Moroccans’ Behavioural Response to the Development of Digital Tourism

Electronic tourism was born at the crossroads between tourism and electronic commerce. Electronic tourism developed in the 1990s and became widespread with the emergence of the Internet 2.0. This article examines this new disintermediated form of tourism by looking at the new requirements and attitudes of today’s tourists. The analysis focuses on tourists’ behaviour regarding technological tools. It relies on both the conceptual and theoretical frameworks and a qualitative study carried out with four focus groups composed of Moroccan Internet users aged between 16 and 64 years. The results of the study indicate that these technological tools have become an integral part of tourists’ behaviour because they not only facilitate the accommodation search but also significantly influence purchasing behaviour.