Cultural Branding as a Tool for Enhancing Tourism in Albania

Abstract

Cultural branding is a powerful tool for tourism promotion especially for countries with rich heritage and diverse cultural traditions. This study is focused on the concept of cultural branding in Albanian tourism and how effective it is in creating an identity that mainly targets international visitors. The research is based on a qualitative methodology using a case study approach to provide an in depth analysis of cultural branding strategies and their impact on tourism. Data was collected through semi structured interviews with key stakeholders, tourism officials and marketing experts and secondary data from official reports and promotional campaigns. Thematic analysis was used to identify major patterns and how cultural elements, storytelling and community engagement have contributed to creating a unique tourism identity for Albania. Key findings show that using UNESCO World Heritage sites, traditional music, local gastronomy and crafts effectively engages tourists and promotes authentic experiences. But challenges like maintaining cultural integrity and avoiding commercialization were noted. The study highlights the need to balance modern marketing techniques with cultural authenticity. Recommendations are to involve local community and invest in digital storytelling to attract broader audiences and sustain visitor interest. Received:19 August 2024 / Accepted: 18 November 2024 / Published: 3 December 2024