7. A Comprehensive Overview of the Business Model Canvas for Immersive Experience Offerings: The Case of Marrakech's Leisure and Entertainment Tourism SME Sector

This study examines how small and medium-sized enterprises (SMEs) design and implement immersive experiences using the Business Model Canvas (BMC), a strategic management tool developed by Osterwalder and Pigneur (2010). A qualitative, exploratory methodology was employed, incorporating semi-structured interviews with representatives from three SMEs based in Marrakech. The interview data were analyzed thematically to uncover strategies and critical factors that enable these businesses to stand out in a competitive market. The results reveal notable regional disparities and financial obstacles encountered by SMEs. The BMC framework serves as a valuable tool for structuring innovation efforts, with a focus on value creation and enhancing customer engagement. Immersive experiences present unique opportunities to improve visitor satisfaction and showcase Marrakech's rich cultural heritage. The research emphasizes the significance of adopting a customer-centric approach and diversifying revenue streams to ensure sustainable growth. Policymakers and private sector stakeholders are encouraged to implement supportive measures to assist SMEs in overcoming financial and technological challenges. This study contributes meaningful insights into the integration of immersive technologies in the tourism industry, particularly within the context of Marrakech. It also lays the groundwork for future research on leveraging the BMC for innovation in tourism.