Social Media and the Management of E-Reputation in Luxury Hotels: Evidence from a Qualitative Study in Morocco

Abstract

The growing influence of social media has significantly transformed how hotel reputation is constructed and perceived in the digital environment. This study examines how social media platforms shape the e-reputation of luxury hotels in Morocco and explores how hotel managers perceive the potential role of artificial intelligence in strengthening online reputation management and customer engagement. Given the exploratory nature of the research, this study adopts a qualitative research design to investigate the role of social media in the management of luxury hotels’ e-reputation. Empirical data were collected through twelve semi-structured interviews conducted with general managers and marketing or reservation managers of four and five star hotels. The interview data were analysed using IRAMUTEQ software to perform lexical and thematic analyses, enabling the identification of dominant discourses, recurrent perceptions, and strategic orientations related to social media usage and online reputation management.The findings indicate that social media platforms play a central role in shaping hotel image, influencing customer perceptions, and guiding purchase decisions. Managers perceive e-reputation as a strategic asset that requires continuous monitoring, rapid responsiveness, and proactive digital communication. Although artificial intelligence remains at an early stage of adoption, participants recognise its potential to enhance review analysis, personalise customer interactions, and support digital marketing decision-making.This study contributes to the limited qualitative research on luxury hotel e-reputation in emerging markets and offers managerial insights into the future integration of artificial intelligence in online reputation management.