Strengthening Libyan Hospitality: A SOAR Analysis of Digital Marketing Strategies and Practices in the Tourism and Hospitality Sector
Fouad Omran Elgahwash, Khalid Ahmed, Adel Omar Al-Magarbi
Journal of Economics, Management and Trade · pp. 144–159 · Published 22 Dec 2023
10.9734/jemt/2023/v29i121181Abstract
The Libyan hospitality sector is a growing industry with significant potential and its sector plays a pivotal role in the country economic development, offering vast potential for growth and prosperity. In the digital age, the effective utilization of digital marketing strategies and practices is crucial for tourism and hospitality enterprises to enhance their competitiveness and attract a global audience. This study employs a systematic SOAR (Strengths, Opportunities, Aspirations, and Results) analysis to assess the current state of digital marketing in the Libyan hospitality sector and provide insights into areas for improvement. This study demonstrates the effectiveness of using SOAR analysis to enhance digital marketing strategies and customer service within the tourism and hospitality industry. By implementing a SOAR-based framework, businesses were able to improve website traffic, social media engagement, bookings, and ultimately, customer satisfaction. This research offers a unique perspective on optimizing digital marketing in the tourism sector by introducing a framework rooted in SOAR analysis. The proposed approach highlights the critical role of creating compelling content, leveraging social media platforms, and continuously evaluating results for sustained growth. This research analyses the current state of digital marketing in the Libyan hospitality sector using a SOAR framework (Strengths, Opportunities, Aspirations, and Results). Key findings reveal the sector's potential for growth, highlighting its rich cultural heritage, diverse landscapes, and untapped resources. The study also identifies opportunities for improvement, including website optimization, social media engagement, online reputation management, and data-driven decision-making. Ultimately, the research provides actionable recommendations to strengthen Libyan hospitality's digital presence and competitiveness in the global tourism market.
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