Abstract
ABSTRACT The research paper examines how tourism-induced activities contribute to the orientalisation of the Amazigh people, culture, and language, with a particular focus on cultural and rural tourism. The field research debates the need to reconsider tourism-related policies, which often commercially magnify places, people, events, habits, and products. To explore this process, the study employs interviews with tourist guides and scrutinizes the jargon used on trip-organizing websites. Methodologically, the interviews and narratives provide sufficient raw data. Textual analysis is then used to uncover the underlying logic of Moroccan tourism concerning the Imazighen through result analysis and interpretation. The research findings reveal that factors such as statistics, destinations, tourist guides’ preferences and knowledge, tourists’ preferences, and touristic jargon contribute to both the distortion of heritage and the motivation for tourism. The concept of ‘Berber’ or ‘Amazigh’ is examined in various contexts and situations. The paper also offers several recommendations for ensuring justice for the Amazigh people, culture, and heritage. The conclusion calls on tourism authorities to reconsider their policies and strategies in the tourism industry to better serve the interests of the Moroccan Amazigh people.
Published Version
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