Strategic Spaces vs. Tactical Places: A Qualitative Analysis of Foreign Tourists’ Perceptions of Morocco through Tripadvisor Reviews

Abstract

The dynamic interplay among strategic design, tactical adaptation, and the transformation of spaces into lived places through tourist experiences shapes tourist destinations. This study examines how foreign tourists perceive Morocco as a tourism destination by analyzing 400 TripAdvisor reviews of four key sites: the American Legation in Tangier, Jamaa El Fna in Marrakech, the old medina of Fez, and the Merzouga desert. Using a qualitative approach and NVIVO for thematic analysis, this study explores the concepts of “place” versus “space” and “strategy” versus “tactics” in tourism. Findings reveal that official tourism strategies construct Morocco as an exotic and culturally rich space. At the same time, tourists’ lived experiences transform these spaces into personalized places through spontaneous interactions, local encounters, and unexpected discoveries. Moreover, the study highlights how tourists’ tactical behaviors, such as navigating crowded markets or engaging with street performers, reject the structured strategies of tourism officials. These insights contribute to the theoretical understanding of tourist spatial behavior and offer practical implications for destination management in Morocco and elsewhere.