The Level of Awareness of the Libyan Local Community Regarding Tourism Activity and its Economic Importance: A Descriptive-Analytical Study on a Sample of Social Media Use

Abstract

This study aimed to measure the awareness of the Libyan community regarding tourism activity and its economic importance, and to reveal differences in the level of awareness according to demographic variables (gender, age, education, region) and behavioral variables (practice of domestic tourism). The study employed the descriptive-analytical method on a random sample of (384) citizens and social media users, utilizing both traditional (paper-based) and electronic questionnaires. Data were analyzed using SPSS software through means, standard deviations, T-tests, and ANOVA. The results revealed a high overall awareness level (4.07 out of 5), led by the cognitive dimension, followed by the economic, environmental, and cultural dimensions, with statistically significant differences in favor of higher education degree holders, those who visited archaeological sites, older adults, males, and residents of the western region. Social media topped the sources of awareness (60.2%), while the role of school and family ranked lower. The study recommended strengthening the role of education and family, encouraging domestic tourism, utilizing social media platforms, and addressing cultural concerns to ensure sustainable development that preserves Libyan cultural identity.