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

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