Enhancing E-Tourism Business Language Proficiency: A Moroccan Perspective

Abstract

This academic article presents a comprehensive analysis of language proficiency and communication challenges within Morocco's E-Tourism sector.Employing self-assessment surveys, interviews, and assessments, professionals in the Moroccan Tourism Industry disclosed their language competencies, revealing varying levels of proficiency influenced by factors such as education, training, and workplace exposure.The study highlights prevalent communication challenges in digital tourism platforms, with language barriers, technical issues, and cultural differences hindering effective interactions.The research demonstrates the positive impact of e-business integration on language proficiency and communication practices among professionals involved in teaching and practice.Furthermore, the study underscores the significance of Information and Communication Technologies (ICTs) in enhancing language education for tourism, with a majority of respondents acknowledging their valuable contribution.Lastly, a terminology gap between educational institutions and workplaces is identified, with the research suggesting potential solutions such as tailored language training programs, innovative teaching methods, and ICT integration to bridge this divide and align language education with industry needs.This multifaceted analysis provides insights into the evolving language landscape in Moroccan E-Tourism and offers recommendations for enhancing language proficiency and addressing communication challenges in the digital tourism realm.

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