The role of digital tourism marketing in raising awareness of the archaeological city and the seaside in Sabratha

https://doi.org/10.5281/zenodo.18447853  

Abstract

This study aims to examine the impact of digital marketing on attracting tourists to the archaeological city and the coastal beach in Sabratha by investigating the effect of digital advertisements on tourists' willingness to visit, as well as comparing traditional media and social media in raising awareness of tourist sites. The study also aims to identify digital marketing strategies for attracting international tourists and to analyze the effectiveness of virtual reality techniques in enhancing visitors' experiences. The research adopted a descriptive-analytical approach using a structured questionnaire directed at local and foreign tourists who visited the archaeological city and the coastal beach in Sabratha. The sample size consisted of 80 participants. Data were analyzed using frequencies and percentages. The results indicated that 89.1% of participants expressed a willingness to visit the sites after exposure to digital advertisements, highlighting the role of digital marketing in motivating visitors. It was also found that traditional media, such as television and radio, had a greater impact on raising awareness compared to social media, with 47.5% of participants reporting that they learned about Sabratha through traditional channels, while 40.0% learned via social media. Additionally, 79.7% of participants booked their accommodations through digital applications, reflecting the role of digital marketing in facilitating access to tourism services. Based on these findings, the study recommends increasing digital marketing campaigns via social media platforms to attract international tourists and enhancing the use of virtual and augmented reality technologies to improve the overall tourist experience.