Exploring the Significance of Cooperative Entrepreneurship in Tourism Development of the Azilal Region, Morocco

Abstract

Cooperative entrepreneurship plays a crucial role in shaping local economies, particularly in the tourism sector. This research article investigates the role of cooperative entrepreneurship on tourism development and identifies the challenges faced by agricultural cooperatives. Using a qualitative approach, the study employs the Delphi method to gather data from 20 Chief Executive Officers of agricultural cooperatives. NVIVO11 software and thematic analysis were then used to analyse the data and provide detailed insights. The findings reveal that these cooperatives are pivotal in local tourism by creating jobs, fostering social cohesion and enhancing tourist experiences through initiatives like tourist circuits and educational activities. However, their potential is constrained by insufficient funding, inadequate infrastructure and a need for better training. The study extends cooperative entrepreneurship theories to rural tourism, emphasising the need for integrating sustainability and understanding cooperatives’ role in social cohesion and authenticity. For managers, overcoming funding challenges, investing in training and leveraging regional farming practices while prioritising sustainability are essential for improving tourism experiences and ensuring long-term success.