Tourism Marketing Development and its Role in Economy of Albania

Abstract

This research refers to the main word of the last decade in Albania as one of the key factors in economic development, Tourism. Ranked frequently by the prestigious Media and World Tourism Organizations, Albania is being presented as one of the favorite destinations in the last decade. Gross Domestic Product growth with 8.4% and employment of human resources to 23.9% of total employment, at different levels, have made tourism one of the most powerful sectors with total support of Central Government. Tourism is one of the few branches of the economy that competes with dignity in the international market. Albania has a full package of tourism products in its portfolio, such as,: cultural, natural, health and conference / business tourism. As a package it creates the opportunity to expand the group of visitors who displays special interests for tourist activities. Lack of public and private investment, lack of well-known hotel brands and tour operators, informality, lack of human resource training, competition analysis, poor technology utilization, legal framework, lack of standardization have made Albania compared to Region and those of the European Countries, to have disadvantages in a normal development of tourism. In this study we have analyzed as well, 4P Marketing in Albanian Tourism, such as Product, Price, Place and Promotion. We also investigated the Location Marketing (“Albania Go on Your Way” slogan), Activity Marketing (hiking, canyon, camping), corporate marketing etc. The results achieved by the use of marketing elements and design of marketing plans by promoting and supporting as key columns of the country’s economy. The statistical analysis from 2011 to 2017 on the progress of Tourism growth and effects in economy will be on focus of our paper. Data in the study was collected from primary as well as secondary data sources (observations, internet resources, press and visual media). https://doi.org/10.15414/isd2018.aeu.15 INTERNATIONAL SCIENTIFIC DAYS 2018 2708