Perceptions and interests of stakeholders of BTV by UNTWO initiative and network, in a successful applied action research of labeling three Moroccan villages

Morocco is an emerging destination in North Africa. Despite being a favorite spot for Western European tourists, it falls far behind its neighboring countries on the northern Mediterranean coast in terms of tourism success. Seeking to expand the tourism industry, decision-makers aim to plan tourism activities with a greater focus on sustainability in response to the growing demand for ecotourism. Various individuals and organizations in the sustainable tourism industry come together in a collaborative and inclusive manner to participate in networks and seek certification from organizations like the UNWTO. Sidi Kaouki, Moulay Bouzerktoun, and Khrobate are included in this route. Guided by the DMO's of rural municipalities and provinces, they engaged a range of public, local elected officials and private-sector stakeholders. This paper describes the method employed to create the labeling candidacies of these villages as well as the viewpoints and concerns of the stakeholders about the BTV UNWTO initiative. The approach relies on conducting applied and action-based research to collect and examine data on successful label candidacies, using various investigative tools like document analysis, grey literature, meetings, focus groups and surveys.