Discovering the best practices of Total Quality Management influencing performance in the Moroccan hospitality industry

Abstract

This study aims to investigate the relationship between Total Quality Management and hotel performance, with a particular focus on identifying best practices from the European Foundation for Quality Management that could contribute to enhancing business results within the hospitality sector. A quantitative confirmatory study was conducted using a five-point Likert scale questionnaire, administered to 93 Moroccan hotels, targeting senior managers with a quality management background. The Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was used to analyze the collected data. The findings indicate that Total Quality Management is a driver of both financial and customer performance. Similarly, strategy and processes are the most important enablers in fostering hotel performance. This research offers a distinctive empirical contribution by examining how Moroccan hotels embrace a significant managerial approach to enhance their performance. Furthermore, the study focuses on a widely recognized model for business excellence, providing a targeted and in-depth analysis of how specific practices within this framework can impact hotel performance.