Specific Function of E-Marketing in Developement of Management in Tourism in Libya

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1 Specific Function of E-Marketing in Developement of Management in Tourism in Libya Ali Abdulghani Ali Founjah University Singidunum Abstract Tourism is considered to be the most diverse and largest industry in the world. Since tourism is one of the service sectors, therefore, revenue from tourism is considered part of the country's GDP and directly affects economic growth. With the development of tourist facilities and infrastructure, including the development of: transport, information and communication technologies, locations, restaurants and hotels, public health, lead to the development of the tourism industry. The Internet has brought media to a global audience. Internet marketing is relatively inexpensive when compared to the ratio of cost against the reach of the target audience. Marketing tourism through the Internet is suitable for managers, because, when the people speak directly takes a long time to prepare. For developing countries, such as Libya, e- marketing can play an important role in attracting tourists at a lower price with the highest profitability, because potential customers are increasingly using the Internet for trade and travel. Key words: economic developement, e-marketing, management, tourism Introduction The development of tourism nowadays, both at international and national level, has aroused the attention of state policy makers and the private sector. Due to this fact, a large number of countries have begun to seek ways to improve its economy. Many countries see tourism as a new source of income or added the possibility for greater employment, as well as private sector growth and development of the economic structure. Obvious possibilities are that the tourism industry provides for the realization of substantial foreign exchange earnings in the economy of almost every country which was given wide dimensions of tourism in various economic, social and cultural aspects, and is increasingly becoming a revenue generator for each country. Since the developing countries, such as Libya, faced with problems such as, for example, high unemployment, restriction of foreign currency inflows and an economy based on a single product (oil), the tourism industry in Libya receives special significance. Since the Libyan economy is dependent on revenue from oil exports, oil prices are variable over time affected the macroeconomic variables such as the national product, gross fixed capital formation, employment and foreign exchange earnings. Due to the diversification of sources of economic growth in Libya the development of tourism is a strategic objective of the country in the future. The principles of marketing and its role in tourism Organizations in the public and private sectors who wish to deal with tourism need to know their clients and to be aware of their possible demands. They should also be able to convince potential customers to use their services and tourism products, and that they thus turn into real customers who will not travel to your destination. Marketing in tourism associated with these issues, and national tourism organizations in countries that want to benefit from tourism activities, responsible for this job. In the process of marketing takes the competition in attracting passengers, a tourist organization pays special attention to specific cultural groups with regard to the products they offer. The success of the tourist organization depends on effective marketing. Specifics of marketing in tourism The main task of the seller is to sell their products on the market and make a profit. However, this can not be done in any way and not without prior knowledge of whom and what you want to sell, because the competition is high and the risk of unplanned appearances huge. In this light, marketing should be understood primarily as a new, specific philosophy of decision-making in relation to the business policy of the company, in whose focus is the consumer, his needs and able to meet these needs and. In other words, whether a certain 1 Ali Abdulghani Ali Founjah

2 product will be sold in the market depends on whether the one who appears to him in the role of the customer (consumer) be willing (and able and willing) to buy it. So, in terms of market business customers enjoy a dominant position because of their readiness (will, wishes, desires and able) to buy de facto dependent on the survival of the seller (the manufacturer, the service provider), it is logical that consumers (buyers) are in focus marketing. The company that provides your product needs to mobilize all available resources (facilities, equipment, people, money, information) and to undertake everything in its power to offer consumers such a product that they will be able and willing to buy and use, in specific amounts at a certain time in a certain way and, of course, at a certain price. All decisions regarding the business orientation and policy of the company should be based on this. Among the first issues that significantly affect the change in marketing philosophy in service is the role of consumers as an accomplice in shaping services. Specifically, there arise some interaction between users and providers that are not inherent in the marketing of production companies, which are reflected through the service encounters. Thus, the service is partially produced, sold and used in the course of a single interaction between consumers and service organizations. The quality of these relations significantly affects the quality of service, and he is the result of joint efforts by both service providers and users. Marketing role in these processes is very important, and often crucial. Characteristic for marketing in the service industry and the tourism industry is one of them, is an extension of the traditional concept from four to seven marketing elements. In addition to products, pricing, promotion and distribution to gain more importance and human resources, service atmosphere, I like the process of providing services. The combination of all elements of marketing is seeking ways to optimize supply - created the service exactly as it corresponds to the selected segment of consumers. The fact is that tourism is a comprehensive, multi-faceted and diverse concept, but there is a need to explain this concept. Generally speaking, the theory of tourism is defined as a set of relationships and phenomena arising from the travel and stay of visitors i.e. tourists in one place, if such room is not based permanent residence if the team room is not associated any economic activity. Tourism, therefore, is not unique phenomenon; this is the network of relationships of social and economic character. There are a number of factors that influence the formation of tourist demand, that their presence in the observed area and at a particular time raises many interdependent relationships. Tourism is considered a leisure time activity, so that, in this regards, and marketing in tourism, conceptually speaking, is called free time marketing (marketing of leisure). What is it that tourist organizations offer and sell, and tourists are willing to buy? Of course you are not catalogs and brochures. They are not (themselves) city, hotel, museum, beach, but the impression they leave tourist, and I experience that he has about it, and the fact that it is during the trip could (or not) to enrich their personality i know something pleasant new. We mentioned that the tourist service partially produced, sold and used in the course of the interaction between consumers and service organizations, the quality of these relations significantly affects the quality of service, and all together is the result of efforts of both sides. Marketing role in these processes is very important, often crucial. Building and maintaining relationships with customers is a key task, not only top management but also of all employees in the tourism organization. In the current development of tourism in many countries the least concerned about the additional elements of the marketing mix, characteristic of service activities. Earlier we pointed out that it is human resources (employees, clients, communication culture and values), the process of providing services and the services ambient. Some studies have shown that foreign tourists who visit a country of our satisfied tourist services only on a second look, after they met with "immediate hospitality of the people." Sometimes the tourists were dissatisfied with the comfort and cleanliness in hotel rooms, undeveloped beaches, lack of parking space, the fact that the tourism workers rude to not speak foreign languages. It also criticized that it is difficult to get information about tourist offer. Unfortunately, many of these shortcomings are evident today. Not to mention how little tourism enterprises conducted a survey on the satisfaction of its guests the services offered and how many of those who, if they are offered the survey, and later studied the responses received. 2 Ali Abdulghani Ali Founjah

