The Adoption of Social Innovation in Rural Tourism in Morocco: Towards Sustainable and Equitable Tourism

The development of sustainable tourism in rural areas brings new challenges in terms of innovation and social inclusion. In this context, this study examines the adoption of social innovation by managers of rural guesthouses in Morocco. The objective is to identify the factors that influence their intention to adopt such practices, which may strengthen local cohesion, enhance cultural resources, and meet visitors’ expectations regarding sustainability. The analysis draws on the conceptual framework of the diffusion of innovation, which allows for the exploration of perceptions related to the relative advantage, compatibility, ease of use, visibility, and trialability of innovative practices. The research is based on a questionnaire survey conducted with a sample of 174 managers. The data collected underwent confirmatory factor analysis to validate the theoretical dimensions of the model, and were then analyzed using an ordered Logit model to account for the ordinal nature of the dependent variable measuring the intention to adopt. The empirical results indicate that several perceived factors—namely the superiority of the innovation, its economic or symbolic benefits, its cultural compatibility, its simplicity of understanding and use, and the visibility of its effects—have a significant influence. Other dimensions, such as technical compatibility or risk perception, do not show a notable effect. The study also highlights the role of education level and gender in the propensity to adopt social innovation.