Tareg A. Elrahouma; Dr. Nahg A. Alawi
Abstract:
This research examines how Product (cultural offerings) and Promotion strategies impact tourism service quality in Misurata, Libya, near UNESCO World Heritage sites like Leptis Magna. Using Marketing Mix Theory, a survey-based study of 357 tourism providers revealed: Product (β = 0.508, p < 0.001) and Promotion (β = 0.269, p < 0.01) significantly enhance service quality perceptions, with Product having nearly double the influence. Demographics of providers (e.g., experience, education) shaped strategic priorities. Validated instruments and statistical rigor (Cronbach’s α > 0.70, regression, factor analysis) confirmed reliability.
Implications: Prioritize culturally tailored products (e.g., heritage tours) and digital promotions to boost satisfaction and consistency. Findings adapt marketing theory to post-conflict contexts, offering actionable steps for operators and policymakers. Future research should explore longitudinal and visitor perspectives.
[ FULL TEXT PDF 1-6] DOI: 10.30566/ijo-bs/2025.02.140
