Managerial practices and sustainability of family-owned hotels in Southern Morocco

Pratiques managériales et durabilité des hôtels familiaux au Sud du Maroc

Cheikh Hassanna Cheikh Maoulainine and Jalila Ait Soudane
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Cheikh Hassanna Cheikh Maoulainine: UM5 - Université Mohammed V de Rabat [Agdal]
Jalila Ait Soudane: UM5 - Université Mohammed V de Rabat [Agdal]

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Abstract: Family-run hotels are a cornerstone of tourism in southern Morocco, yet long-term viability increasingly depends on sustainable and professionalized management practices. This study examines how intergenerational succession and managerial routines shape performance and guest satisfaction. A sequential mixed-methods design was adopted. Four semi-structured interviews with family-hotel managers and a tourism-sector official were thematically coded to identify governance, succession, and service-quality dimensions. These insights guided the analysis of 352 online guest reviews from major booking platforms, combining lexical frequency measures and sentiment analysis. Findings suggest that succession planning, more structured pricing and performance steering, and digital guest relations are associated with more favorable evaluations and greater service consistency, while weak knowledge codification and pronounced seasonality hinder competitiveness. The study recommends mentored succession, targeted steering skills, and the adoption of sustainability-oriented digital tools.

Keywords: sustainable management; family-owned hotels; customer satisfaction; Morocco; intergenerational transmission; satisfaction client; Maroc; RevPAR; gestion durable; succession intergénérationnelle; hôtels familiaux (search for similar items in EconPapers)
Date: 2026
New Economics Papers: this item is included in nep-ara and nep-env
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Published in International Journal of Accounting, Finance, Auditing, Management and Economics, 2026, 7 (02), pp.100-118. ⟨10.5281/zenodo.18308293⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05474921

DOI: 10.5281/zenodo.18308293

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