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The Role of Big Data in Promoting Sustainable Tourism Practices in Albania: Proposal for a National Intelligent Tourism Platform

Author

Listed:
  • Alma Zhilla

    (Fan S.Noli University, Faculty of Economic Tourism, Department of Marketing -Tourism, Rilindasit 11, Korca, Albania)

Abstract

In the context of digital transformation, Big Data has become a vital instrument in promoting sustainable tourism. This study aims to explore the potential of Big Data analytics to support sustainable tourism development in Albania, with a specific focus on designing a National Intelligent Tourism Platform (NITP). The main objective is to assess how real-time data, when properly collected and utilized, can enhance decision-making, optimize resource allocation, and minimize the environmental and social impacts of tourism activities.The research adopts a mixed-methods approach, combining primary data collected through structured questionnaires with 90 tourists and semi-structured interviews with 20 tourism-related businesses,5 experts in the fields of technology and 5 legal frameworks, alongside secondary data from national statistics, legal documents, and international reports. The findings indicate that Big Data can significantly improve tourism planning, visitor flow management, and sustainability monitoring. However, challenges such as fragmented data sources, inadequate digital infrastructure, and limited institutional coordination persist. The study concludes with six strategic recommendations for the development and governance of the Albanian NITP, emphasizing the need for cross-sectoral collaboration, standardization of data protocols, and investment in digital capacities. By addressing these factors, Albania has the potential to become a regional model for data-driven and sustainable tourism management.

Suggested Citation

  • Alma Zhilla, 2025. "The Role of Big Data in Promoting Sustainable Tourism Practices in Albania: Proposal for a National Intelligent Tourism Platform," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, vol. 28(2), pages 63-82.
    • Handle: RePEc:boh:actaub:v:28:y:2025:i:2:p:63-82
    DOI: 10.32725/acta.2025.009
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    References listed on IDEAS

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    1. World Bank, 2025. "Global Economic Prospects, January 2025," World Bank Publications - Books, The World Bank Group, number 42452, April.
    2. Carlos Rodríguez & Carmen Florido & Marta Jacob, 2020. "Circular Economy Contributions to the Tourism Sector: A Critical Literature Review," Sustainability, MDPI, vol. 12(11), pages 1-27, May.
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    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • L88 - Industrial Organization - - Industry Studies: Services - - - Government Policy
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • P48 - Political Economy and Comparative Economic Systems - - Other Economic Systems - - - Legal Institutions; Property Rights; Natural Resources; Energy; Environment; Regional Studies

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