-1441
UR  - https://doi.org/10.11648/j.ajetm.20220703.11
AB  - Nowadays, globalization has forced cities, in the north and south, to compete fiercely for tourists. The identity and uniqueness of the traditions of each venue are differentiating factors for the image that tourists have of the venue, which can be a powerful marketing tool for managers if it is integrated into a broader approach that includes the authorities and all organizations involved in marketing destinations. Due to the lack of studies regarding the synergistic relationships between mega-events and destination image, and their impact on destination revisitation in emerging economies, and the prevalence of such reports in Western and Asian countries, this study aims to generate interest in this topic and inspire further research. Taking into account the specificities of southern destinations through research methodology and tourism literature, this study argues that the mega-event exerts a greater impact on the conative image, although affective and cognitive images of a mega-event play a great role in other destinations their impact is shown to be average, and that the image of the destination exists a priori in the mind of the visitor rather than that of the event and thus the importance of preserving traditional aspects of the culture is advanced. In fact, the event of the Popular Arts Festival in Marrakech, our study case, through cognitive, emotional and conative images, positively impacts the image of the Marrakech destination. In the same vein, marketing experts need to recognize the experiences of tourists and integrate them into their strategies.
VL  - 7
IS  - 3
ER  -

Copy | Download