The Role of the Marketing Interface in the Development of Libyan Small and Medium-sized Tourist Enterprises

  • Mokhtar Jwaili

    Student thesis: Doctoral Thesis


    This research study explores the significance of the marketing interface for small and medium-sized enterprises in the Libyan tourism industry. The choice of Libya as the context for this research is highly relevant for two reasons. First, no similar studies concerning Libya have been previously undertaken. Second, the tourism industry has progressed since the announcement by the government to diversify the economy and is an excellent example of the role of the small firm in diversifying an economy that has been largely dominated by the state and heavily dependent on oil revenue for almost three decades. The tourism industry is seen as the best alternative to oil as the country is regarded as one of the most alluring tourist destinations in the World.

    These developments have prompted research into whether entrepreneurial and small business marketing has a significant role in the evolution of the industry through the small and medium-sized enterprise sector. The research considers the management of the small enterprise and in particular the marketing practices applied by the small firm. It also examines whether the owner/managers' abilities and experience are relevant to the success of the firm through the marketing interface. The research extrapolates a hierarchy for the significance of the factors that influence the marketing interface that is both rigorous and definitive.

    The research uses both quantitative and qualitative data collected through questionnaires and interviews with various small enterprise owner-managers working in the Libyan tourism industry to develop a conceptual framework. The findings indicate that small firms are oriented towards the marketing interface and this contributes to their overall performance.

    This study also confirms the importance of the small firm to the success of the Libyan tourism industry and it reinforces the need for politicians, policy makers and stakeholders in the industry to give greater support to promoting entrepreneurship and small firm development. The investigation concludes by making recommendations for further areas of research regarding the marketing interface in the small firm sector not only in the tourism industry but also in other sectors of the Libyan economy.
    Date of AwardJul 2006
    Original languageEnglish


    • Tourism
    • Libya
    • Marketing
    • Management

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