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Digital co-creation and the transformation of customer experience in Moroccan hospitality

2026-08-01Artigo científico Acesso aberto
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datacite.subject.sdg09:Indústria, Inovação e Infraestruturas
datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
datacite.subject.sdg12:Produção e Consumo Sustentáveis
dc.contributor.authorLazrak, Youssra
dc.contributor.authorEl Idrissi Tissafi, Amina
dc.contributor.authorTorkington, Kate
dc.contributor.authorCorreia, Marisol B.
dc.date.accessioned2026-08-25T12:02:25Z
dc.date.available2026-08-25T12:02:25Z
dc.date.issued2026-08-01
dc.description.abstractIn Morocco’s rapidly growing hotel sector, digital co-creation is emerging as a key strategy to enhance the customer experience. Grounded in co-creation theory and the literature surrounding digital transformation, this study explores how Moroccan hotels use digital platforms to engage customers and foster service innovation. A qualitative research design, based on 27 semi-structured interviews with hotel clients, was employed. Data were analysed inductively using thematic analysis with NVivo 14, allowing patterns and key themes to emerge from participants’ narratives. Findings reveal that digital tools improve service personalization, facilitate feedback, and enable collaborative engagement through mobile applications, contributing to higher customer satisfaction and more effective service innovation. Persistent challenges include gaps in digital literacy and concerns regarding data privacy. The study contributes theoretically by providing contextual insights into how digital co-creation fosters personalization, engagement, and service innovation in Moroccan hotels. On a practical level, it offers empirically-grounded recommendations for hotel managers to design user-friendly digital interfaces, ensure data privacy, and support customers in adopting digital tools, thereby enhancing satisfaction and fostering customer loyalty.eng
dc.description.sponsorshipUID/04470/2025
dc.identifier.doi10.2478/ejthr-2026-0009
dc.identifier.issn2182-4924
dc.identifier.urihttp://hdl.handle.net/10400.1/29324
dc.language.isoeng
dc.peerreviewedyes
dc.publisherWalter de Gruyter GmbH
dc.relation.ispartofEuropean Journal of Tourism, Hospitality and Recreation
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectDigital Co-Creation
dc.subjectCustomer Experience
dc.subjectDigital Transformation
dc.subjectMoroccan Hospitality
dc.titleDigital co-creation and the transformation of customer experience in Moroccan hospitalityeng
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage118
oaire.citation.issues1
oaire.citation.startPage106
oaire.citation.titleEuropean Journal of Tourism, Hospitality and Recreation
oaire.citation.volume16
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameTorkington
person.familyNameCorreia
person.givenNameKate
person.givenNameMarisol B.
person.identifier.ciencia-id661E-B095-CCD1
person.identifier.ciencia-idFE15-819A-4535
person.identifier.orcid0000-0001-9729-7872
person.identifier.orcid0000-0002-1788-6114
person.identifier.scopus-author-id55001893900
person.identifier.scopus-author-id55333058000
relation.isAuthorOfPublication22dff514-be6b-4039-920e-ac5e323ca2a4
relation.isAuthorOfPublicationee01864e-dec4-4285-a4b7-4ccb53d9afaa
relation.isAuthorOfPublication.latestForDiscovery22dff514-be6b-4039-920e-ac5e323ca2a4

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