3 The physical setting or service space may have a significant impact on consumer impressions about the quality of the services received. In tourism, this component is even more pronounced, because the space requirement of the framework in which they realize tourist trips. Thus, the space as an element of the marketing mix in tourism receives special significance and has two dimensions: - The place where the service sales - which meet supplier and tourists, and where the tourists decided to purchase services. It is important that the tourist space is planned and stylish, functional equipped, clean, tidy, friendly and in line with expectations segmented consumers, and - The area in which the service takes place, and not only as a space summarize all the attractions that are an integral part of tourism services, but coach arranged space consisting of a destination for tourists, tourism and catering establishments and other facilities in which to implement parts of a complex of tourist services. Beautiful, comfortable and attractive space makes for successful service likely with such retail space tourists identifies the entire service organization or tourist destinations. Users gain first impressions of a service organization in part, but the real impression is obtained only through the physical space in which the service is carried out (landscapes, different types of tourist area, beaches, ski resorts, urban spaces, buildings, furniture, equipment rooms, etc.). Today in theory and practice especially large systems and chains, service firms, there are details to elaborate theories about the impact of certain colors, sounds (music), motion, smell, etc. to consumers. It was confirmed that each of these elements may be among potential buyers to elicit different emotions from extreme unfavorable to very positive. Such feelings contribute significantly to acceptance or rejection of the offered services and creating a favorable or unfavorable picture of consumer service organization. Tourist marketing via the Internet Internet can play an important role in attracting tourists to the developing countries, at a lower cost of marketing the tourist offer, which may result in greater profitability for the tourism organization. The fact is that major clients tourist organizations in developing countries living in developed countries and widely used Internet for trade and travel 3 Ali Abdulghani Ali Founjah because a high percentage of the population aware of the possibilities of the Internet. One of the main tools used in the tourism industry is e-tourism and virtual tourism that use information technology and the Internet in particular. E-tourism is recognized by the appropriate marketing in tourism, tourism in Libya, however, many disadvantages arising in this area. Using information technology, tourism industry can have a good tool for the transfer of their offers a large number of potential clients and can have multiple benefits in the tourism industry. Due to the fact that long-term planning can not react to the great problems in the tourism sector, it can be said that the proper management of the basic solution to the problems. As an example we can mention that in Europe since 1999, 17 million trips abroad began reservations tourist destinations on the Internet, and 4 million were reserved and paid the same way. Of the total number of arrangements, 73% were associated with rest and recreation, and 27% were related to business activities. Using the latest technology with sufficient capital, tourist organizations in developing countries can become a powerful competitor developed. Currently, we have more than 2 million Internet users in Libya whose income is higher than those who do not use Internet. We can say that the use of the Internet in Libya is growing and that the tourist industry requires the use of the Internet. Tourist offer via the Internet is less problematic and does not require a lot of time, because when you talk to people face to face, trying to persuade them to use your tourist services, it takes a lot of time to prepare professional services. In the case of Internet offer through the computer these conversations are converted into short written information s. It is much easier to write because it enables the corrections, even several times. Second, for a customer who does not have too much time to visiting a travel agency until you find the best for him adequate supply, so there is no risk of loss of time and nerves, because it does not have to come out of their rooms in order to select the best option. Third, through the Internet we can exchange ideas and information so that you can find a reliable and professional friends and experts to help you in your selection of the best tourist destinations. E-Tourism in Libya The Libyan economy, like a number of other economies, depends heavily on oil revenue, which is volatile and unpredictable. It is recognized by

