Factors Affecting Tourism Advertisement Effectiveness in Libya

Libya is a country with a rich heritage in terms of culture, archaeological and historical sites, and a long Mediterranean coastline of sandy beaches. Tourism has recently emerged as an important economic development option in Libya. Advertisers have long been interested in isolating stimulus factors and associated receiver reactions that affect advertising effectiveaess. Advertising obviously depends on both the quality of the product being advertised and the quality of the ad itself. There is an unresolved debate about the relative merits of recall and recognition, two commonly used measures of ad effectiveness in tourism sector.