Holidays and Occasions as a Catalyst for Domestic Tourism in Libya: An Analysis of Local Tourists' Behavior and Preferences

Abstract

This study aims to analyze the determinants of tourist behavior and preferences among domestic tourists in Libya during holidays and festive occasions, focusing on the Green Mountain region (Shahat and Soussa). Employing a descriptive-analytical approach, data were collected from a sample of 227 tourists. Findings indicate that psychosocial motives, specifically rejuvenation and escaping routine, are the primary drivers for travel. Results reveal a significant preference for nature-based activities over historical sites. Key challenges identified include inadequate infrastructure and seasonal price hikes. Furthermore, word-of-mouth remains the most influential marketing tool in shaping travel decisions. The study concludes that local tourist loyalty is an "emotional yet conditional" commitment, dependent on tangible service quality improvements. It recommends upgrading logistical facilities and adopting digital marketing strategies to transform seasonal demand into a sustainable economic activity.