|
DESTINATION MANAGEMENT SYSTEM FOR MOROCCO
TOURISM
By
Inan Elmerini
An Executive Project submitted in partial fulfillment of the
requirements for the
degree of
Master in Business Administration for Aviation and
Aerospace
Professionals
Embry-Riddle Aeronautical University
Daytona Beach, Florida
April 2001
Copyright (c) Inan Elmerini 2001
DESTINATION MANAGEMENT SYSTEM FOR MOROCCO TOURISM
By
Inan
Elmerini
This graduate research project was prepared under the direction
of the candidate research advisor, Dr Easwar Nyshadham, Department of Business
Administration and has been approved by the Project Review Committee. It was
submitted to the Department of Business Administration and was accepted in
partial fulfillment of the requirements for the degree of Executive Master in
Business Administration For Aviation and Aerospace Professionals.
PROJECT REVIEW COMMITTEE
Approved by:
Dr. Easwar Nyshadham Earaar /1(tekadkaff Date: April 2001
Project Advisor
Dr Blaise Waguespack 8laise lagueepael
Graduate Program Coordinator Date: April 2001
Dr Dan Petree Pax Pet ee
Department Chair Date: April 2001
ABSTRACT
TITLE: DESTINATION MANAGEMENT SYSTEM FOR MOROCCO TOURISM AUTHOR:
Inan Elmerini
INSTITUTION: Embry-Riddle Aeronautical University.
DEPARTEMENT: Business Administration
DEGREE: Master in Business Administration for Aviation and
Aerospace Professionals YEAR: 2001
The rapid development of Information and Communication technology
(ICT) in the distribution and intermediation of tourism products has set new
competitive environment for destination's tourism industry. A comprehensive
research on ICT implications on the tourism and travel industry was conducted
to demonstrate the critical competitive factors of comprehensive database of a
Webbased Destination Management System and the seamless marketing chain it
creates: Awareness-Information-Booking-CRM. This project proposes a Destination
Management System for Morocco's Tourism Destination and carefully evaluates
strategic implications of its realization. Marketing, financial and
organizational strategic requirements are analyzed for a successful
implementation. This executive project demonstrates how a DMS will enable the
Moroccan National Tourism Office, as an organization, to establish a critical
competitive advantage for Morocco's entire tourism industry.
TABLE OF CONTENTS
ABSTRACT .. iii
LIST OF TABLES v
LIST OF FIGURES ..vi
Chapter
1. INTRODUCTION ..1
2. WORLD TOURISM: AN OVERVIEW ..4
Historical Trend 4
International Tourism in 2000 ... .4
Regional Highlights ....6
International Tourism Expenditures 10
Morocco Destination Overview ...11
Destination Positioning . 11
Market Share .. ..11
Competition and Potential Development . 12
3. TOURISM INDUSTRY 14
Global Characteristics ..14
Core Characteristics .15
Market Characteristics .16
Competitive Constraints for Destinations 20
Industry's Driving forces 20
Marketing Constraints for Tourism Boards .21
4. TOURISM AND INFORMATION TECHNOLOGY .23
Demand Trends and Information Technology .23
ICT Strategic Implications for Tourism ....27
5. INTERNET TRAVEL ...34
The Global Net ...34
Internet Business Travel ..35
United States ...35
Europe 37
6. DESTINATION MANAGEMENT SYSTEM ..39
The Nature of a National Tourism Office ....39
Comprehensive Study of a DMS ..40
Definition 40
Historic Background ....41
DMS Fundamental Objectives .42
Destination Stakeholders' Objectives ...43
DMS's Success Criteria 44
Existing DMSs 47
TIScover, Austria .47
Gulliver, Ireland ...48
7. DMS FAISABILITY FOR MOROCCO DESTINATION ...50
MNTO Marketing Challenge ...50
Major Issues 50
Strategic Environment .50
Marketing Objectives ...52
Overall Objectives ...52
Tourism Businesses 52
The Consumer .53
Building the Web Based DMS .54
Database Characteristics .. 54
Business Model and Financial Feasibility ..62
Constraints ..62
Financial Analysis 64
MNTO's Organizational Challenge ...70
Operational Environment 70
Managements Objectives 72
SWOT Analysis ..74
Vision and Mission ..75
Changing MNTO's Organization .76
8. CONCLUSION .79
INDEX OF TABLES
Number Page
Table 1. Top Destination in Africa and Middle East . 6
Table 2. Top Destinations in the Americas .. 7
Table 3. Top Destinations in East Asia . 8
Table 4. Top Destinations in Europe 9
Table 5. Pre Internet Tourism 19
Table 6. Tourism Competitive Drivers in ITs Environment ..28
Table 7. Internet Enabled Tourism . 33
Table 8. Destination Marketing System Characteristics 56
Table 9. Interactive Marketing Framework 59
Table 10. Financial Inputs ... 66
Table 11. Projected Revenues . 67
Table 12. Loan Amortization . 68
Table 13. Financial Outputs 69
Table 14. Financial Scenario Summary . 70
LIST OF FIGURES
Number Page
Figure 1. Stylized View of the Tourism and Travel Market 17
Figure 2. The Deployment of IT in Tourism 27
Figure 3. Current and Future Position of Online Services . 30
Figure 4. Number of Worldwide Online Households 35
Figure 5. Types of Internet Sites used for Travel Planning 36
Figure 6. Online Buying in the United States 37
Figure 7. Success Criteria for DMS .. 46
Figure 8. Morocco Destination Marketing SWOT Analysis... 51
Figure 9. Outline of a Web Based Destination Marketing System
57
Figure 10. A Framework for Web Design 61
Figure 11. MNTO's Operational Strategic Environment 72
ACKNOWLEDGMENTS
The author wishes to express special thanks to the project
advisor, Dr. Easwar Nyshadham, whose constant encouragement, helpful counsel
and practical suggestions were crucial to the successful outcome of this
Graduate Research Project. Appreciation is also due to Drs. Petree and
Waguespack, Project Review Committee Members, for their assistance in preparing
this manuscript.
This statement of acknowledgement would be incomplete without a
formal expression of sincere appreciation and gratitude to both Dr. Saad
Laraqui and the author's family for providing the assistance and encouragement
needed to complete the task.
| 
