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Tourism is a central component of Marrakech’s economy, celebrated for its rich cultural heritage and diverse attractions. Crises such as the COVID-19 pandemic and the Al Haouz earthquake have disrupted the sector, highlighting the need to examine their impact on tourists’ perceptions and the city’s online reputation. This study analyzes 115,000 TripAdvisor reviews across five periods, pre-COVID-19, COVID-19, post-COVID-19, the Al Haouz earthquake, and post-shock, to assess changes in e-reputation and identify key strengths valued by visitors. Latent Dirichlet Allocation (LDA) was employed for topic modeling, with coherence, perplexity, and silhouette scores used to determine the optimal number of topics. Meanwhile, a pre-trained deep learning model was used to capture the emotional tone. Findings reveal Marrakech’s resilience in tourism and emphasize the importance of adaptability, trust-building, and strategic reputation management. Insights inform targeted strategies to enhance visitor satisfaction and strengthen the city’s preparedness for future crises.

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Assessing Crisis and Growth: Analyzing Marrakech's E-Reputation Through TripAdvisor Reviews

  • 章节

  • 发表日期：

    2026年

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  • Fathallah Sebban,
  • Khalid El Housni,
  • Jihane Benmassoud,
  • Aymane Malih,
  • Sofia Bensaid

摘要

Tourism is a central component of Marrakech’s economy, celebrated for its rich cultural heritage and diverse attractions. Crises such as the COVID-19 pandemic and the Al Haouz earthquake have disrupted the sector, highlighting the need to examine their impact on tourists’ perceptions and the city’s online reputation. This study analyzes 115,000 TripAdvisor reviews across five periods, pre-COVID-19, COVID-19, post-COVID-19, the Al Haouz earthquake, and post-shock, to assess changes in e-reputation and identify key strengths valued by visitors. Latent Dirichlet Allocation (LDA) was employed for topic modeling, with coherence, perplexity, and silhouette scores used to determine the optimal number of topics. Meanwhile, a pre-trained deep learning model was used to capture the emotional tone. Findings reveal Marrakech’s resilience in tourism and emphasize the importance of adaptability, trust-building, and strategic reputation management. Insights inform targeted strategies to enhance visitor satisfaction and strengthen the city’s preparedness for future crises.