Table 2.

Main study – sample demographics.

Item	Variable	N	%
Stay in the same hotel (Behavioral loyalty)	Yes	230	59.70%
	No	155	40.30%
	Total	385
Gender	Male	196	50.90%
	Female	189	49.10%
	Total	385
Age	From 18 to 24 years	24	6.20%
	From 25 to 34 years	89	23.10%
	From 35 to 44 years	125	32.50%
	From 45 to 54 years	75	19.50%
	From 55 to 64 years	68	17.70%
	Over 65 years	4	1.00%
	Total	385
Occupation	Manager	161	41.82%
	Worker	87	22.60%
	Entrepreneur/Self-employed	62	16.10%
	Retired/pensioner	29	7.53%
	Student	26	6.75%
	Housewife	20	5.19%
	Total	385
Cities	Marrakech	152	39.50%
	Agadir	58	15.10%
	Tangier	50	13.00%
	Tetouan	20	5.20%
	Fez	16	4.20%
	Casablanca	14	3.60%
	Others	77	20%
	Total	385
Education	University	209	54.29%
	Postgraduate	154	40%
	High school	22	5.71%
	Total	385