Report to the travel agency Marmara.

May 8, 2008

Designed by: Sarah Abdul Aziz Al DEkmary, Sara Naamad, Hanae Habibi, AMer Soultane

Table of content

Abstract................................................................................................................................3Overview…………………………………………………………………………………..4

Review of project.......................................................................................................4Constraints..................................................................................................................4Initial Situation of TCP..............................................................................................4Basic Conclusions and Analysis................................................................................5

Research/Topic Analysis.....................................................................................................6Research Methodology........................................................................................................6

Survey.........................................................................................................................6Research Analysis Results...................................................................................................8

Audience Analysis Worksheet.....................................................................................8The Competitors................................................................................................................11

Who are your known competitors?............................................................................11What other websites or agencies might become competitors?..................................11

Which sites appear on the first page of the listing?...................................................11Cost and advertising……………………………………………………………………...13

How will you make money?......................................................................................13How will you promote the printed and online brochure?..........................................13How will your site be used?.......................................................................................13Testing the brochure..................................................................................................14

Usability Analysis Results.................................................................................................14Usability and Research..........................................................................................14Usability and Planning........................................ ........................ ........................14Usability and Writing........................ ........................ ........................ .................14Usability and Organization........................ ........................ ........................ ........14Usability and Design........................ ........................ ........................ ..................15Usability after TCP release........................ ........................ ........................ ........14

Group meetings time table........................ ........................ ........................ ....................15

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Abstract

Tourism is one of the most successful for the Moroccan economy. The Moroccan

government is seeking to in increase the Moroccan tourism. Specifically, the Ministry of

Tourism is making noticeable efforts to find the appropriate ways to attract big numbers

of tourists and make the country worth to visit. This report is made for a Moroccan travel

agency, Marmara. Its goal is bring and attract visitors in a journey trip to Ifrane for one

day through a printed and online brochure. The brochure include brief information that

the clients might need.

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Overview

Review of project

The brochure’s main purpose is tourists that already signed up for the trip as well

as prospects ones. Tourists will have a clear idea on the restaurants where they can eat,

and the hotels where they can stay. The online program and the brochure give the reader

a brief but attractive idea of the how the city is, and what to expect in their one day trip to

Ifrane.

Constraints

This project faced a main constraint which was time. We faced difficulties in this

project because it came in a stressed two weeks of exams; moreover, this project needs a

lot of time in order to gather the needed information, which is going to help us to provide

the audience needs, and others constraints that we handled.

Initial Situation of TCP

The Moroccan travel agency Marmara did not have an official brochure for that

purpose; so it was necessary to design an online and printed brochure for it that could

represent the Moroccan travel agency Marmara and at the same time advertise the city.

Before conducting the primary research, the brochure was lacking some needed

information and it needed images for appropriate fitting for our purpose.

The need for the TCP

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The travel agency we contacted has already assessed the need for the brochure.

The result of a research done by the agency shows that there is a non negligible number

of tourists/customers who complain about a lack of information that make them lose time,

and hence, not take full advantage of their day in Ifrane. Other Tourists request a

brochure or some sort of document that will serve a guideline for them and that would

allow them to maximize their coverage of the city in terms of sightseeing.

The need is mostly based on customer’s inquiries, comments, and request, but it is

also a strategic advantage the agency will have; other agencies offer trip to Ifrane for one

day, but they do not produce a brochure or any document to help the tourist go around.

This TCP will attract more customers via the website and also via the “word of mouth”

diffusion of information. Therefore, the agency will win more market shares simply by

providing a support that no or few agencies provide. This support is in the format of the

TCP that we produced: a brochure to better attract tourists, and a program with the good

places where to go.

Basic Conclusions and Analysis

Ifrane’s brochure will bring a huge number of interested people since the brochure

is online and will be accessible to everyone in any place. The program and the brochure

can either be online or printed according to people’s preferences.

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Research/Topic Analysis

Many steps were taking before the executing the project. First, the group needed

to agree the purpose of the project, which is to provide information about Marmara

agency and the trip provided to Ifrane. Then we assessed the target audience’s needs by

sending a survey to potential tourists chosen randomly. Finally, provide and effective

source to get the information needed, which was a printed and online brochure.

Furthermore, we needed to focus on the main goal which is to attract as many

tourists as possible.

Research Methodology

In order to have knowledge on the audience need we provided a survey for

random audience all over the world.

Survey

Pledge

This questionnaire aims to collect data in order to find out if and how an on line

website describing the major places visit in Ifrane for one day has to be designed. This

questionnaire is developed for the COM 3325 course at Al Akhawayn in Ifrane itself.

1-What is your age?

Under 20 20-30 31-40 41-50 51-60

2-Do you relay on the internet to plan for your holidays?

Yes No

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3-Do you access tourism websites?

Yes No

If yes, how often?

________________________________________________________________________

________________________________________________________________________

4- Do you need to economize time while searching information about tourism in the

internet?

Yes No

5- Have you ever accessed a website about tourism in Morocco?

Yes No

If no, why not?

________________________________________________________________________

________________________________________________________________________

6- Have you ever visited Ifrane a city in Morocco?

Yes No

7- Would you be willing to relay on information posted on a website about visiting

Ifrane?

Yes No

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Research Analysis Results

1. Audience Analysis Worksheet

Our target audience was specified by the Agency because the agency knows best

its clients. They decided the audience targeted consists of people aged between 20 and

70 years old. They justified this choice by records and archives; most of their clients are,

in fact, aged between 20 and 70, composed equally of males and females who are

educated, in fairly good health, and that speak at least one foreign language. In addition,

they said that more young people are interested in going with an agency to Ifrane because

it is a trip that can be done with a group of people where new friendships can be created

and fun is more considerable. We assume that tourist can use information technologies

like the internet.

Communication Aspect Specific FeaturesAudienceGeneral information

Primary audience

Secondary audiences

Attitudes toward information

Experience with topic

- Adults with generally, independent income.- Families of middle and upper class.- Able to access and navigate on the Internet

- Tourists interested short trips.

- Any tourist looking for a destination - Anyone who would like to discover or study in Ifrane

- Very positive because it is a small city.- Enthusiastic about the short trip to use it effectively and be able to visit other cities in Morocco.

- Ignorant about the topic or have a little knowledge about Ifrane, or people who would like to see how Ifrane became if their last visit is ancient.

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Purpose Primary purpose

Secondary purpose

- To make information about Ifrane available and easy to access.

- To persuade tourists to come to Ifrane for one day trip by using Marmara agency.

-gain tourists loyalty and satisfaction.Context

Social situation

Legal issues

Community Membership

Other contextual issues

- Middle and upper class families

- we will inform the national office of tourismIn Morocco about the TCP to have their ascent to put the URL of the on line brochure on their website.

- The use of French and English and that can be understood by a wide range of people

- The document will be in English and French easy to be translated for the future into other languages such as Arabic, and Spanish. ( for the moment we created the brochure in French, and for Academic purposes, we created the web site in English).

Task Analysis

The TCP will be delivered through two channels: Internet and paper based

brochures. The user (tourist/customer) can use either one of them depending on his

needs. The advantage that the online version presents is the availability; the user can

access the document at any time using internet connection. It is useful when planning a

trip to Ifrane or comparing two or three trips before making a decision. The format and

style of the web page will respect the fonts and organization rules for a maximum

readability of the document online.

The task in itself is simple (go to the web site, open the link to the desired trip,

navigate in the page) and so easy (no specific knowledge in computer sciences is needed;

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if you have already used the internet you will be fine) that dividing it into sub-steps

would just be a useless stretch especially that our audience does not include illiterate,

mentally challenged, and non-English of French speaking people. When the customer

consults the web site, s/he is not in Ifrane yet, he is planning to come, and therefore the

task is not “spending a day in Ifrane” yet, but rather a clear description of the actual task,

which is spending the day in Ifrane

The paper based version will be a brochure that includes the information on the

web site (text, illustrations, and contact information), plus additional comments as to how

to get around, food options, place to visit. The advantage the brochure presents is,

contrarily to the online version, handiness.

The task is “how to spend a day in Ifrane”. This task is not systematic like faxing a

document or making coffee; the task is a set of possibilities. Therefore, we did not use the

imperative tense in the brochure because the tourist has the right and should organize his

day as he wishes. The function of the brochure is to help the tourists organizes their day.

The Sub steps do not follow a specific order in terms of execution; some people like

to eat before going to the lake, others prefer the contrary. The sub steps are organized

under the form of activities (food, recreation, hotels, and clubbing). The tourists can

consult a specific section of the brochure depending on their needs and program.

