The informative and promotional role of virtual communities: the case of hotel establishments in Agadir (Morocco)
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Abstract
In many parts of the world, travelers have a special interest in the welcome and quality of accommodation establishments in the countries visited, becoming one of the main pillars of tourism promotion (tourism marketing). New tourists actively participate in the marketing mechanism by disseminating their opinions via virtual forums or travel guides (Michelin Guide, El Mochilero, Lonely Planet, TripAdvisor), which allow internet users to report and give testimony of their experiences and discuss this. Thus, virtual forums are the first to report new trends and represent a guarantee of quality information by measuring the degree of satisfaction expressed by tourists in relation to their stay. Our research addresses the critical view that foreign visitors have on the reception and quality in tourist accommodation establishments in Morocco and this, through the reading and analysis of the comments, opinions and evaluations, expressed by the communities Traveler reports from TripAdvisor, regarding the services of the hotel structures in Agadir.
Keywords: TripAdvisor, virtual communities, hotel establishments, tourism promotion, Agadir, Morocco.
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