How Moroccan Film Destination Attracts More Tourists

  • M’barek ALHADDAR Doctoral School of Entrepreneurship and Business Budapest Business University, Hungary
  • Harshavardhan Reddy KUMMITHA Department of Tourism and Hospitality Budapest Business University, Hungary


With the different types of crises that the world was suffering from, management of a destination becomes more difficult than before, especially to develop the destination image. Many destinations are trying different ways to market their destinations, and one of those is the film industry. Film travel is considered a new fashion in visiting Morocco, and Essaouira is an attractive and sustainable destination. Motivating tourists to follow up the trend of travel with the film the DMO should use new ways of marketing, including sustainable projects, and taking care of the tourists’ perspectives. Several studies have confirmed the importance of film tourism in the destination image. The main objective of this study is to create a general process that can be used for any destination to make it an attractive and sustainable destination and to discover the importance of the film industry as a new way to market a destination and develop its image. Essaouira is the destination chosen for this study. Different research methods were used, an offline and online questionnaire with tourists and locals about their perspectives.

Research findings indicate that film tourism is a very important tool nowadays to promote a destination and will be very helpful to use it in the case of Essaouira. It is found that a lot of people got inspired by movies to travel, and in the case of this city, it is shown that film tourism along with sustainable tourism could improve the destination's reputation and affect the tourism sector positively.


[1] Bordian, M., Gil-Saura, I., and Šerić, M. 2022. The impact of value co-creation in sustainable services: understanding generational differences. Journal of Services Marketing. DOI: 10.1108/JSM-06-2021-0234
[2] Buhalis, D. 2000. Marketing the competitive destination of the future. Tourism Management, 21(1): 97-116. DOI:
[3] Buhalis, D., and Costa, C. 2006. Tourism management dynamics: trends, management, and tools. Butterworth-Heinemann.
[4] Buhalis, D., and Law, R. 2008. Progress in tourism management: A review of website evaluation in tourism research. Tourism Management, 29(3): 609-623. DOI:
[5] Carter, R. W., Thok, S., O’Rourke, V., and Pearce, T. 2015. Sustainable tourism and its use as a development strategy in Cambodia: a systematic literature review. Journal of Sustainable Tourism, 23(5): 797-818. DOI: 10.1080/09669582.2014.978787
[6] Červová, L. and Pavlů, K. 2018. Film tourism as a destination promotion instrument: a case study of iceland. Journal of Tourism and Cultural Change, 16(1): 73-85. DOI:
[7] Connell, J. 2012. Film tourism – Evolution, progress and prospects. Tourism Management, 33(5): 1007-1029. DOI:
[8] Cui, X. 2021. Representing film elements everywhere: The place branding campaign in film-related tourism destinations. Proceedings of the International Conference on Tourism Research, 142-149. DOI:
[9] Douglas G. P., and Heike A. S. 2013. Destination management: The tourist’s perspective. Journal of Destination Marketing and Management, 2(2): 86-91. DOI:
[10] Farmery, A., Gursoy, D., Lu, L., and Deery, M. 2017. Visitor experiences and destination management: insights from the Great Barrier Reef, Australia. Journal of Destination Marketing and Management, 6(2): 148-158. DOI:
[11] Gamze C., and Onur Sevket Yildiz. 2012. Developing a destination management model: Case of Cappadocia. Journal of Tourism Management Perspectives, (2-3): 42-52. DOI:
[12] Gössling, S., Scott, D., and Hall, C. M. 2016. Tourism and water: Interactions, impacts, and challenges. Channel View Publications. DOI: 10.4324/9780203011911-12
[13] Hall, C. M., Page, S. J., and Hall, C. M. 2002. The Geography of Tourism and Recreation (2nd ed.). London: Routledge. DOI:
[14] Heid, M., Albrecht, J. N. and Finkl, W. 2021. Sustainability implementation in destination management. Journal of Cleaner Production, 278, 123993. DOI:
[15] Kim, H. J., and Uysal, M. 2018. Destination authenticity and its impact on destination loyalty. Tourism Management, 66: 52-61.
[16] Lew, A. A., Cheer, J. M., and Walter, L. A. 2016. Tourism in Southeast Asia: Challenges and new directions. Journal of Destination Marketing and Management, 5(3): 195-196. DOI:
[17] Litvin, S. W., Goldsmith, R. E., and Pan, B. 2008. Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3): 458-468. DOI: 10.1016/j.tourman.2007.05.011
[18] Morrison, A. M. 2005. Celebrity endorsement and its impact on sales: A research agenda. Journal of Hospitality and Tourism Research, 29(3): 295-309.
[19] Richards, G. 2018. Cultural Tourism: A review of recent research and trends. Journal of Hospitality and Tourism Management, 36: 12-21. DOI:
[20] Ruiz-Real, J. L., Uribe-Toril, J., and Gazquez-Abad, J.C. 2020. Destination branding: Opportunities and new challenges. Journal of Destination Marketing and Management, 16: 100437. DOI:
[21] Vagionis, N. and Loumioti, M. 2011. Movies as a tool of modern tourist marketing. Tourismos: An International Multidisciplinary Journal of Tourism, 6(2): 353-362.
[22] The destination of Essaouira, Morocco. Retrieved from
How to Cite
ALHADDAR, M’barek; KUMMITHA, Harshavardhan Reddy. How Moroccan Film Destination Attracts More Tourists. Journal of Environmental Management and Tourism, [S.l.], v. 14, n. 8, p. 2981 - 2992, dec. 2023. ISSN 2068-7729. Available at: <>. Date accessed: 25 feb. 2024. doi: