Tareg A. Elrahouma; Dr. Nahg A. Alawi
Abstract:
This study investigates the influence of two marketing mix elements—People and Process—on tourism service quality in Misurata’s hospitality sector, a key area in Libya’s developing tourism industry. Using Marketing Mix Theory, the research addresses a gap in Libya-specific studies by analyzing how staff training and operational efficiency shape service quality perceptions. A quantitative survey of 357 hospitality providers, selected through purposive sampling, employed validated questionnaires. SPSS multiple regression results show both elements significantly impact service quality, with People (β =0.492, p< 0.001) having a stronger effect than Process (β = 0.287, p< 0.01). Reliability and validity were confirmed through Cronbach’s alpha and factor analysis. The study offers practical recommendations for improving employee performance and operational systems, contributing to Marketing Mix Theory in a post-conflict context and enhancing visitor satisfaction in Misurata.
[ FULL TEXT PDF 1-6] DOI: 10.30566/ijo-bs/2025.02.141
