Touristic Italian Demand Directed To Albania

Published Date: 02 Nov 2017

Shetitore"Rilindasit" Universiteti "Fan S. Noli" Korca ALBANIA

Lecturer at the university of Korca, Economic Faculty, Department of Marketing-Tourism.

[email protected]

PROFFESOR. Arjan Abazi

Lecturer at the university of Tirana, Economic Faculty, Department of Marketing-Tourism.

[email protected]

Abstract

According Gravity Model (Matias, 2004; Dubarry, 2000), LINNEMANN (1966), the tourist flow between two countries depends on three categories of factors; driving factors (the origin), attractive (the destination) and resistance factors (individual among an origin and a specific destination).

In this context, we see the development of tourist flows between Italia and Albania, and will try to make some interpretations about the market share occupied by Russian tourist flows and the growth of these flows in Albania.

It will also make an exploration of Russian touristic demand in origin, so what are the major destinations for Russian tourists, the main motives of Russian tourists travel, and finally will try to give some idea of the importance of this market in the future for Albanian.

Key words; gravity model, touristic flows, touristic demand, market sharew, growth rate.

THEORETICAL FRAMEWORK

According Gravity Model (Matias, 2004; Dubarry, 2000) and latter LINNEMANN (1966), the demand between two countries for tourism depends on three categories of factors; driving factors ( of the origin), attractive (of the destination) and the resistance factors (individually between an origin and a specific destination)

Push factors, sometimes called "diffusers" factors, are the characteristics of a population in a market that encourages origin travel.

Push factors (the origin)

a. Size of population

b. GDP (gross domestic) and revenue trends

c. Distribution of income

d. Distribution of education

e. Distribution of age

f. Time for fun

g. Family structure

h. Momentum (inertia)

Pull factors (destination)

a. Friends / relatives

b. Climate / weather

c. Commercial links

d. The social / cultural

e. Destination marketing programs

f. Distribution channels

g. Attractive destination

h. Special events

i. Additional destinations

j. Habits

3. Resistant factors

a. Prices

i. The price of the product (products)

ii. Prices of substitutes

iii. Prices of participants

iv. Needs prices

v. Exchange rate

vi. Taxes and fees

b. Actions of competitors

c. Supply capacity

d. Distance

e. Travel time

f. Place of origin where exchange shall be carried out

g. Border controls, customs and other border formalities

h. Taxes arrival / departure and terminal fees

i. War / terrorism / crime / social unrest

j. Natural and man-made disasters

k. Physical obstacles

Figure I; Potential explanatory variables in a regression model to forecast tourism demands

For example, if everything else is equal, a large population of a region will generate more trips than a smaller population.

Momentum-boost, push, "mobility" force, refers to the effects of custom, recommendations of friends or relatives, institutional relations and other factors that may trigger the requirements of a certain origin.

Pull factors are those factors that attract visitors to a destination to impose. Visits to friends and relatives is a primary motivation for visiting that has for purpose entertainment, and cities that have mostly ethnic populations may especially benefit from this type of travel. Commercial include presence of major offices of large corporates in destination, or having a concentration of financial or manufacturing firms. The social / cultural ties might include ethnic neighborhood or particular institutions, cultural centers, religious sites, museums and monuments. Religious similarities between the two countries may also be a strong influence to carry travel between them. Such other factors include the similarity of language and presence in a state (country) in a population with residents of another state (country)

Stable factors (resistance) include those factors that bind to travel between the country of origin i and a destination j. For example price is a modifier of resistance, because more powerful travelers have limited incomes, especially in relation to their everyday and long-term needs. From this point of view we will try to explain tourism flows originating from the Bulgaria addressed to Albania.

METHODOLOGY

The methodology is based on secondary data collection and processing . There are assembled time series of annual arrivals during 1999-2010 period and quarterly arrivals series during 2005-2010 period. The market share is calculated as the ratio of total annual Bulgarian arrivals. The growth rate is calculated as a percentage of current arrivals to an earlier period. While the growth trend is calculated as a simple regression equation coefficient depending on time period. Seasonality coefficient is calculated as a component of seasonality, in the decomposition model. While studying the behavior of Italian tourists included a choice of 88 questionnaire.The choice was distributed throughout the year according to this chart. The level of Accuracy tends to be ± 10%. The calendar is filling:

MAY

JUNE

JULY

AGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

MARCH

APRIL

7

7

14

14

7

5

5

10

5

3

5

6

Table 1; The calendar for filling the questionnaires.

