Sustainable Tourism as enhancer for Branding Gjirokastra

Sustainable tourism emerges as a pivotal strategy for enhancing the branded image of Gjirokastra, a UNESCO World Heritage Site in Albania. The study identifies three key sustainable tourism categories—cultural routes, creative tourism, and accessible tourism—as effective tools for fostering cultural tourism and achieving regional development. Unlike broader approaches, this research emphasizes a selective, place-based methodology tailored to Gjirokastra's unique attributes, including its built environment, hallmark events, and historical significance. Leveraging SWOT analysis and questionnaires, the study highlights case studies of well-known attractions to demonstrate how sustainable tourism can strengthen branding in regions with underdeveloped economic or social foundations.

Jojic, S. (2021). Sustainable Tourism as enhancer for Branding Gjirokastra. The Scientific Journal of the Observatory of Mediterranean Basin, 7(Issue 7). https://doi.org/10.37199/o41007108