The Role of Social Media in Marketing Desert Tourism in Libya: A Study of Contemporary Trends in Tourism Geography

Abstract

This study aims to examine the extent of the contribution of social media platforms and their role in marketing and promoting desert tourism in Libya. To achieve the objectives of the study, the researchers employed several scientific approaches, namely the historical method to trace the development of these components, the regional approach to highlight the characteristics of desert regions, and the descriptive-analytical method, which focuses on describing the phenomenon and analysing its components. ArcGIS Pro software was also used to produce maps of the study area. The study further relied on an electronic questionnaire as a primary tool for data collection, which was distributed via social media platforms. The sample size reached (385) respondents, and the data were analysed statistically using statistical analysis software. The study reached a number of findings, the most notable of which is that social media platforms provide an effective means for exchanging experiences and personal insights, contributing to raising awareness and promoting tourism in desert areas, as well as enhancing their attractiveness as an economic and cultural resource in Libya