A network agent‐based model for Moroccan international tourism: Individual tourist behaviour and decision‐making processes

Abstract

AbstractThe tourist markets in Moroccan cities are characterized by a dynamic interplay of collaboration and competition. Additionally, the behaviour of tourists within this network is influenced by a multitude of factors, such as their preferences and social influence. The aim of this study is to explore the dynamics of Moroccan international tourism and how destinations can adapt to internal and external changes. To achieve this goal, we propose a network agent‐based model incorporating decision‐making processes, thereby depicting tourist behaviour. The model can assist in identifying areas that require improvement to enhance the overall tourist experience and ensure the long‐term sustainability of Morocco's tourism industry. In this study, we simulated four scenarios of collaboration and competition among destinations in our study: (i) The simulation of inbound Moroccan tourism in 2016, (ii) the opening of a new port city, (iii) the creation of a new connection between two destinations, and (iv) the increasing of tourist attractiveness in a specific destination. The findings of the study reveal that the collaboration‐competition relationships between destinations are changing over time and the tourist markets of destinations are not isolated from each other.