The Morocco Brand Through the Eyes of its Emigrants

The aim of this study is to explore the main elements of the Morocco brand transmitted by Moroccan emigrants, and their perceptions of their influence on the construction of the Morocco brand as a tourist destination. The data was collected through a questionnaire from 131 Moroccan emigrants living in Spain. The findings sum up the most relevant factors of the Morocco brand transmitted by the emigrants to the local population in Spain. These elements are landscape, nature, beaches, mountains, gastronomy and climate, as tangible attributes of the country brand; and hospitality, tradition, joy and multiculturalism, as intangible attributes. All attributes together can be considered as the content of the Morocco brand constructed by emigrants. The results also show that emigrants think that they exert a strong influence on the construction of their country brand, and that the message they transmit of their country is positive, clear and consistent