The effect of innovation practices on the performance of Moroccan hotels: An empirical study

Oumayma Bedraoui and Imad Ait Lhassan
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Oumayma Bedraoui: Abdelmalek Essaadi University, Tangier, Morocco
Imad Ait Lhassan: Management sciences, Sidi Mohamed Ben Abdellah University, Morocco

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 9, 13-23

Abstract: Introducing new goods and services, processes, marketing, and organizational practices are central to economic growth. The link between innovation and performance has been the focus of attention in several studies in recent decades. This paper aims to extend the literature by examining the personal effects of innovations on firm performance for a sample of 112 hotel establishments in Morocco. The research results suggest that the five innovation practices positively influence firm performance financially in terms of revenue, firm profit and RevPAR, and non-financially in terms of improvements in occupancy, social climate and organizational practices of the firm. Key Words:Product innovation, Process innovation, Marketing innovation, Organizational innovation, Environmental innovation, Firm performance

Date: 2022
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