Exploring social entrepreneurship dynamics in sustainable tourism: A case study of Morocco’s Al Haouz Province

Background: Many now recognize social entrepreneurship as an effective strategy to address social and environmental challenges while promoting economic development. Research objectives: This study aims to examine the objectives, strategies, and outcomes of social entrepreneurs operating in the tourism sector in Al Haouz Province, Morocco. Research design and methods: The research employed a qualitative approach to explore various social enterprises engaged in sustainable tourism, including community-based tourism initiatives, eco-lodges, and fair-trade handicraft cooperatives. Results: Findings indicate that social entrepreneurs implement diverse strategies to enhance social inclusion and sustainability in tourism. Key approaches include community involvement, capacity building, cultural preservation, and ethical tourism practices. The study also identifies critical factors that influence the success of social entrepreneurship in sustainable tourism. Conclusions: The research highlights the importance of fostering an enabling environment for social entrepreneurship in tourism. Policy recommendations focus on the development of financial mechanisms, capacity-building programs, and regulatory frameworks to support social enterprises in this sector.