Challenges and impacts of social networks on Moroccan travel agencies

Abstract

In the recent years, the travel agency business has been at the pace of several changes, driven by new technologies, sharing economy and disruptive innovation. New actors are investing the market, benefiting from a large gap between supply and demand, the lack of control and a legal framework that has difficulty to follow the various changes. The informal sector thus seems to be taking advantage of this situation, nibbling large market shares, using social media to offer a large choice of travel packages. Social media would therefore be a booster and amplifier of the informal tourist sector in Morocco.