The Impact of Digital Marketing on Tourism in Albania

Blerim  Kola; Jehona  Gjermizi; Ikbale  Tepelena

doi:10.36941/jesr-2024-0094

Authors

Blerim Kola Prof. Asoc. Dr., Marketing Department, Faculty of Business, University Aleksander Moisiu, Kampusi i Ri Universitar, Rr. Miqesia Spitalle, Durres, Albania
Jehona Gjermizi Dr., Finance Department, Faculty of Economy, Kolegji Universitar LOGOS, Tirane, Abania
Ikbale Tepelena PhD. Candidate, Public Administration Department, Faculty of Law, University Aleksander Moisiu, Kampusi i Ri Universitar, Rr. Miqesia Spitalle, Durres, Albania

DOI:

https://doi.org/10.36941/jesr-2024-0094

Keywords:

Digital Marketing, Impact, Quality, Services, Albania

Abstract

The purpose of this article is to evaluate the impact of digital marketing in the Albanian tourism sector. Regardless of the fact that the effects of this form of marketing have been noticed for years in the Albanian tourism sector, since we have a significant increase in foreign tourists who are choosing to visit the beautiful Albanian destinations, the aim is that through some questionnaires randomly distributed among of tourists, to see if this influx is mainly attributed to digital marketing. The research aims to unravel the nuanced ways in which digital marketing strategies impact the perceived quality of services, offering insights to guide policymakers, marketers, and service providers. As Albania endeavors to position itself prominently on the world tourism stage, this study contributes valuable insights to inform strategic decisions, foster innovation, and enhance the overall tourist experience in the country.

Received: 12 May 2024 / Accepted: 26 June 2024 / Published: 5 July 2024