A Network Agent-Based Model for Moroccan Inbound Tourism: Incorporating Social Influence in the Decision-Making Process
Smahane Jebraoui
Faculty of Science, Ibnou Zohr University
Agadir, Morocco
Sidati Khabid
EST Laayoune, Ibnou Zohr University
Agadir, Morocco
Mohamed Nemiche
Polydisciplinary Faculty of Taza, Sidi Mohamed Ben Abdellah University
Fez, Morocco
Abstract
Tourism plays a critical role in Morocco’s economy, supported by its rich cultural heritage and diverse attractions. Understanding the decision-making processes of inbound tourists is essential for enhancing destination appeal and promoting sustainable growth. This paper proposes a network agent-based model for Moroccan inbound tourism, incorporating social factors into tourist decision-making processes. By simulating interactions within a network of agents, the model highlights the role of social influence in shaping tourist behaviors. It provides a comprehensive framework for examining how individual decisions emerge from the interplay between personal preferences and social environments.
The paper also explores various scenarios to evaluate the effects of social influence, the promotion of lesser-known destinations and the repercussions of negative reviews. The simulation results offer valuable insights into strategies for sustainable tourism development, emphasizing the importance of leveraging social dynamics to optimize tourism policies and enhance the visitor experience.
Keywords: Moroccan tourism; social influence; social network; tourist decision-making; agent-based model
Cite this publication as:
S. Jebraoui, S. Khabid and M. Nemiche, “A Network Agent-Based Model for Moroccan Inbound Tourism: Incorporating Social Influence in the Decision-Making Process,” Complex Systems, 34(4), 2026 pp. 401–424.
https://doi.org/10.25088/ComplexSystems.34.4.401
