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

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.