ITALIAN TOURISTIC DEMAND.

Graphic 1. The number of Italian tourists coming in Albania during 1999-2000.

Italy demand graph shows a steady increase for the period 1999-2010, with the exception of a slight decline for 2003. Average tourist arrivals for this market is 62,214 / year. The number of tourists / residents is 0.0012 tourists. Market share graph shows a steady decline in market share from 2001 onwards, from 13.6% to 5.17% (more than half). This shows that despite the fact that this market is growing, is growing more slowly than the total market.

Graphic 2. The share of Italian touristic demand from the total of touristic demand.

Market share (average of the years 1999-2010) is 8.9% while for the period 1999-2009 was 9.27%. Growth chart, shows the reduction in 2003 of approximately -3%, while the largest increase has been in 2005 with 20% and 2007 by 25%. Italy average increase of 10.95% with a deviation of ±0.7%. There is a positive trend in these 12 years with the coefficient of 0.013

Graphic 3. The growth rate of Italian touristic demand between the period 1999-2010.

Average growth rate for 2010 is 12.05% while in 2009 it was 10.65%.

Graphic 4. Trend of long-term growth of touristic demand for the period 1999-2010 Highest seasonality coefficient of the third quarter (July-September period) of 1.54, second quarter (October-December period) with coefficient 0.9, the fourth quarter (January-March period) with the coefficient of 0.87, and the first quarter(April-June period) with coefficient 0.7. So we can say that Italy has a peak period in July-August-September, while in the rest of the year varies little demand. Quarterly average is 23,439 tourists, while the trend has weighting 744.9.

Graphic 5. 3-months demand of Italian tourists for Albania. The period belongs to january 2005-june2011.

This in terms of arrivals in Albania but let's see what type of tourists are Italians; Following conclusions have emerged from the study "Flash EB No 291– Survey on the attitudes of Europeans towards tourism, wave 2"

Italians make fewer trips (short or long) than other Europeans. About 42% of them have not made any trip in 2009.

Also they make less short holiday than the European average. About 50% of those had not traveled any short trip in 2009. However, this rate was slightly lower than the European average, while the previous rate (that of total trips) is much lower.

The Italians do a little more long holidays than the European average. 20% of Italians who have traveled have not done any long journey. Which means that the Italians have more tendency to make long than short vacation.

Italians are tourists who travel primarily for absolute rest, more than the rest of the Europeans (higher rates compared to other European countries with the Hungarians), about sun and sea, (less than the European average), culture / religion (it is one of the highest values for Europeans). They do not like very much nature, travel to cities and sports related activities.

The use of transport by plane, by boat, is as the European average, while the use of the train more than the European average (similar to eastern countries like Poland, Romania), bus use is less than the European average (in terms that are same as the peoples of the countries as Austria and Finland). They use alternative means of transportation relatively more (as autostop), just like Englishman, Hungarian and Romanian.

Much of Italians organized the trip by itself, (more than Europeans). A big part of Italian tourists reserves special elements of travel through travel agents, less reserve the whole journey via the internet, a small number of Italians book all the journey through travel agencies (less than the average Europeans).

55% of Italians seek traditional destinations, compared to 57% of Europeans.

From an emerging destination they require more local culture, lifestyle and traditions, the best value for money (may require more than the European average), a better quality environment. They are tourists who tend more towards the lower price, more towards high quality.

Italians almost 50% get information from the internet and the recommendations of friends and relatives. They use extremely travel agencies to obtain information, although they do not reserve through travel agencies, (the nearly twice of the European average). Other resources occupy less weight. Therefore mainly rely on the opinion of others; other tourists, friends or relatives and travel experts.

Attractions that attract Italian tourists are environment, culture, and the arts (much more than Europeans). Less than average Europeans attract entertainment.

There are more domestic travelers (56%) than Europeans (41%).

Favorite destinations for Italians are France with 5% of total Italian tourist flow and Spain with 4%.

