prof. Budhi Haryanto .M.M2025-10-282025-10-28https://dspace.academy.edu.ly/handle/123456789/1817The tourism and hospitality industries are vital to the global economy, employment market, and cross-cultural interchange of nations. Libya is ripe for growth in the tourist sector thanks to its varied landscapes, rich historical legacy, and cultural attractions. But despite its natural charm, political unrest, security issues, and poor infrastructure pose problems for Libya's tourist industry. The advent of electronic marketing, enabled by technological progress and the extensive integration of the internet,The aim of this research are to analyze the effect of Tourist destination online content (TDOC) perceptions on satisfaction, behavioral intentions, and digital marketing interactions; to analyze the effect of satisfaction and digital marketing on behavioral intentions of tourists; to analyze the effect of Satisfaction and digital marketing interactions as mediation variable between tourist behavioral intentions and TDOC perceptions. This research uses quantitative method and use Partial Least Squares (PLS) to analyze data. Surveys are employed for data collection. The result of this research showed that Tourist destination online content (TDOC) perceptions have a positive impact on their satisfaction, Tourists’ TDOC perceptions positively impact their behavioral intentions, Tourists’ TDOC perceptions significantly and positively affect digital marketing interactions, Satisfaction can't mediates between tourist behavioral intentions and TDOC perceptions, Satisfaction significantly and positively affects the behavioral intentions of tourists,THE ROLE OF ELECTRONIC MARKETING