Assessing the Digital Communication of Official Tourism Organizations in Morocco : A Multi-Dimensional Evaluation Approach

Résumé

The rapid growth of digital technologies has made websites and social media (SM) essential tools, enabling national and regional organizations to provide information, shape brand identity, engage directly with audiences, and enhance destination competitiveness. Our study assessed the digital communication practices of the National Tourism Organization (NTO) and seven regional Destination Management Organizations (DMOs) in Morocco, using a multidimensional assessment grid we developed, encompassing three main dimensions and twelve indicators. The results of our research revealed that Moroccan official tourism organizations are present on digital platforms as they have functional websites and detain SM accounts on which they provide information and convey the brand image and personality of Morocco and Moroccan destinations. Also, the organizations achieved high scores in both website quality and functionality as well as content and branding. However, across all organizations, social media engagement achieved the lowest score, indicating that there is a need to transform SM from a promotional tool into a space for co-creation of destination experiences.