Practical Analysis of Digital Marketing Strategies to Attract Cultural and Heritage Tourism in Fez, Morocco

Abstract

Fez is an imperial Moroccan city with a wealth of tourist potential. It attracts large numbers of tourists every year to appreciate its unique cultural and heritage assets. Digital marketing strategies use social media, travel platforms and engaging content to modernise visitor experiences while enhancing the city's cultural heritage. This study explores the relationship between digital marketing strategies and the appeal of cultural and heritage tourism in Fez. Data was collected from 185 individuals, including travel agency customers and travel agency employees. The results showed a positive and significant impact of digital marketing strategies on cultural and heritage tourism in Fez.