MARKETING CONCEPT APPLICATION WITHIN PROFITABLE TOURISM BUSINESESS OF COUNTRIES IN TRANSITION: CHALLENGES AND OPPORTUNITIES. THE CASE OF ALBANIA

Authors

  • Liljana ELMAZI Head of Marketing and Tourism Department Faculty of Economics, University of Tirana, Albania

DOI:

https://doi.org/10.4316/rdt.8.103

Keywords:

marketing concepts, tourism businesses

Abstract

This paper investigates marketing concept application in the most profitable of tourism businesses in Albania. The total population is defined according to the profitability criteria, whereby the stratified sample of 100 tourism businesses was applied. The research is aimed at gathering primary data by the questionnaire sent via mail.
The goal of each economic activity is creating value for the end users. In this context, profit is both a measure of value which the firm has created for the customer and an indicator of how well the enterprise has understood customer needs and translated the understanding into products and services that deliver superior value. From the above stated, the conclusion can be made that the most profitable tourism businesses adopt marketing concept to the largest extent.

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Published

20-12-2009

Issue

Vol. 0 No. 8 (2009)

Section

Articles

License

Revista de Turism: Studii si Cercetari in Turism (RDT) is an open access scholarly journal that allows free access to its content (articles, issues). RDT is available online to the readers without financial, legal, or technical barriers (no publication charges), based on the theory to keep an article's content intact. Authors can use Creative Commons licenses to specify usage rights of articles. Copyright of articles belong to authors.

Licenţa Creative Commons
This work is licensed under a Creative Commons Attribution License 4.0.