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The Impact of Digital Marketing on the Development of Tourism in Republic of Albania

Author

Listed:
  • Teuta Veseli-Kurtishi

    (South East European University, Republic of Macedonia)

  • Edlira Ruci

    (South East European University, Republic of Macedonia)

Abstract

The tremendous growth of tourism in Albania in recent decades, made important the understanding of the role that digital marketing and mobile technology is playing in this field. Tourism in Albania is one of the most important economic sectors of the country, and is growing year after year. It is emphasized that digitalization is a new form of communication between producers and consumers of tourism services, becoming a source of competitive advantages for tourism organizations. The main goal of the study is to give us a clear overview of the use of the Internet, information technologies and digital marketing in Albania. For the realization of this study, we used a methodology that combines primary data with secondary ones. The research was conducted through questionnaires that were sent to Albanian travel agencies via email. The questionnaire contains 17 questions, and was sent to 150 travel agencies, of which 102 agencies responded. Regarding the study, digital marketing plays an important role in improving the image of Albanian tourism throughout the world. It has created facilities in the way of doing marketing and reducing the costs of businesses. Through digital marketing, travel agencies have managed to promote our country online, personalize services and, above all, be closer to customers. The research found that the most effective digital marketing tools used by the agencies are Instagram and Facebook.

Suggested Citation

  • Teuta Veseli-Kurtishi & Edlira Ruci, 2023. "The Impact of Digital Marketing on the Development of Tourism in Republic of Albania," Eurasian Journal of Social Sciences, Eurasian Publications, vol. 11(1), pages 1-11.
    • Handle: RePEc:ejn:ejssjr:v:11:y:2023:i:1:p:1-11
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    References listed on IDEAS

    as
    1. Elton Noti & Brunela Trebicka, 2016. "Innovations and Online Marketing Services Trends in Albanian Tourism Sector," European Journal of Multidisciplinary Studies Articles, Revistia Research and Publishing, vol. 1, January -.
    2. Royle, Jo & Laing, Audrey, 2014. "The digital marketing skills gap: Developing a Digital Marketer Model for the communication industries," International Journal of Information Management, Elsevier, vol. 34(2), pages 65-73.
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