The perceived destination image of Agadir on Travelblog.org.

This work is about analyzing the perceived image of Agadir (Morocco) on Travelblog.org. As travel blogs are becoming one of the most important platforms used by tourists to write about their experiences, perceptions and... [ view full abstract ]

This work is about analyzing the perceived image of Agadir (Morocco) on Travelblog.org. As travel blogs are becoming one of the most important platforms used by tourists to write about their experiences, perceptions and stories related to tourism destination, we choose to take a closer look at one of the most famous of these platforms and analyze the perceptions held by tourists about Agadir as a coastal destination. We will study the perceptions of bloggers about the aspects related to the destination by exploring blogs entries. The study is based on secondary data collected on Travelblog.org. Using the Software NVivo 8, we will do a textual analysis of the content of the blogs entries. After presenting the profiles of bloggers who have written the blog entries, we will extract the content of these entries and proceed to a textual analysis. The main features highlighted by bloggers will be scanned, after that, positive and negative appreciations for each feature (accommodation, transportation, food, entertainment….) will be brought out. The results of our work can be divided into two main findings. The first result is a critical path that connects all the elements of the destination raised by bloggers, and ranks features in order of importance following the perceptions of tourists. The second result is a summary that allows us to generate a global image of Agadir based on the various perceptions of bloggers. The Managerial implications of our findings will be discussed at the end of our work.