The Quality of Online Marketing in the Field of Tourism Services in Albania

Abstract

Online marketing is considered as one of the most effective ways for the tourism enterprises, particularly in terms of promotion of their services, the communication with markets, and the electronic commerce, as an added value of online marketing. In Albania, the internet services have relatively low prices. Due to this reason, the Internet access does not cost too much not only for the tourism enterprises, but also for the ordinary people, who in most cases use the latest mobile devices such as smart phones, iPads, notebooks etc. This study aims to explore the quality of the Enterprise websites tourism, in terms of their menu, graphic quality, the number of options, electronic commerce etc. The sample of the study was N=208 participants, representatives of the respective tourism enterprises. The study was conducted in five touristic areas in Albania: Tirana, Durres, Shkodra, Vlora and Saranda. The research results showed that although a big part of the enterprises have invested in  designing their websites, the other part  of them do not have this .Also, the website allows a better communication with  the costumers , but the possibility of online payments within the websites pages is limited. Keywords : online marketing, tourism enterprises, websites, internet, Albania