4 many oil economies that it is unwise for them to rely totally on their production and export of oil and to use only oil revenues to fund domestic development projects and consumption. Consequently, it has become essential for countries in this position to rise to the challenge of how to achieve sustainable economic development through the appropriate investment of oil revenue, which will in turn generate non-oil revenue and guarantee the means for future development and prosperity. Libya has introduced tourism as an attractive developmental option to help sustain the national economy. As a recognized world industry, tourism is relatively new and in Libya it is still to be developed. However, during the last few years, Libya has witnessed increasing growth in the service sector, so far as the number and size of the companies are concerned. This has especially affected the tourism and hotel industries, and there has been a successful start to tourism programs. Information and communication technologies by creating an information environment can have an impact on the tourism sector. Different sectors of the industry in this information environment can identify business opportunities in the market, to develop cooperation with manufacturers and agents, and to create informal institutions for development of tourism and services. Because of this new technology creates the opportunity for effective cooperation and represent a new tool for the global tourism industry. Information and communication technologies are an effective means for customers to identify and buy the appropriate tourism products and tourist organizations enable the development, management and distribution of their products throughout the world, allowing it to strengthen, improve and protect the global supply and demand in the tourism industry. The impact of information technology are visible on the traditional methods and techniques of marketing, but it is possible to speak and about a completely new type of marketing, electronic marketing, which finds its wide application in tourism. It is possible to give a definition of electronic marketing. It can be said that electronic marketing (e-marketing) way to achieve marketing activities with intensive use of information and telecommunication technologies (especially the Internet). E-marketing in tourism today is a strategic determinant of business enterprises in the tourism sector. This type of marketing is a relatively cheap and easy way for people and organizations from the tourism destinations daily launch their web pages in the internet world. It is possible to classify subjects e-marketing in tourism as follows: - Travel agencies destinations - Catering services, - Travel agencies, - Tour operators, - Tourist attractions. Listed entities include possession of Web pages, but it can be said that the Web-Site holder of e- marketing activities in tourism in the XXI century. Internet pages of the sites and facilities provide potential user specific information, such as details on accommodation, prices, benefits, extra services and the like. All operators of e-marketing in tourism apply modern marketing strategies and their implications for tourism activities, such as: - Dis-intermediation, - Re-intermediation, - Call Center Point of Sale System, - Booking Engines, - Dynamic Packaging, - E-Ticketing, - Customer self-service, - Bar-coded boarding pass, etc. The Internet is now marketing channel in tourism because tourists who use a variety of ways. Most often it comes to research travel options, comparing prices and services, renting cars, booking selected tourist services, more and more online shopping tourism services. In Libya today is a lack of all of this services. Conclusion In modern societies, the development of tourism in all economic, social and cultural dimensions is important for the public and private planners in all national, regional and international fields. Many countries have come to the conclusion that tourism makes a significant economic branch of the economy of a country. Profit from tourism can lead the country's economy to a unique product, and because of the stability of income from tourism can bring economic stability in the country. Bearing in mind the possible investments in this sector and the 4 Ali Abdulghani Ali Founjah

5 great potential of tourism from the perspective of historical and natural, due to the lack of good marketing and adopting new marketing strategies to attract and encourage tourism, the transmission of useful information and related services for optimization and identify the wishes of tourists, studies show that Libya has so far failed to create high added value in this area. Contribution to GDP from tourism sector is less than 2% and employs about 4% of the workforce. It is worth noting that policy makers in Libya must adopt proper marketing strategy, including e-tourism, using new methods of marketing and strategy for improving quality and customer satisfaction in order to enable the development of the tourism sector. References Balaguer J., Contavella M., Tourism As A Long-Run Economic Growth Factor: The Spanish Case, Applied Economics, 34 E-business for Tourism Practical Guidelines for Tourism Destinations and Business ( Kotler, Ph-and Levy. S Broadening the concept of marketing Journal of Marketing, January 1969 Morgan, M., Marketing for Leisure and Tourism, Prentice Hall Europe, 1996 Sabagh Kermani M., Amiriyan S., Economic Effects of Tourism: The Case Of Iran Toh R.S., Khan H., Koh A.J., A Travel Approach For Examining Tourism Area Life Cycles: The Case Of Singapore 5 Ali Abdulghani Ali Founjah