Purpose - The main objective of this work consists of proposing a new line of research which consists of exploring the role of emigrants in the construction of their country of origin’s brand. Design and Methodology - To justify the need of this new research line we provide arguments by...

The aim of this study is to explore the main elements of the Morocco brand transmitted by Moroccan emigrants, and their perceptions of their influence on the construction of the Morocco brand as a tourist destination. The data was collected through a questionnaire from 131 Moroccan emigrants...