Azeta Tartaraj – Faculty of Business, University Aleksander Moisiu, Durres, Albania
Brunela Trebicka – Faculty of Business, University Aleksander Moisiu, Durres, Albania
Keywords: Marketing;
Territory;
Tirana City;
Economic development;
Tourism promotion
DOI: https://doi.org/10.31410/ERAZ.2023.583
Abstract: This study examines the role of territorial marketing in enhancing economic growth and tourism in Tirana City, Albania. Employing a mixed-methods approach, including stakeholder interviews and tourism data analysis, the research highlights the significant impact of effective marketing strategies tailored to Tirana’s unique attractions. These strategies not only attract tourists but also stimulate local economic activities. The study underscores the importance of public-private partnerships and digital marketing in boosting territorial marketing efforts. However, its focus on Tirana limits the findings’ applicability to other areas, and the reliance on existing tourism statistics may not fully reflect all marketing activities. Future research could delve into the long-term impacts of marketing initiatives and tourist preferences. Ultimately, strategic marketing of Tirana’s territory could make it a more appealing destination, offering valuable insights for policymakers and tourism professionals aiming for sustainable development and tourism growth.
9th International Scientific ERAZ Conference – ERAZ 2023 – Conference Proceedings: KNOWLEDGE BASED SUSTAINABLE DEVELOPMENT, hybrid – online, virtually and in person, Prague, Czech Republic, June 1, 2023
ERAZ Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia
ERAZ conference partners: Faculty of Logistics, University of Maribor, Maribor (Slovenia); University of National and World Economy – UNWE, Sofia (Bulgaria); Center for Political Research and Documentation (KEPET), Research Laboratory of the Department of Political Science of University of Crete (Greece); Institute of Public Finance – Zagreb (Croatia); Faculty of Tourism and Hospitality Ohrid, University of St. Kliment Ohridski from Bitola (North Macedonia)
ERAZ Conference 2023 Conference Proceedings: ISBN 978-86-80194-72-1, ISSN 2683-5568, DOI: https://doi.org/10.31410/ERAZ.2023
Creative Commons Non Commercial CC BY-NC: This article is distributed under the terms of the Creative Commons Attribution-Non-Commercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission.
Suggested citation
Tartaraj, A. & Trebicka, B. (2023). Marketing of the Territory of Tirana City, Albania: Strategies for Economic Development and Tourism Promotion. In V. Bevanda (Ed.), ERAZ Conference – Knowlegde Based Sustainable Development: Vol 9. Conference Proceedings (pp. 583-588). Association of Economists and Managers of the Balkans. https://doi.org/10.31410/ERAZ.2023.583
References
Amani, D., & Chao, E. (2023). How does destination governance build local residents’ behavioural support towards destination branding: An empirical study of the tourism sector in Tanzania. Cogent Social Sciences, 9(1). https://doi.org/10.1080/23311886.2023.2192441
Anholt, S. (2010). Definitions of place branding–Working towards a resolution. Place branding and public diplomacy, 6(1), 1-10.
Ashworth, G. J., & Kavaratzis, M. (Eds.). (2010). Towards effective place brand management: Branding European cities and regions. Edward Elgar Publishing.
Buhalis, D., & Foerste, M. (2015). SoCoMo Marketing for Travel and Tourism: Empowering Cocreation of Value. Journal of Destination Marketing & Management, 4, 151-161. https://doi.org/10.1016/j.jdmm.2015.04.001
Creswell, J. W., & Creswell, J. D. (2018). Research design: qualitative, quantitative, and mixed methods approaches. Fifth edition. Los Angeles, SAGE.
Dinnie, K. (Ed.). (2011). City Branding. Palgrave Macmillan. https://doi.org/10.1057/9780230294790
Guest, G., MacQueen, K. M., & Namey, E. E. (2012). Applied Thematic Analysis. SAGE Publications, Inc. https://doi.org/10.4135/9781483384436
Hall, C. M., & Page, S. J. (2014). The Geography of Tourism and Recreation: Environment, Place and Space (4th ed.). Routledge. https://doi.org/10.4324/9780203796092
Kavaratzis, M. (2012). “From “necessary evil” to necessity: stakeholders’ involvement in place branding”, Journal of Place Management and Development, Vol. 5 No. 1, pp. 7-19. https://doi.org/10.1108/17538331211209013
Kavaratzis, M., & Ashworth, G. (2008). “Place marketing: how did we get here and where are we going?”, Journal of Place Management and Development, Vol. 1 No. 2, pp. 150-165. https://doi.org/10.1108/17538330810889989
Maxim, C. (2019). Challenges faced by world tourism cities – London’s perspective. Current Issues in Tourism, 22(9), 1006-1024. https://doi.org/10.1080/13683500.2017.1347609
Morrison, A. M. (2023). Marketing and Managing Tourism Destinations (3rd ed.). Routledge. https://doi.org/10.4324/9781003343356
Pike, S. (2015). Destination Marketing Essentials (2nd ed.). Routledge. https://doi.org/10.4324/9781315691701
Rauhut, D., & Rauhut Kompaniets, O. (2020). How to measure the impact of place marketing activities: a methodological discussion Geografisk Tidsskrift – Danish Journal of Geography, https://doi.org/10.1080/00167223.2020.1767669
Reinhold, S., Beritelli, P., Fyall, A., Choi, H.-S. C., Laesser, C., & Joppe, M. (2023). State-of-the- Art Review on Destination Marketing and Destination Management. Tourism and Hospitality, 4, 584-603. https://doi.org/10.3390/tourhosp4040036
Seguí-Amortegui, L., Clemente-Almendros, J. A., Medina, R., & Grueso Gala, M. (2019). Sustainability and Competitiveness in the Tourism Industry and Tourist Destinations: A Bibliometric Study. Sustainability, 11(22), 6351. https://doi.org/10.3390/su11226351
Shanka, T., Beeton, S., & Lück, M. (Eds.). (2017). Tourism in the city: Towards an integrative agenda on urban tourism. Springer.
Sotiriadis, M. (2021). Tourism Destination Marketing: Academic Knowledge. Encyclopedia, 1(1), 42-56. https://doi.org/10.3390/encyclopedia1010007
UNWTO. (2012). Tourism towards 2030: Global overview. World Tourism Organization.