44% of Italians (60,340,328 inhabitants) travel abroad, 19% within the EU (11,465,042 tourists), 1% travel within Europe, but outside the EU (603,404 tourists, compared with 125,000 Italian tourists for 2010). So we can say that the Italian touristic market is unused for Albania. The challenge is to seek not just holiday, but service quality, culture and activities

DESCRIPTION OF ITALIAN DEMAND FOR TOURISM IN ALBANIA

Socio-demographic profile: Italian respondents are mostly 26-40 years of age with 41-55 years of age accounts for about 82% of the selection. Marital status of the respondents was about ½ married, about 1/3 coexisted and the rest single. The average of number of children is 2, (50% of the market). Are mainly employed (about half of the respondents), employed (about 2/5), students (about 1/10). Social group: Only 1/10 of them are skilled workers, and the rest (almost equally) composed of officers, staff, senior officials, managers and other military. Education: 2/5 have secondary education plus professional and 3/5 have higher education. Income: bulk market (about 2/5) have incomes between 1000-2500 euro, approximately 1/3 of income between 2500-4000 euro. Other income levels (either lower or higher) represent a very small percentage

Touristic behavior in general: the number of holidays taken in one year: roughly 2/3 of Italians arriving in Albania take vacations twice a year. According to Gallup, 18% of Italians take vacations once a year, 9.5% twice, 9% three times. This shows that in Albania arrives mainly those Italian who are able to relax more than once a year. Albania is an international destination for Italians, so it will be chosen by people who travel more. While a small fraction (14%) of Italian tourists who takes only one vacation a year, are Albanians with Italian citizenship who consume only break in their country of origin. The total amount of Italian holidays per year: mainly 1/2 of them rest for 2-3 weeks, a smaller part of about 2/5 rest for 1 week. Only 5% of Italians arriving in Albania relax more than a month. Italians travel motives for arriving in Albania are mainly motives escaping from the reality / relax (about ½), followed by strengthening relations / connections (about 1/3), to discover new things (about 1/5) and very few for self-development

Tourist behavior during travel: mainly Italians arriving in Albania have visited it between 2-5 times (about 2/5), then, those visited Albania more than 6 times (approximately 1/3), and approximately 15% of Italians visit our site for the first time. 1/5 of them have frequently visited Albania. (Albanian people with italian passport, Albanians married to Italians or Italian people who have business in Albania). Italians residence time is: mostly they stay for 2-5 nights (1/3 of them), or 8-14 nights (1/3 too), less stay for 6-7 nights (about 1/5 of them). 1/10 stay for more time (can stay a long time in Albania, have bought houses or homes to Durrës or Divjaka area).

Graphic 6 ; Number of times Italian tourists are coming to Albania.

Reasons for the arrival of Italians in Albania are: approximately 1/10 to rest, 2/5 for business, about 1/3 for holidays and family events (cases of mixed couples), 1/4 transit, and 1/5 for the holidays and business. In total, about 1/2 of the Italians comes for holiday, about 2/5 for business and 1/3 for family events.

Graphic 7. The motives Italian tourists are coming Albania.

Meanwhile, according to Gallup 1/5 of Italians visit their friends and relatives. But this is for the Italian market in the origin country. Of course relates more to the fact in what country they travel. Italians in Albania travel mainly with his / her spouse (any two of five of them), only by themselves (each one by five people), or with the family (the same ratio as in the case of single trip). Italians do not travel with travel agency in Albania (as traveling and very little Italian travel agencies in general). Meanwhile, according to Gallup, 69% of Italians organize the trip themselves, 3.5% of Italians travel with travel agencies, (lower rates together with Lithuanians, Hungarians and Croats). Italians costs: spend mainly between 30-50 euros (approximately 1/3 of tourists in Albania) for day, then 50-100 euro and 100-300 euro spend 1/5 of the Italian tourists. 1/10 spend less than 30 euro per day (visiting family and friends). Only 5% spend between 300-500 euro (business market).

Graphic 8. The daily spending of Italian tourists in Albania.

Italians stay forms are: approximately 2/3 of staying in hotels, less than 1/3 stay in the family or friends, the rest stay in rooms for rent, rental homes, and touristic resorts. Form of transportation: about 1/2 come by plane, less than 1/2 of their by car, the remaining by bus. According Gallup approximately 2/3 of Italians travel by plane, approximately 2/3 by cars (or engines). Naturally forms of travel will depend on the country where it started, in Italy, and what the purpose and travel model is: approximately 2/5 of Italians arriving in Albania, see it as a single destination, 1/5 see it as a stop during the way, for example, in one case an Italian tourist get from Durres to go to Macedonia, sleep a night in Pogradec. 1/10 do a regional tour (for example, two young couples without children who arrived in Durres, had seen Dhërmi, Saranda, Berat and Gjirokastra will go in Ioannina, so they were doing a regional tour). 1/5 serves as a base camp (staying mainly in Albania, but visiting around areas). This happens mainly with those tourists who have a base in Albania (a family or social links), but their interest is broader than Albania. 1/5 is a chain travel. In a case, Italian tourist leave their car and travel from Italy to northern Balkans, entering the country and probably continue on, without having a main destination.

