Tourism Marketing and Its Impact on Developing Competitive Advantage
Authors
Khalifa Ali Khalifa Al-Sayegh / Ahmed Ali Abdullah Naama
Abstract
This study aimed to measure the impact of tourism marketing dimensions (Product, Pricing, Promotion, Distribution, and People) on developing competitive advantage dimensions (Efficiency, Quality, Innovation, and Customer Responsiveness) in travel and tourism agencies in Tripoli. Using a descriptive-analytical approach, a questionnaire was distributed to a simple random sample of 52 employees across five tourism agencies. The results revealed a statistically significant, strong positive correlation between tourism marketing and competitive advantage. The study recommended continuous development of the marketing mix, along with a focus on staff training, qualification, and competency renewal.
Keywords
Tourism Marketing, Marketing Mix, Competitive Advantage, Travel and Tourism Agencies, Tripoli.
How to cite
Khalifa Ali Khalifa Al-Sayegh / Ahmed Ali Abdullah Naama (2022). Tourism Marketing and Its Impact on Developing Competitive Advantage. Al-Afaq Scientific Journal, Volume 3, Issue 6.