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Abstract |
The analyze of the tourism cities within Albania show that communities as emerged tourism destination offer culture, tradition and events, and also, show us that events and festivals have the capacity to celebrate community identity particularly in multi-cultural events and festivals. The involvement of local community in creating opportunities and furthermore, competitive advantages, is very important for management and marketing of events and festivals, especially in multi-cultural communities. The research investigates the different interpretations of community, the concept of communities and the role of events and festivals in articulating community identity within distinct localities. It is necessary the compilation of a strategic marketing plan which will involve the community in tourism events and festivals, which at last will follow up with sustainability. Drafting perfect marketing strategies is always one side of the management task that should not be underestimated. This task becomes extremely difficult since in many cases a direct conflict exists between the site managers who to keep restricted numbers of visitors for preservation reasons, local people who look the events as a way to generate revenues, and national governments who like to use its image as a marketing device. Heritage and Cultural Tourism is the most important part of the Albanian tourism product and successful element of the national economy. Albania is considered as a new cultural destination in the tourism marketplace, as a Balkan country of dramatic natural beauty, with a wealth of historic buildings and ancient archaeological sites that can compare, for interest and variety with any in the Mediterranean world. |
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