Figure 1:
Evolution of overnight stays in EHTC (2013-2024)
Source: Moroccan Ministry of Tourism, Handicrafts, and Social and Solidarity Economy, 2024
Table 1:
Example interview questions for each thematic axis
| Theme | Example Questions |
|---|---|
| Service and product personalization | ‘Can you describe a time when a hotel offered you a service tailored to your preferences?’ ‘How did personalized recommendations or promotions influence your satisfaction?’ |
| Active client engagement in service delivery | ‘Did you use any hotel app or platform to provide feedback during your stay?’ ‘How did you feel when your suggestions were implemented?’ |
| Role of digital innovations in enhancing the customer journey | ‘Which digital tools did you use during your stay?’ ‘How did these tools impact your overall experience?’ |
| Existing challenges, including digital literacy gaps | ‘Did you encounter any difficulties using digital tools during your stay?’ ‘What support or guidance would have helped you use these tools more easily?’ |
| Data privacy and security concerns | ‘How comfortable were you with sharing personal information through hotel apps?’ ‘What measures would increase your trust in the hotel’s digital systems?’ |
Table 2:
Interviewee characterization
| Characteristic | Category | Number | Percentage |
|---|---|---|---|
| Gender | Male | 14 | 52% |
| Female | 13 | 48% | |
| Age | 18-30 years | 8 | 30% |
| 31-40 years | 8 | 30% | |
| 41-50 years | 6 | 22% | |
| 51 years and above | 5 | 18% | |
| Hotel Stay Frequency | Frequent (more than 5 stays/year) | 11 | 41% |
| Regular (3-4 stays/year) | 5 | 19% | |
| Occasional (1-2 stays/year) | 11 | 41% | |
| Hotel Sector | Luxury Hotels | 8 | 30% |
| 3-Star Hotels | 8 | 30% | |
| Riads | 11 | 40% |
Table 3:
Results of thematic content analysis
| Sub-category | Category | Main Theme |
|---|---|---|
| Personalization of services | Service personalization, adaptability of offerings | Enhancing the customer experience through personalization |
| Adoption of digital platforms for customer feedback | Use of technologies to collect reviews, responsiveness to feedback | Customer engagement through digital tools |
| Collaborative alternatives via mobile applications | Mobile applications, digital interaction with the hotel | Co-creation of services via mobile tools |
| Customer satisfaction and active involve- | Impact of digital tools on satisfaction and | Satisfaction and engagement through digital |
| ment | loyalty | tools |
| Challenges related to digital literacy | Lack of digital skills, barriers to using digital tools | Training needs and adaptation to digital tools |
| Data confidentiality | Concerns about the security of personal data | Issues related to confidentiality and security |
Figure 2:
Digital literacy challenges faced by hotel customers (%)