Exploring Communication about Tourism in Morocco: A Multimodal Analysis of International and National Promotional Campaigns

Effective communication is essential to attract potential clients, especially in the tourism sector. It plays a vital role in promoting travel destinations and engaging the target audience. But how can communication be better utilized to achieve the desired result? The purpose of this thesis is to analyze multimodal communications strategies used in tourism promotional campaigns, exploring in particular tourist communication in Morocco by taking into consideration two different promotional campaigns: one aimed at the international audience and the second targeting the national audience. The first chapter of this thesis explores the language of tourism, its techniques and its linguistic, visual and audio strategies. The second addresses Morocco as a tourist destination and its complex linguistic situation. The third conducts a multimodal analysis of the two promotional campaigns. We will look at what sound, visual and linguistic strategies have been used by the Moroccan National Tourism Office and we will also look at how these strategies were adapted based on the target audience. The results of this study are significant for tourism communication as they shed light on the importance of the efficient use of language and multimodal strategies, especially in the case of two different targets.