The Impact of Digital Marketing on Tourism in Albania

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