The sustainable development of the tourism phenomenon and the impact that it produces it is\nimportant not only for the enterprises receiving tourism but also for the economic sectors\ncorrelated with the structures above as handicrafts, trade and services, turning tourism in a\nprimary factor for the economic development of a region or a country.\nTo talk about tourism in a city very rich in \"contrasts\" such as Gjirokastra, is an issue that\ngoes beyond simple economic aspect, generating significant consequences in terms of\ngeography and especially in social level. This is because Gjirokastra is a city with a glorious\nhistory since the fifteenth century, rich in culture, archaeology, enogastronomia (Food and\nwine) and several endless natural beauties. Although is the capital of the most important\ncultural event, the national folk festival which perform the tradition through the art. Shortly,\nGjirokastra is a genuine multidimensional brand; the promotion of it would increase the\nincome, the employment, the consumption and most of all it would transform into in an\ninternational city. Certainly to promote this brand it is needed a coordination between\ndecision-maker institutions and local businesses but above all is necessary an efficient and\ncomprehensive marketing plan that promote \"brand \" pointing at the same time in the centre\nof the universe \"tourist\".\nBased on this affirmation, this paper requires just to give some modest idea on the\ndevelopment of the city image through qualitative and quantitative analysis of data obtained from a sample of tourists visiting various cities in the world and recently have visited the\nGjirokastra.
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