Exploring the contribution of social media use on tourism destination resilience during disaster response and recovery phases: the case of Al Haouz earthquake in Marrakech, Morocco

Abstract

The tourism industry is especially vulnerable to natural disasters and crises, requiring adaptive strategies to enhance the resilience of affected destinations. This study examines the role of social media networks in strengthening tourism resilience during the response and recovery phases following the Al Haouz earthquake in Marrakech, Morocco. Adopting an interpretivist epistemological approach, this qualitative research draws on testimonies from key stakeholders, including tourism businesses (hotels, travel agencies, airlines, restaurants), local elected officials, public sector actors (Royal Armed Forces, Security Forces, Ministry of the Interior, Civil Protection), as well as Moroccan citizens, foreign tourists, and associations. Data analysis using NVivo software highlights the essential contribution of social media to the resilience and rehabilitation of tourist destinations. The results of the study show that social media are strategic tools whose deliberate and targeted use can strengthen the resilience of tourist destinations in the face of natural disasters. Beyond their role in emergency communication and restoring the image of tourist destinations, targeted content shared on social media influences the thoughts, emotions, and behaviors of stakeholders, thereby promoting community engagement and national and international solidarity to overcome the crisis. By identifying key takeaways from this experience, this study provides practical recommendations for policymakers and stakeholders in the tourism industry to design effective and context-specific interventions.

Keywords: Earthquake disaster, Morocco, resilience, social media use, tourism destination.

Received Date: June 19, 2026

Accepted Date: July 10, 2026

Published Date: August 01, 2026

Available Online at: https://www.ijsrisjournal.com/index.php/ojsfiles/article/view/859