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The Competitors

Who are your known competitors?

1. the online programs that other travel agencies such as:

abroad travel agency: http://www.wayn.com/wayntrips.html?

wci=view&trip_key=6689491

local travel agency: http://www.marocreservation.com/modules.php?

name=News&file=print&sid=76

2. the Moroccan national ministry of tourism:

http://www.tourisme-marocain.com/home.htm

3. Moroccan tourism agencies in general such as:

a. http://www.atlas-maroc.com

b. www.topvoyage.ma

c. www.mcvoyages.com

What other websites or agencies might become competitors?

In general, any other travel agency in morocco or abroad might easily start

advertising and offering the same program as ours. Therefore, we will try to distinguish

ourselves as much as possible through our service and mainly the flexibility and variety

that our special cheap program offers.

Which sites appear on the first page of the listing?

On Alltheweb: http://www.voyage-randonnee-maroc.com/

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On AOL search: http://www.destination-evasion.com/

On Google: www.topvoyages.ma/

On MSN Search: www.trekking-au-maroc.com

On Yahoo: www.incentive-maroc.com

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Cost and advertising

How will you make money?

1. The brochure is made by university senior student so the quality/ price

relationship is very interesting for the agency and thus the overall quality will be

fine and the cost of the printed and online brochure will be cheap in comparison

to any other proposition.

2. We will be advertising for restaurants, hotels and other places in Ifrane in our

brochure, and thus we will be certainly paid for that service.

How will you promote the printed and online brochure?

1. We will put advertisements spots on the most used websites by the agency clients.

2. Making the URL of the brochure appear on the top of the search engines pages.

3. Making links to the online brochure on the official national ministry of Tourism.

How will your site be used?

It will be checked by the target audience whenever they need to get information

about Ifrane.

It will be checked by the target audience whenever they need to register for the

program online.

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1. Testing the brochure

After releasing a first draft of the brochure, and going through the usability

checklist (presented in the next section), we included some modifications in order to meet

the requirements in the checklist. Moreover, we took into consideration some feedback

from previous people that answered our surveys to enhance the brochure’s usability and

design. By the end of the testing phase some effective changes.

Usability Analysis Results1. Usability and Research

Major Points Website Brochure

Did we anticipate the audience’s needs and wants?

Did we do enough research?

Did we look at the audience productivity?

2. Usability and PlanningMajor Points Website Brochure

Did we perform an audience and purpose analysis?

3. Usability and WritingMajor Points Website Brochure

Did we make needed revisions to the product based on testing?

Does the document use the appropriate grammar and style?

4. Usability and Organization

Major Points Website Brochure

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Is information appropriately chunked?

5. Usability and Design

Major Points Website Brochure

Did we test an early version of the communication product?

6. Usability after TCP release

Major Points Website Brochure

Did we provide e-mails for user feedback?

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Group meetings time table

Timing Work

April 21st, 2008

(from 4:00 to 5:30 PM)

We chose the topic of the project

We discussed the project and brainstormed ideas about

which TCP to choose

We divided the tasks

April 25th, 2008

(from 12:00 to 2:00 AM)

Preliminary research about the topic

Sara & Sara found out documents needed for the project

April 27th, 2008

(from 10:00 to 12:00 AM)

Amr and Hanae presented the audience analysis

We agreed on the methods we will use, the format and

questions.

April 28th, 2008

(from 3:00 to 5:00 PM)

Amr presented the Tasks and needs analysis.

April 29th, 2008

(from 2:00 to 4:00 AM)

We begin writing the report; each one contributed to this

task by providing meaningful ideas.

April 30th, 2008

(from 2:00 to 4:00 AM)

Designing the first version of the TCP.

Hanae made a template about how the website will look

like

Discussion about the design and agreements on the

colors used.

May 5th 2008 Testing the TCP : Hanae and Sara

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(from 2:00 to 4:00 AM)

May 6th , 2008

(from 7:00 to 9:00 PM)

Fixing the usability problems: Amr and Hanae and Sara

Working on the Web Site: Sara

May 8th, 2008

(from 9:00 to 12:00 AM)

(from 2:00 to 2:30)

Finalizing the work and peer review of the report

Uploading the website in the FTP server

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