Xhafaj, Kejsi and Vlachos, Peter ORCID: 0000-0002-4870-9006 (2022) Planning and development of gastronomic tourism in Albania: an exploratory study of visitor perceptions, experiences, and destination image. In: Janta, Hania, Andriotis, Konstandinos and Stylidis, Dimitrios, (eds.) Tourism Planning and Development in Eastern Europe. CABI, pp. 64-79.

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Abstract

The development of destination branding in former communist countries in eastern and south-eastern Europe has been a growing area of interest in recent years. Tourist arrivals to Albania have increased from 3.6 million in 2014 to 5.9 million in 2019 (INSTAT, 2020). Whilst previous studies on Balkan tourism have examined cultural heritage, health tourism and economic development, research on gastronomic tourism remains emergent, especially in Albania.

In this chapter we examine the role of gastronomic tourism in the planning and development of tourism in Albania. Our focus is on the construction of perceptions of Albania as a tourism destination. To conduct our analysis, we investigated the perceptions previous and potential tourists on the availability, accessibility, quality and cost of gastronomic tourism offers in Albania. In addition, the planning and development of gastronomic tourism in Albania needs to take into account regional competition both within Albania and with its neighbouring competitor countries.
Drawing from Lai et al (2019), we establish a research framework that considers cognitive and affective factors; perceived and projected brand image; and, intention and positioning effects. We apply this framework to analyse the relationship between gastronomic tourism and tourism development (including rural development), cultural identity, food narratives, and destination image. A non-probability sample of n = 114 participants answered an on-line survey comprising quantitative and qualitative question about initial perceptions, previous gastronomy experiences, trip satisfaction, spending, and travel behaviours.

Our findings indicate that previous visitors expressed satisfaction with gastronomy experiences. Affordability, diversity, quality, traditions, and freshness were favoured. Landscape and culture combine to form a ‘mental map’ in the construction of perceptions of Albania that reinforces its image as an under-explored, budget travel destination. The implications for planning and development of tourism in Albania are discussed.

The chapter proceeds as follows: First, we provide an overview of the tourism context of Albania, including the scale of tourism activity and recent policy, planning, and development initiatives. We note the current challenges facing tourism development in the country. Next summarise and syntheses previous research and literature on gastronomic tourism as it relates to the Balkan region and to Albania in particular. We then briefly explain our methodology. The results and discussion are presented in which we unpack numerous themes which emerge to illuminate how visitor perceive of Albania as a tourism destination generally, and more particularly the role that gastronomic (food and drink) tourism options and activities play in the construction of these destination images. Finally, we discuss the implications for tourism policy and planning in Albania and make recommendations for future actions to encourage tourism development.

Item Type:	Book Section
Uncontrolled Keywords:	tourism development; Albania; gastronomic tourism; tourism policy; Balkans
Subjects:	H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Tourism Research Centre
Last Modified:	05 Apr 2023 08:04
URI:	http://gala.gre.ac.uk/id/eprint/38420

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