Harmonizing Digitalization and Human Capital
Challenges and Opportunities in the Marrakech Hotel Sector
DOI:
https://doi.org/10.23882/rmd.25252Keywords:
Artificial Intelligence, Human Capital Management, Workforce Dynamics, Skill Development, Organizational StrategiesAbstract
This article explores the impact of digitalization on human capital and marketing strategies in the hotel sector in Marrakech. Based on semi-structured interviews with industry professionals, it first examines the challenges posed by integrating digital technologies, such as organizational adaptation and workforce skill development. It then highlights the opportunities offered by digitalization, including improved operational efficiency, enhanced customer experience, and the development of more targeted and interactive digital marketing strategies through data analytics. The findings underscore the need for an integrated approach that places human capital at the core of digitalization strategies to maximize benefits for the hotel sector. This study contributes to the existing literature by providing empirical insights and practical recommendations for aligning digitalization with human capital in a localized context.
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