ENHANCING SME PERFORMANCE IN THE TOURISM SECTOR IN TIRANA-DURRES AREA FOR SUSTAINABLE ECONOMIC DEVELOPMENT AND COMPETITIVE DESTINATION ADVANTAGE

Abstract

The tourism sector stands as a significant contributor to economic development worldwide, particularly through the engagement of Small and Medium-sized Enterprises (SMEs) that populate various niches within destinations. However, the performance of SMEs in this sector often faces challenges ranging from limited resources to fierce competition. This paper delves into strategies aimed at improving the performance of SMEs in the tourism sector, thereby fostering sustainable economic development and cultivating a competitive edge for destinations. Drawing upon a synthesis of existing literature and case studies, this research identifies key areas for intervention, including leveraging technology, enhancing collaboration networks, promoting sustainability practices, and fostering innovation and creativity. Moreover, it examines the role of supportive policies and effective governance mechanisms in facilitating SME growth and sustainability. By implementing tailored strategies and fostering an enabling environment, destinations can empower SMEs to thrive, thereby driving sustainable economic development and positioning themselves as competitive players in the global tourism landscape. This paper contributes to the discourse on SME development in the tourism sector and provides actionable insights for policymakers, industry stakeholders, and researchers alike.

The aim of this article is to observe and highlight the marketing techniques used by players in the tourism industry and the state agencies responsible for marketing Albanian tourism. Furthermore, it seeks to enhance the effectiveness of these techniques by creating a predictive model of tourist demand and cooperation among tourism operators in a region.

The research objectives are as follows:

• To identify which of the 4 main Ps of marketing plays a decisive role in improving the effectiveness of the techniques used.
• Based on empirical results, the study presents a predictive model of demand as a means to enhance the effectiveness of the 4 Ps.

Keywords: Tourism Marketing, Market Research, SMEs, Tourists, Competition, Product, Brand