Graphic 9: The travel pattern of Italian tourists coming Albania.

Source of information: about 1/2 take information from friends and relatives, about 1/3 from the travel agencies. Approximately 5% of the information received from guides and travel books, and 1/10 of your friends and friends and travel guides.

Graphic 10:The information sources of Italian tourists coming in Albania.

Italians choose Albania mainly for cheap prices (approximately 1/3), to know new places (approximately 2/5), for a broad category of activities (less than 2/5). While 12% of Italians in origin are seeking new destinations (emerging destinations) for cheaper prices, but 26% seek better value for money (best ratio quality / price), a true challenge for Albania

Graphic 11: The reasons choosing Albania from Italian tourists.

Type of Italian tourists who come to Albania: approximately 2/3 are natural tourists, approximately 2/5 are cultural tourists, while 1/3 are industrial tourists. We should note that there is no simple natural tourists (i.e choice for nature is always accompanied). Even curiosity / exotism is a choice associated with natural and cultural tourism (i.e Italians are tourists more exigent than the others). While 48% of Italians in origin require rest / recreation. Because Italians do not come to the sea and the sun in Albania, they come naturally for culture, nature, holiday, etc.

Perception of destinations in the region by the Italians

-The Italians level of risk in the region is perceived: High to Montenegro, Macedonia follows, as a high-risk country, Albania, Turkey, Croatia, Greece, Italy.

    - As for entry and exit facilities: as the most difficult to catch (enter and exit) seen Turkey, bit hard Montenegro, Croatia, Macedonia, Greece, Albania, Italy.

   - Most expensive travel package for Italians is Greece, little cheaper Croatia, Montenegro, Turkey, Albania, Macedonia, Italy.

    - Quality travel for Italians is lower in Albania, little more qualitative Macedonia, Montenegro, Turkey, Greece, Croatia, Italy.

    - Information on Italian destinations considered poor for Macedonia, a little more information for Albania, Montenegro, Croatia, Turkey, Greece, Italy.

    -Hospitality from the Italians is considered lower in Macedonia, somewhat better in Croatia, followed by Italy, Montenegro, Greece, Albania, Turkey.

Activities performed better in Italian market are absolute rest, food and beverage, new friends, swimming, culture-art, sunbathing, visit attractions, navigation, business, sports viewing, bike, panoramic landscapes, hobbies, kids games, sports adventure and nature study.

The Italians say that 82% will be returned and 18% do not know.

Italians appreciate quality: accommodation: mostly neutral 50%, and good (1/5). Average rating for quality of accommodation is 2.95. In food and beverage: same as in the hotel. Average rating for restoring quality is higher than that of the hotels (3.18). In transportation: mostly bad (1/3) and neutral (approximately 1/3), less good (about 1/5). Average rating for quality of transport is 2.55. Information: very bad and evil (1/2 responses) and neutral about 1/5. Average rating for quality of information is 2.55.

Estimated price: accommodation: mainly neutral (in half of the cases), and higher in 1/5 of the cases. Average rating for accommodation price is 2.91. In food and beverage: mostly neutral in 3/4 cases, and high in 1/5 cases. Average price rating of restoring is 2.77. In transport: mainly neutral (in 2/3 of cases) and high in 1/5 cases. Average rating for transport price is 2.82. Other services: mainly neutral (in 2/3 of cases) and high (in 1/3 of the cases). Average price assessment services is 2.86

Evaluation of report quality / price: accommodation: mostly good (in 1/3 of the cases) and neutral (if 1/3 of cases). Average rating for report quality / price for accommodation is 3.18. Food and beverage: neutral and good (each 1/3 of cases). Average rating for quality report / price food and beverage is 3.5. In transportation: mostly bad (in 1/3 of cases), neutral (less than 1/3), good (1/5 cases). Average rating for report quality / price is 3.14 shipping. Other services: mostly bad (in half of the cases), neutral (in 1/3 of the cases). Average rating for report quality / price for other services is 2.45.

