The effectiveness of domestic tourism for the revival in the face of the pandemic COVID19

Abstract

The tourism industry is an important tool for the reconstruction of territories, a creator of employment, but certain tragic events slow down its development. Tourist destinations are confronted with numerous natural, terrorist, economic, political, social and epidemiological risks and turbulence. This is why the risk factor is omnipresent in the choice of destinations. The tourism sector is one of the sectors most affected by the COVID 19 crisis in Morocco. According to the National Confederation of Moroccan Tourism (CNT), Moroccan tourism will need an estimated 1.7 billion dirhams in funding for its recovery policy in 2022. National tourism, also known as domestic tourism, constitutes a considerable contribution to regional economic development through the distribution of a share of national wealth. Today, the tourism sector is going through a bad economic situation, due to the negative effects of the COVID 19 pandemic. Hence the objective of our study is to find a policy of revival thanks to the Moroccan domestic tourism, by the research of diversified and innovative criteria of offers the most adapted to the needs of the Moroccan domestic tourists, and the creation of a strategy of communication that we can follow to market our national tourist service, while developing a strategy of resilience of the Moroccan tourist activity. We conducted a quantitative study in the form of a survey, based on a questionnaire by selecting a random sample of domestic Moroccan tourists. We seek to know the attitude of Moroccan domestic tourists on their local tourism product and measure their level of satisfaction in Morocco. Finally, our research led us to the determination of the explanatory variables of the tourist performance, such as the choice of the offer and the good communication of the services for a sensitive clientele. A qualified tourist service is not only a means of satisfaction and loyalty of tourists, but also a primary source of creating a good strategy of innovative communication.