Exploring Factors Shaping Tourist Satisfaction: A Case Study of the Chefchaouen Destination in Morocco

This study aims to identify determinants of tourist satisfaction in Chefchaouen, an authentic destination in the north-eastern of Morocco. Our study identifies factors that contribute more to tourists’ satisfaction and comes up with recommendations. Methodologically, an extended bibliographical review is presented to establish the hypotheses and the research conceptual model. A deductive approach is suitable for this study. It is a quantitative study based on a survey filled out by tourists on a visit to produce results. The results of our study show that two dimensions ‘joy’ and ‘positive surprise’ have a direct and positive influence on tourist satisfaction. the results also show that staying in Chefchaouen gives them joy, pleasure, a sense of wonder, inspiration, and amazement. Generally, this destination provides them with pleasant and surprising experiences. Our study also has some limitations due to the small size of our sample and its composition. It neglects domestic tourists All these limitations constitute new research perspectives in marketing tourist destinations. This research is original because it reveals to Chefchaouen and other destination marketing managers, the importance of emotional dimensions in evaluating the destination tourist experience.