TERRITORIAL MARKETING FOR DEVELOPMENT OF TOURISM

Marketing approach is very important for attracting human, material, financial innovations and other resources on the competitive market. The use of marketing management principles in territorial development can be considered as a key indicator of success, maximizing the needs of its residents in public services and benefits, creating more attractive living conditions in comparison with other areas, and developing commercial and non-commercial structures. The current economic crisis, the return of emigrants and the new approach of the government has led to the development of the concept known as territorial marketing especially in coastal cities of Albania but also in mountainous areas of the country. These territories have invested mainly in the improvement of infrastructure to develop and promote the tourism. Also the informal and traditional life style, and the contact with nature that characterize rural regions put them in a unique position to respond to the growing concern of citizens about the quality of life in general, and about quality, health, safety, personal development and leisure in particular. Many activities are organized to meet the demand of target customers such as special events, to help the enhancement of the overall territory as a product. The study describes various areas of marketing activity of local authorities in five territorial units in the context of development of domestic tourism. In such context, the territory becomes a product attracting attention and providing benefits to businesses and community operating in it.