Tourism Marketing Strategies as a Means to Revitalize Tourism in Traditional Markets and Historical Sites in Old Tripoli

Abstract

This research aimed to identify tourism marketing strategies and their pivotal role in revitalizing tourism movement within the traditional markets and historical facilities of the Old City of Tripoli. The research problem stems from the gap between the city’s historical and architectural richness and the current tourism promotion practices, which has led to limited investment in its potential as a leading tourist destination. The research adopted a descriptive-analytical approach, and field data were collected through a questionnaire distributed to a purposive sample of 75 visitors and stakeholders. The data were statistically processed using the SPSS software. The theoretical framework addressed modern tourism marketing concepts, focusing on experiential marketing and its role in creating sensory experiences within heritage environments, in addition to the impact of visual identity and the quality of support services on shaping the destination's mental image. The research results concluded that there is a statistically significant relationship between adopting innovative marketing strategies (both digital and traditional) and the increase in visitor flow and repeat visits. Furthermore, the results showed that the quality of infrastructure and service facilities in the Old City represents the cornerstone for the success of any promotional effort, as satisfaction with the spatial experience directly influences destination loyalty. The research recommended the necessity of formulating a unified visual identity for the Old City of Tripoli as a tourist brand and activating partnerships between the public and private sectors to develop tourist trails. Additionally, it emphasized the integration of digital technologies in providing historical information to visitors to enhance their sensory and cognitive experience, ensuring the sustainability of tourism development in the region.