APPENDIX

AGE

UNDER 18 YEARS

19-25 YEARS

26-40 YEARS

41-55 YEARS

OVER 55 YEARS

4.5

9.1

45.5

36.4

4.5

Table 2 ; Age of Italian tourists coming Albania.

FEMALE

MALE

GENDER 40.9

59.1

Table 3; Gender

MARRIED

SINGLE

COEXISTS

54.5

27.3

18.2

Table 4; Marrital status

EMPLOYED

SELF-EMPLOYED

STUDENT

PENSIONER

HOUSEWIVES

OTHER

47.6

38.1

9.4

4.8

Table 5; Employement.

UNDER 1000 Euro

1000-2500 Euro

2500-4000 Euro

4000-8000 Euro

8000-20000 Euro

MORE THEN 20000 Euro

9.5

42.9

28.6

9.5

9.5

Table 6: Month incoming.

1 TIME

2 TIMES

3 TIMES

MORE THEN 3 TIMES

2 OR 3 TIMES

13.6

59.1

13.6

9.1

4.5

Table 7 : Number of vacation taken from Italian tourists in their own country coming Albania, in one year.

1 WEEKEND

1 WEEK

2-3 WEEKS

ONE MONTH

MORE

13.6

18.2

50

13.6

4.5

Table 8; Duration of vacations taken from Italian torists coming Albania , in their own country, in one year.

FIRST TIME

2-5 TIMES

6 TIMES OR MORE

OTHER

13.6

40.9

27.3

18.2

Table 9: Number of visits of Italian tourists in Albania.

1 Nate

2-5 Nete

6-7 Nete

8-14 Nete

3 Jave

1 Muaj

Tjeter

Itali

0

31.8

18.2

31.8

9.1

9.1

Table 10: Duration of the courrent visit in Albania

NOVELTY

ESCAPE/RELAKS

RELATIONSHIP STRENGTH

SELF-DEVELOPMENT

18.2

45.5

27.3

9.1

Table 11: Motives of travel of Italian tourists coming Albania

TOURISM

BUSSINESS

VFR

TRANSIT

53.6

36.4

31.3

22.7

Table 12; Reasens of visiting Albania from Italian torists.

ALONE

WITH WIFE/HUSBAND

WITH CHILDREN

WITH FRIENDS

GROUP TOUR

WITH FAMILY

22.7

36.4

13.6

13.6

22.7

Table 13; Group pattern of Italian tourists visiting Albania.

UNDER 30 Euro

30-50 Euro

50-100 Euro

100-300 Euro

300-500 Euro

500-1000 Euro

13.6

36.4

22.7

22.7

4.5

Table 14; Daily spending

Hotel

FRIENDS OR RELATIVES

CAMPING AND CARAVANS

RENT ROOMS

TOURISTC VILLAGES

TOURISTIC RESORTS

RENT HOUSE

SPA/CENTER OF HEALTH

OTHERS

63.6

27.2

13.6

9.1

9

Table 15; Acomodation forms.

AIRPLANE

PERSONAL CAR

BUS

BOAT

OTHER

54.5

45.3

9

18

Table 16; Transport forms.

ONE DESTINATION

STOP DURING THE JOURNEY

DESTINATION SERVE AS A CAMP BASE

REGIONAL TOUR

INCLOUSIVE TOUR

36.4

18.2

18.2

9.1

18.2

Table 17; Travel pattern.

RELATIVES AND FRIENDS

TRAVEL AGENTS

ADVERTISING AND TV

TRAVEL GUIDES

OTHER

68.2

27.3

13.6

Table 18: Information sources of Italian tourists coming Albania.

HABIT

STOP DURING THE JOURNEY

LOW PRICE

KONWING NEW PLACES

HOSPITALITY QUALITY

A WIDE RANGE OF ACTIVITIES

OTHER

13.6

13.6

27.2

22.7

9

18.1

4.5

Table 19: Reasen of choosing Albania.

NATYRAL WEALTH

CULTURAL ASPECTS

REST

CURIOSITY/ECSOTISM

GASTRONOMY

INDUSTRIAL TOURISM

SPORT ACTIVITY

OTHER

63.5

40.8

22.7

13.6

31.8

9.1

Table 20; Tourist tipe.