ALBANIA TOURISM MARKET AND ITS PROMOTIONAL STRATEGY
ALBANIA TOURISM MARKET AND ITS PROMOTIONAL STRATEGY

Summary/Abstract: The tourism product is not like the other products, because the consumer buys it for “pleasure”. This means that he overpays with the condition to be enjoyed from it. But can we say the consumers enjoy the Albanian tourism product? What we can see is an overpaid product but the feed-back is not what one is waiting for. To develop tourism with serious deficit on infrastructure, for example on roads, lights, water and others like this, is almost impossible or it remains in embryonic level. The service culture isn’t perfect too. Service Albanian staff almost on all touristic structures doesn’t have the necessary qualification and no one try to train them. Albania has evident touristic potential for local people and for foreign tourists. However, with a fast accessibility, with a specific infrastructure and good managed marketing activities, the strategies and different elements into it, can be completed. This article aim is to present Albania, this small geographic territory in a really “authentic” way, to enhance the importance of a management with social and environmental responsibility, easy attainable from European trade, in order to attain a secure destination with high quality cultural and natural attractions.

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