Enhancing Tourism Service Quality in Misurata: Product and Promotion Strategies

This research examines how Product (cultural offerings) and Promotion strategies impact tourism service quality in Misurata, Libya, near UNESCO World Heritage sites like Leptis Magna. Using Marketing Mix Theory, a survey-based study of 357 tourism providers revealed: Product (β = 0.508, p < 0.001) and Promotion (β = 0.269, p < 0.01) significantly enhance service quality perceptions, with Product having nearly double the influence. Demographics of providers (e.g., experience, education) shaped strategic priorities. Validated instruments and statistical rigor (Cronbach’s α > 0.70, regression, factor analysis) confirmed reliability.Implications: Prioritize culturally tailored products (e.g., heritage tours) and digital promotions to boost satisfaction and consistency. Findings adapt marketing theory to post-conflict contexts, offering actionable steps for operators and policymakers. Future research should explore longitudinal and visitor perspectives.