The Impact of Official Tourism Websites on the Destination Image : The case of Morocco

Abstract: The destination image is a significant factor that determines the success of a tourist destination. Information sources such as official websites of a tourist destination also play a critical role in attracting more tourists. This paper focuses on analyzing the impact of online sources such as the destination image's official websites. Being an exceptional tourism destination among the Arab countries, Morocco has been selected to analyze its official website's impact on its image. The paper applies a qualitative research design to accomplish the research. Data has been collected from the official website of the selected tourist destination. The study reveals that quality content and rich cognitive information on the destination's official tourism website have a distinct influence on the destination's image perception that eventually attracts, motivates, and encourages tourists to visit once or repeatedly. Therefore, it is necessary to take into consideration the quality of information being provided to potential tourists to create an enhanced image of the destination and the perceptions of tourists about Morocco's destination.