Exploration of marketing tools for the promotion of protected areas (Albania)

Kekezi, Ana (2019): Exploration of marketing tools for the promotion of protected areas (Albania). Published in: Economicus No 18 No. 2 / 2020 : pp. 5-31.

Abstract

Promotion and marketing are identified as main pillars to tourism sector in Albanian Government strategy 2017 - 2021. Protected Areas as a tourism destination is a new notion to Albanian citizens and stakeholders given isolation of these areas during communism regime and the decade after. This study will aim to bring light on how new tools of marketing may influence and impacts the promotion of PAs in Albania as tourism destinations and how stakeholders are engaged, accept and perceive these new marketing and communication approaches and the use of modern and digital promoting tactics. This study responses the call of researchers for further studies in developing countries for a deeper exploration in tourism industry

• Item Type: MPRA Paper
• Language: English
• Keywords: destinations, promotion, marketing, stakeholders, tourism, Albania
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M0 - General; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M38 - Government Policy and Regulation; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M39 - Other

References

AKEP (2010) Annual Report 2010, pp. 19-20 Andreasen, A.R. (2003) ‘The Life Trajectory of Social Marketing: Some Implications’, Marketing Theory 3(3): 293–303. Albanian Institute of Media (2015) Internet development and social media in Albania, pp. 7-35. Albanian Institute of Media (2015) “Social Media and their use by Albanian Media”, Tirane Arvind Rangaswamy, Bernd Skiera (2010) The Impact of New Media on Customer Relationships. Journal of Service Research 13: 311 Colin McGinn (2004). Mindsight: Image, Dream, Meaning. Cambridge, MA: Harvard UP. pp.3-5, 121-122, 162-163 Constantinides, E., & Fountain, S. J. (2008). Web 2.0: Conceptual foundations and marketing issues. Journal of Direct, Data and Digital Marketing Practice,9 (3), 231-244. Eagles, P. F. J. 1992. The travel motivations of Canadian ecotourists. Journal of Travel Research, 31(2): 3–7 European Commission Institutional Paper 055. June 2017. Brussels. [Retrieved from https:// ec.europa.eu/info/sites/info/files/ip055_en.pdf ] Fodness, D. 1994. Measuring tourist motivation. Annals of Tourism Research, 21(3): 555– 581. Franklin and Crang (2001) The trouble with tourism and travel theory? Sage Publications Gillin , P . ( 2007 ) . The New Infl uencers, A Marketer’s Guide to the New Social Media , Quill Driver Books\Word Dancer Press, Inc, CA, USA GIZ (2016) The sustainable Tourism in Protected Areas, Albania Govers, R., Go. F.M. & Kumar, K. (2007) Promoting Tourism Destination Image, Journal of Travel Research, Vol. 46 No. 1, pp. 15-23. Gretzel, U. (2017). Social Media Activism in Tourism. Journal of Hospitality and Tourism, 15(2), 1-14. Gretzel, U. (2018). Influencer marketing in travel and tourism. In Sigala, M. & Gretzel, U. (Eds.), Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases, pp. 147-156. New York: Routledge Hall, Derek R. (2000) Tourism as sustainable development? The Albanian experience of ‘transition’ The International Journal of Tourism Research; Bognor Regis Vol. 2, Iss. 1, Hammedi, W. & Virlée, J. (2018). E-WOM engagement: is it worth talking only about posters and lurkers? In Sigala, Hasting, G and Saren, M (2003). The critical contribution of social marketing Theory and application, SAGE Publication, Volume 3(3): 305–322 211. 30 ECONOMICUS No. 18, ISSUE 2/ 2019 Healy, Thomas G. and Wilson, Alan (2015) Social media marketing in the hospitality industry : is it worth the effort? In: The 14th International Research Symposium on Service Excellence in Management, Hearn, A., & Schoenhoff, S. (2016). From celebrity to influencer. In Marshall, P. D., & Redmond, S. (2015). A companion to celebrity. West Sussex, UK: John Wiley & Sons/ Blackwell, IMF, Albania Country Report No 17/374 , 14 November 2017 INSTAT, National Albanian Statistics Institute [Available at http://www.instat.gov.al/al/ temat/industria-tregtia-dhe-sh%C3%ABrbimet/turizmi/ ] IUCN (2006) The visitor experience challgenge, PARKS, Vol 16 No 2 [Retrieved at http:// parksjournal.com/wp-content/uploads/2017/07/parks_16_2.pdf ] Jacob L. Nelson & Ryan F. Lei (2017): The Effect of Digital Platforms on News Audience Behavior, Digital Journalism Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing, 74(2), 71-89. Kress, G. (2003). Literacy in the New Media Age. London: Routledge pp. 1, 2, 16, 35 Litvin, S. W., Goldsmith, R. E., & Pan, B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism management, 29(3), 458-468. M. Lister at al.