HOTELS RESILIENCE DURING A HEALTH CRISIS: A BINARY LOGISTIC REGRESSION APPROACH

In this article, we investigate the resilience of Moroccan hotels to health crises, focusing on the impact of crisis management on the hotel sector in the city of Marrakech.Although the literature on crisis management is abundant, studies on resilience specific to health crises in the hotel industry are limited.We adopted a quantitative approach, using binary logistic regression to analyze data from a representative sample of Marrakech hotels.Key variables include organizational culture, internal communication, external stakeholder relations, and institutional support.Results indicate that organizational culture and internal communication are essential for resilience in times of health crisis, with external relations and institutional support playing a prominent role.Our findings show that strategic crisis management integrating internal and external factors is important for surviving health crises.The main limitation of this study stems from its quantitative approach, which may not fully capture the subtleties of individual experiences.Future research could examine other regions or use qualitative methodologies.Our results suggest avenues for future studies on the implementation and impact of crisis management strategies in the hospitality industry.