Changing tourism consumer behaviour: The impacts on tourism demand in Albania

Abstract

Exploring the nature of tourism demand from a consumer perspective has traditionally been very complex. Adding to it the fast pace changing environment, the study becomes even more complicated. The purpose of this research is to shed light on the relationship between factors affecting tourist behaviour and tourism demand in Albania. Tourism demand has generally been measured in terms of 'number of people entering and exiting the borders of a country'. In order to ensure the feasibility of this study, the 'willingness to purchase' tourism products or 'tourism demand' is measured in terms of 'frequency of travels'. To accomplish these objectives, an online survey questionnaire was developed and administered across the population of Tirana and Durres, the largest cities in Albania, which also represented the population (N) upon which the sample size was drawn. Scientifically, the research aims at testing the relationship between the sample's monthly income levels, denoted as the independent variable and 'frequency of travel', denoted as the dependent variable. The results of the research show that there is a significant association between these two constructs. That is, with x2 (1, N = 133) = 102,581; p=.000 < 0.01, the Null Hypothesis is rejected, and the Alternative Hypothesis is accepted. Therefore, it appears evident from the study that the higher the Monthly Income level of the Albanian tourists, the higher the frequency of travels. Nevertheless, like in every other study there are also limitations involved with this particular study, as well. The lack of reliable quantitative data concerning the Albanian domestic tourism is one among the most crucial ones.