Tourism and sustainable economic development : marketing implications and strategic framework : the case study of Libya

Abuharris, AT

Abstract

The purpose of the study is to identify the tourism potential, examine the significance
of tourism to the national economy and evaluate the marketing of Libya as a tourist
destination. The effects of tourism development on several countries including
Libya are considered. Concepts of tourism development including policies, planning
and marketing for tourism are used to provide a theoretical basis for the study.
Policy recommendations are produced to encompass a strategy framework to
improve the performance of the tourism sector in Libya.
This research has provided some perspectives for understanding tourism planning
and marketing issues. It provides useful empirical data and information that help
tourism policy makers in Libya to develop their plans and strategies for the tourism
sector, mitigate its problems and overcome its obstacles, which overall lead to
sustainable tourism development.
The methodology employed in the research involved the use of questionnaire
surveys. Three studies were conducted in order to answer the research questions.
The first study was on international tourists visiting Libya using a delivery and
collection questionnaire. The second study was conducted (using a postal
questionnaire) with a selection of British tour- operating companies offering Libya as
a tourist destination as well as those who never sold Libya as a holiday destination.
The final part of the study was conducted using face-to-face interviews with several
key tourism administrators from the Libyan GET (General Board of Tourism) and
other provincial tourism boards, local tour operating companies and local hotels.
Both international tourists and British tour operating companies viewed Libya as a
cultural destination to be visited mainly for desert and adventure together with
historical attractions and good weather. The majority of UK's tour operating
companies, who sell Libya as a holiday destination have an average degree of
familiarity with Libya as a holiday destination. However, the majority of them were
not satisfied with the price of most tourist services particularly flight and
accommodation costs. In addition, visa entrance procedure difficulties also
concerned them. Awareness, knowledge, and safety were major reasons for those companies eliminating Libya as a tourist destination among other tourist destinations
featured by them.
International tourists were satisfied with historical attractions, attitudes of local
people, personal security and the quality of roads. However, dissatisfaction was also
found among visitors especially with hygiene and sanitation, communication
services, airport/border services and nightlife.
The contacted key tourism administrators perceived tourism as a potential economic
growth sector. However, the lack of tourism infrastructure and budget constraints,
which require urgent consideration, represent a major obstacle for the observed slow
development of the tourism sector in the country. Marketing activities have been
undervalued by most tourism organisations in Libya, which resulted in poor image
awareness and acknowledgement of the country's tourist product(s) among
international tourist markets.
The study concludes that, without government involvement and commitment,
especially at the early stages of tourism development to stimulate investment in
tourism infrastructure, together with an adequate budget for marketing, the potential
for tourism will not be achieved. Policies and plans for tourism must be carefully
considered and fuelled with high quality expertise and adequate financial allocations
with an effective controlling system. Overall, this may lead to more efficient and
sufficient plans to achieve sustainable tourism development that can make a
significant contribution to sustaining the national economy.

Citation

Abuharris, A. Tourism and sustainable economic development : marketing implications and strategic framework : the case study of Libya. (Thesis). Salford : University of Salford

• Thesis Type: Thesis
• Deposit Date: Oct 3, 2012
• Award Date: Jan 1, 2005