E-Marketing and Its Impact on Promoting Tourism Services: A Field Study on Travel and Tourism Agencies in Tripoli

Ms. Salma Ali Ibrahim Imraheil

This field study aimed to examine the impact of e-marketing on promoting tourism services and increasing tourist numbers through promotional tools that enhance competitiveness and stimulate local tourism. The research utilized a descriptive-analytical approach, targeting a random sample of (60) employees across (5) travel and tourism agencies in Tripoli. Data were collected via questionnaires and statistically analyzed using SPSS. The findings revealed a strong correlation and a statistically significant impact of e-marketing on tourism service promotion, contributing to diverse service offerings, competitive advantages, and rapid customer response. However, the study highlighted weaknesses in directly utilizing e-marketing to reach tourists and accurately identify their characteristics.

E-Marketing, Tourism Promotion, Tourism Services, Travel and Tourism Agencies, Tripoli