The Role of Electronic Marketing in Activating Tourism and Hospitality in Libya

The tourism and hospitality industries are vital to the global economy, employment market, and cross-cultural interchange of nations. Libya is ripe for growth in the tourist sector thanks to its varied landscapes, rich historical legacy, and cultural attractions. The aim of this research is to analyze the effect of Tourist destination online content (TDOC) perceptions on satisfaction, behavioral intentions, and digital marketing interactions; to analyze the effect of satisfaction and digital marketing on behavioral intentions of tourists; and as mediation variable between tourist behavioral intentions and TDOC perceptions. The population in this study were individuals involved in tourism and hospitality activities in Libya. This research is quantitative research, where sampling technique used was non-probability sampling (purposive sampling). The number of samples used in this study was 300 respondents, the data collected using a questionnaire. The data analysis technique used in this study was Partial Least Square (PLS) using Smart PLS version 4.0 software. The result showed that Tourist destination online content perceptions have a positive impact on their satisfaction, Tourists’ TDOC perceptions positively impact their behavioral intentions, Tourists’ TDOC perceptions significantly and positively affect digital marketing interactions, Satisfaction can't mediates between tourist behavioral intentions and TDOC perceptions, Satisfaction significantly and positively affects the behavioral intentions of tourists, Digital marketing interactions have a positive impact on the behavioral intentions of tourists, Digital marketing can't mediate tourist behavioral intentions and TDOC perceptions. The implications of the study highlight the importance of engaging digital content, social media optimization, and improving tourist satisfaction in Libya's tourism sector. It recommends active use of social media, focusing on service quality, and training industry players to design effective digital marketing campaigns to enhance tourist engagement and behavioral intentions.