Proceedings of The 7th International Conference on Applied Research in Management, Business and Economics
Year: 2023
DOI:
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Frugal Innovation as A Lever of Competitiveness in The Moroccan Hotel Industry in The Post-Covid Era
Ben Yahya Imane, Mssassi Said
ABSTRACT:
As the world continues to pivot to a post-pandemic reality and global tourism gradually regains pre-pandemic levels, competition in the hotel industry becomes fiercer.
Frugal innovation can be an interesting strategy for hotels to improve their competitiveness and appeal to customers, particularly in an era of rising costs, weakened purchasing power and changing traveler habits.
The hotel industry is an important part of the Moroccan tourism sector, providing accommodation and services to both domestic and international visitors and playing a significant role in shaping their overall travel experience.
Our work suggests that frugal innovation can help Moroccan hoteliers gain competitive advantage by developing affordable and sustainable products and services that meet the changing needs and expectations of travelers.
In the article, we explore how frugal innovation can influence competitiveness in the hotel industry in the post-COVID era; And also aim to provide a better understanding of the concept through an overview of similar types of innovation and its application example.
Keywords: Bottom of the pyramid, Covid-19, Hospitality, Sustainability, Tourism