Examining the Role of the Marketing Mix in Shaping Tourist Satisfaction: Evidence from Emerging Tourism Markets

Abstract: Despite the importance of the tourism sector and it’s contributed to the growth of many national economies; this sector still faces several challenges in Africa. Especially, there is a clear deficiency in the effective use of marketing mix elements, which has negatively impacted the ability to attain tourist satisfaction. Therefore, this study aims to examine the effect of the marketing mix on tourist satisfaction. A quantitative approach using a cross-sectional method was adopted. To achieve the study objectives, a structured questionnaire was utilized for data collection. The questionnaire was distributed to both domestic and international tourists dealing with Kevalay and Afaq Misrata companies. A total of 397 respondents participated, selected through a convenience sampling technique. The data were analyzed using SEM. The findings revealed a significant and direct effect of the marketing mix on tourist satisfaction. The study includes theoretical and practical contributions, outlines key limitations, and provides valuable recommendations for future research. Keywords: tourism marketing mix, tourist satisfaction, Emerging Tourism Markets, tourism sector in Libya, tourism sector in Africa. Title: Examining the Role of the Marketing Mix in Shaping Tourist Satisfaction: Evidence from Emerging Tourism Markets Author: Nahg Abdul Majid Alawi, Haetham Mustafa Sed, Khairi Ahmed R. Masaud International Journal of Novel Research in Marketing Management and Economics ISSN 2394-7322 Vol. 12, Issue 2, May 2025 - August 2025 Page No: 42-49 Novelty Journals Website: www.noveltyjournals.com Published Date: 13-August-2025 DOI: https://doi.org/10.5281/zenodo.16834313 Paper Download Link (Source) https://www.noveltyjournals.com/upload/paper/Examining%20the%20Role%20of%20the%20Marketing-13082025-1.pdf