TOURISM NETWORK AND INFORMATION AND COMMUNICATION TECHNOLOGIES IN THE SOUTH OF MOROCCO: A CASE STUDY

With the arrival of internet, business rivalry has become increasingly violent. The use of information technologies has become a strategic alternative for small business companies. Adopting websites and social media is considered as the perfect step for the survival of small companies working in tourism. In addition to this, technology has an impact on the management system of the organisation, guaranteeing the improvement of productivity, performance and competitiveness of small companies. The literature review demonstrates that the appropriation of technologies based on intentions and perceptions makes companies more competent. Our paper aims to verify the level of use and appropriation of the technology by the rural tourist companies owners affiliated to the Rural Tourism Development Network (RDTR) located in the south of Morocco. We look at how the owners of these small rural tourist companies, based in this area, perceive the technology, to understand the sense of ownership of Information and Communication Technologies within these companies and to analyse the integration of the web strategy in their organisation. We have selected a mixed analysis method on a sample of 30 companies members of RDTR, south of Morocco.