(2009) New media: A critical introduction. Second edition, London–New York, p. 2; Cambridge 2014, pp. 1-23 ff. M. McCombs (2014) Setting the agenda. The mass media and public opinion. Second edition, Manovich, L. (2001). The language of new media. Cambridge, Mass: MIT Press. Marchiori, E., & Cantoni, L. (2011). The online reputation construct: Does it matter for the tourism domain? A literature review on destinations’ online reputation. Information Technology & Tourism, 13(3), 139-159. McLuhan, Marshall (1964) Understanding Media: The Extensions of Man M.E. McCombs, D.L. Shaw, (2004) The agenda-setting function…, op. cit., pp. 176–187; M. & Gretzel, U. (Eds.). Advances in Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases, pp. 161-179. New York: Routledge. Menno D. T. De Jong1 and Yuguang Wu2 (2018) Functional Complexity andWeb Site Design: Evaluating the Online Presence of UNESCO, World Heritage Sites Journal of Business and Technical Communication 1-26 ª Ministry of Tourism and Environment, Republic of Albania (2018) The Strategy of Tourism 2018-2022 Draft. [Retrieved from http://turizmi.gov.al/wp-content/uploads/2018/02/ Strategjia-e-Turizmit-18-22-draft-1.pdf [accessed March 2018] Nick Bobo (2013). Toward a Better Understanding of Evolving Social Networks [Dissertation]. Konstanz: University of Konstanz Picard, M. (1996) Bali: Cultural Tourism and Touristic Culture. Singapore: Archipelago Press. Piontek, Dorota. (2014) New Media Old Theories, R/evolutions: Global Trends & Regional Issues, Volume 2, Issue 1, Porfido, Enrico ( 2018) Tourism as Economic Resource for Protecting the Landscape: Introducing Touristic Initiatives in Protected Areas of Albania Reid, Mike & Wearing, Stephen & Croy, Glen (2008) Marketing of protected areas as a tool to influence visitors’ pre-visit decisions / Protected areas (PAs) are globally considered as a key strategy for biodiversity conservation and provision of ecosystem services. ECONOMICUS No. 18, ISSUE 2/ 2019 31 Ring, A., Tkaczynski, A. & Dolnicar, S. (2016) Word-of-Mouth – Online, Offline, Visual or Verbal? Journal of Travel Research, 55(1), 481-492. RisiAlbania (Nov 2014) Analysis of the Market, Tourism sector in Albania and the obstacles of business for growth, Report from Destination Management Organization, Tirana, Albania Schaefer, M. W. 2014. “Social Media Explained: Untangling the World’s Most Misunderstood Business Trend.” Sinanaj, Shkelqim (2016) Marketing of Social Media in Tourism PhD thesis http://www. doktoratura.unitir.edu.al/wp-content/uploads/2016/12/dizertacioni-sh.sinanaj.pdf Solis, B. (2007) The Social Media Manifesto. (http://www.briansolis.com/2007/06/futureofcommunications-manifesto-for/ [accessed 16.3.2018]). Theunissen, P., Mersham, G., & Rahman, K. (2010). Chapter 5: The New Media, Cultural Transformation, Thorsten Hennig-Thurau, Edward C. Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, Violeta Cvetkoska & Petra Barišić (2017) The efficiency of tourism industry in the Balkans , Proceedings of the Faculty of Economics in East Sarajevo Year 2017, Issue 14, p. 31-41 Thorsten Hennig-Thurau, Edward C. Malthouse, Christian Friege, Sonja Gensler, Lara Lobschat, World Travel and Tourism Council 2018 [Retrieved on https://www.wttc.org/-/media/files/ reports/economic-impact-research/countries-2018/albania2018.pdf ] Zeng, B. , and R. Geristen. (2014). “What do We know about Social media in Tourism”. Tourism Management Perspectives. 10 : 27-36. Webography https://www.eea.europa.eu/soer/countries/al/nature-protection-and-biodiversity-why/ albaniabio1.jpg/view http://www.natura.al/news.php?lang=al&uid=36 eMarketer (2018) “INFLUENCER MARKETING ROUNDUP” Retrieved from https://www.emarketer.com/public_media/docs/eMarketer_Influencer_Marketing_ Roundup_2018.pdf E-Marketer (2018) https://www.emarketer.com/content/for-influencers-instagram-is-closeto-the-only-platform-that-matters [Accessed on 15 March 2018] Influencermarketinghub.com (2017a). Why influencer marketing will explode in 2017. Accessed online (February 25, 2018) at: https://influencermarketinghub.com/whyinfluencer-marketingwill-explode-in-2017/ IUCN [Accessed March 2018 https://www.iucn.org/news/eastern-europe-and-centralasia/201609/towards-sustainable-tourism-protected-areas-albania Wikipedia https://sq.wikipedia.org/wiki/Faqja_kryesore [accessed March 24, 2018] http://croatia.panda.org/en/?299891/WWF-praises-Albanian-parliament-for-adoptingLaw-On-Protected-Areas