Driving Tourism Service Quality in Misurata’s Hospitality Sector Through People and Process Strategies

International Journal of Business Society, Vol. 9, Issue 2
Tareg A. ElrahoumaDr. Nahg A. Alawi
Hospitality ManagementService QualityPeople StrategyProcess OptimizationPost-Conflict Tourism
PDFRegular IssueDOI: 10.30566/ijo-bs/2025.02.141
9Volume
2Issue

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.

References

[1]

Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In Marketing of Services (pp. 47–51). American Marketing Association.

[2]

El-Manhaly, D. (2024). The role of tourism in sustainable development: A case study of Libya. Journal of Tourism and Hospitality Management, 12(3), 45–60.

[3]

Giao, H. N. K., Khuong, M. N., & Phuong, N. T. (2021). The effect of service quality on customer satisfaction in tourism: A study in Vietnam. Journal of Quality Assurance in Hospitality & Tourism, 22(4), 123–140.

[4]

Hammad, A., & Abd El Maksoud, M. (2024). Challenges of tourism development in post-conflict regions: Evidence from Libya. International Journal of Tourism Research, 26(2), 89–104.

[5]

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Sage Publications.

[6]

Jahmani, A., Bourini, I., & Jawabreh, O. (2023). The impact of tourism service quality on customer satisfaction: Evidence from Jordan. GeoJournal of Tourism and Geosites, 46(1), 23–34.

[7]

Kerdpitak, C., Porriritthikul, W., & Foosiri, P. (2022). The effect of marketing mix on tourist satisfaction: A case study in Thailand. Journal of Tourism and Services, 13(1), 56–70.

[8]

Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610.

[9]

Oukacha, M. (2024). Tourism marketing strategies in North Africa: Opportunities and challenges. African Journal of Hospitality, Tourism and Leisure, 13(2), 78–92.

[10]

Saunders, M., Lewis, P., & Thornhill, A. (2023). Research methods for business students (9th ed.). Pearson Education.

[11]

Sekaran, U., & Bougie, R. (2019). Research methods for business: A skill-building approach (8th ed.). Wiley.

[12]

Xia, Y., Chen, Y., & Zhang, Y. (2024). The impact of marketing mix on tourist satisfaction: Evidence from China. Tourism Management Perspectives, 49, 101–115.

Article Information

Article Details
Volume & IssueVol. 9, Iss. 2
Publication DateFeb 28, 2025
Authors
Tareg A. Elrahouma
Dr. Nahg A. Alawi
DOI
10.30566/ijo-bs/2025.02.141
PDF Download