TOURISM ADVERTISING AND CULTURE COMMODIFICATION, IMPLICATIONS AND PERSPECTIVES: RIAD IN THE MEDINA AS A CASE STUDY
| Dublin Core | PKP Metadata Items | Metadata for this Document | |
| 1. | Title | Title of document | TOURISM ADVERTISING AND CULTURE COMMODIFICATION, IMPLICATIONS AND PERSPECTIVES: RIAD IN THE MEDINA AS A CASE STUDY |
| 2. | Creator | Author's name, affiliation, country | Meriem Rafik; Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco |
| 2. | Creator | Author's name, affiliation, country | Jamaa Ouchouid; Faculty of Letters and Human Sciences, Cadi Ayyad University, Marrakech, Morocco |
| 3. | Subject | Discipline(s) | |
| 3. | Subject | Keyword(s) | Marrakech, advertising, cultural representation, commodification, Moroccan lifestyle / مراكش، الإعلان، التمثيل الثقافي، التسليع، أسلوب الحياة المغربي / Marrakech, publicité, représentation culturelle, marchandisation, mode de vie marocain |
| 4. | Description | Abstract | In this article, we will describe how advertisers use commodification as a marketing strategy through linguistic patterns present in a travel guide. We will use the case of a riad located in the Medina as a case study in order to demonstrate how this latter is sold as an image or lifestyle rather than a destination. Furthermore, the aim of this research revolves around providing an insight into demonstrating the commodification of the Moroccan culture through advertising destination image, taking a riad in the Medina as a case study.
في هذه المقالة، سنصف كيف يستخدم المعلنون عملية التسليع باعتبارها استراتيجية تسويقية من خلال الأنماط اللغوية الموجودة في دليل السفر. سنستخدم حالة رياض يقع في المدينة القديمة لمراكش بهدف توضيح كيف يُسوَّق هذا الأخير الصورة أو أسلوب الحياة بدلاً من كونه وجهة سياحية. علاوة على ذلك، يتمحور هدف هذا البحث حول تقديم رؤية توضح تسليع الثقافة المغربية من خلال الإعلان عن صورة الوجهة، وذلك من خلال دراسة حالة لرياض في المدينة القديمة.
Dans cet article, nous décrirons comment les annonceurs utilisent la marchandisation comme stratégie marketing à travers les schémas linguistiques présents dans un guide de voyage. Nous prendrons le cas d’un riad situé dans la médina comme étude de cas afin de démontrer comment ce dernier est vendu comme une image ou un mode de vie plutôt qu’une simple destination. Par ailleurs, l’objectif de cette recherche est d’apporter un éclairage sur la marchandisation de la culture marocaine à travers la promotion de l’image de la destination, en prenant un riad dans la médina comme exemple.
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| 5. | Publisher | Organizing agency, location | Open Access Publishing Group |
| 6. | Contributor | Sponsor(s) | |
| 7. | Date | (YYYY-MM-DD) | 2025-07-09 |
| 8. | Type | Status & genre | Peer-reviewed Article |
| 8. | Type | Type | |
| 9. | Format | File format | |
| 10. | Identifier | Uniform Resource Identifier | https://oapub.org/lit/index.php/EJLLL/article/view/626 |
| 10. | Identifier | Digital Object Identifier (DOI) | http://dx.doi.org/10.46827/ejlll.v9i2.626 |
| 11. | Source | Title; vol., no. (year) | European Journal of Literature, Language and Linguistics Studies; Vol 9, No 2 (2025) |
| 12. | Language | English=en | en |
| 13. | Relation | Supp. Files | |
| 14. | Coverage | Geo-spatial location, chronological period, research sample (gender, age, etc.) | |
| 15. | Rights | Copyright and permissions |
Copyright (c) 2025 Meriem Rafik, Jamaa Ouchouid This work is licensed under a Creative Commons Attribution 4.0 International License. The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed. |