Marketing Strategies promoting Sustainable Tourism Development in the country of Albania

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Abstract

In the last decades tourism has become one of the fastest growing industries and one of the largest economic sectors globally. This industry contributes to a multidimensional development of the world’s countries. It elevates the quality of residents’ life by providing higher income, creating new job opportunities, and enhancing the economy. However, exponential growth is also related to potential risks. Especially in developing destinations like Albania, if tourism grows beyond the carrying capacity, it places increased pressure on natural resources, coastal ecosystems, and consequently, it may reduce the quality of life of its residents. Therefore, it is necessary to manage these effects in a way that avoids damage to fragile ecosystems, protects local systems, residents’ wellbeing, and visitors' experience as well. This thesis firstly presents a general view of the global situation of tourism development, gradually shifting the focus to Albania and the difficulties of a developing country to approach a sustainable philosophy of tourism development. The analysis aims to find elements that contribute to such development and integrate them in a complete tableau where industry, ecosystems, nature, culture, and communities are involved. It is the main aim of this dissertation to research if the perspective of an integrated destination of Western Balkans may influence Albanian stakeholders’ beliefs and engagement toward sustainable development. A positive relation aims to be reflected in the design of a marketing model that is supported from a balanced growth of the four pillars of social, economic, environmental health and integrated destination of Western Balkans. To achieve the research aim, a multi-method approach has been applied. Qualitative and quantitative research contributed to the main results of the dissertation. Ten interviews with experts of the field and two questionnaires make the basis of the empirical research. Findings indicate that the willingness of Albanian citizens to embrace a sustainable approach in developing tourism relates to the desire to collaborate as a broader region of Western Balkans. Furthermore, research reveals that travellers visiting Albania embrace the idea of exploring a common destination of the Western Balkans. An integrated destination can positively enhance economic growth and create higher value for local communities and visitors.

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