Smart Tirana

25 Pages·2017·1.27 MB·Italian

sustainability
Article
Smart Tirana
AntonellaLerario*,AntoniettaVarasano,SilviaDiTuriandNicolaMaiellaro ID
ConstructionTechnologiesInstitute—NationalResearchCouncilofItaly,70124Bari,Italy;
[email protected](A.V.);[email protected](S.D.T.);[email protected](N.M.)
* Correspondence:[email protected];Tel.:[phone]
Received:31October2017;Accepted:12November2017;Published:15December2017
Abstract: Albaniarepresentsaninterestingcaseofanewlyemergingdestinationintheinternational
touristmarket,withintensivepressurescomingfromseasonalvisitflowsandtherelatedimpactson
theenvironment. TheAlbanianCultureMarketingStrategy,whilecorrectlyfocusingonheritagefor
thede-seasoningofvisitsincongestedareasandforawareness-raisingaboutthecountry’scultural
identity among tourists and residents, presents some limitations in the definition of application
patterns and concrete solutions. In particular, the active contribution of potential users, of ICTs
and,inparticular,thepotentialitiesofwidespreadtoolssuchasmobileappsseemtobeoverlooked.
Inthisarticle,thecurrentscenariooftheAlbaniantourismsector,withparticularemphasisonthe
culturalsegment,ispresentedthroughadetailedanalysisofrelevantprogramdocumentsinorderto
outlinestrengthsandweaknessesoftheunderlyingapproach. Then,thepotentialcontributionof
mobileappstothesustainabledevelopmentofdestinationsareanalyzedandthemarketofavailable
technologiesispresentedthroughataxonomyofaconsistentnumberofrepresentativecases. Finally,
theSOS-Tiranaappispresentedanditsadequatenesstothecontextisdiscussed.
Keywords: mobile-app;totalheritage;sustainabletourism;culturalheritage;socialsustainability;
Albaniantourism
1. Introduction
Inthelastdecades,Albaniahasexperiencedthegrowthofitsreputationonthetouristdestination
marketintheMediterraneanbasin,inanevolutionprocesswhichstartedin1992that,characterizedas
“theWakingSleepingBeauty”,ledittotherankofthemostrecommendeddestinationin2011[1].
Muchofthecreditforthisbelongstoitspeculiargeographicconformation, thatconcentrates
manysitesandpointsofinterestsinarelativelysmallarea. Otherreasonsaretobefoundinthehuge
amountandvarietyofthebuiltenvironment,resultingfromsubsequentstratifications[2]andinthe
equallyrichandvariegatednaturalresources: mountainareasandbeachescanbeoftenvisitedwithin
asingleday. Actually, evenifwecannottalkabout‘mass’tourism, coastalzonesinparticularare
currently(morepreciselysince2015)thesceneofa“tourismboom”,demonstratedbytheabundanceof
resortsbuilttosupportthe‘sea-and-sand’segment,withanintensiveanduncontrolleddevelopment,
notsupportedthroughadequateinfrastructuringprocesses. Nevertheless,itisestimatedthat80%of
totalcoastsstillremainuntouchedbyhumanmodifications[3].
Alreadyin2010,thegrowthrateinthenumberofvisitorswasmuchhigherthanintheother
countries of the region, with 50% of yearly arrivals concentrated in July and August. Most flows
(72%in2010)occurbyroad,thusproducingconsiderableimpactsontheecosystemandonthewhole
territorywithspecificreferencetotransport.
Indeed,anothermassiveheritageremainsundiscovered,whichisrepresentedbyinlandareas
that—differently from coastal zones, gradually abandoned in time by their inhabitants for their
undefendednatureagainsthostileattacksandonlyrecentlyre-evaluated—representthemostgenuine
andprofoundexpressionoflocalcommunities’culture.
Sustainability2017,9,2338;doi:10.3390/su9122338 www.mdpi.com/journal/sustainability
Sustainability2017,9,2338 2of25
Otherremarkablefeaturesofthescenearetheincreaseinthenumberofvisitstobiggertowns’
attractions,theestablishingofaspecificinterestamongnon-residentAlbaniansandtheemergingof
threefast-growingsegments: culturaltourism,adventuretourismandecotourism[2]. Thelimited
increaseintherelatedrevenuesshowsariseinthenumberoflow-incomevisitorsandadecreasein
thedurationofstays.
In this context, the paper describes a research carried out at the Construction Technologies
Institute—NationalResearchCouncilofItaly. BasedonadetailedanalysisoftheAlbaniantourism
sector,withitspotentialitiesandgapsinsustainabilityandconcretetoolsforitsachievement,itaims
topresentonepossiblesolutioninthefieldofmobileapps. Theobjectiveofthestudyistogiveand
discussatoolforthepromotionofTirana’s“totalheritage”.
Theaimoftheresearchistoamplifytheso-called“wow-effect”,centralinthecurrentAlbanian
promotionstrategy,consideringthecomplexofcomponentsthatvisitorsmeetinlocalcontexts,from
historytosocialsystems,valuesandsurroundinginwhichheisimmersed.
Theframeworkusedintheresearcharticulatesasfollows.
Firstly, a description of the tourist sector of Albania is presented, as deduced from available
literatureandmediareportsandaboveallfrommajortechnicalreportthatformthebasisoftheofficial
NationalpromotionStrategy. Then,thearticleanalyzeswithacriticallenstheStrategyadoptedby
thecentralgovernment,byfocusingonitsgroundprinciples,governance-relatedissuesandaction
instruments and matching it against, on one hand, conceptual references that can be found in the
internationalscientificdiscourseand,ontheotherhand,actualsignsof‘whatishappeninginAlbania’
fromamoreconcreteperspective. Thisaimsatderivingameasureofthedistanceexistingbetweenthe
country’sneedsandpossiblesolutionsandgiveatangiblecontribution,inthefieldofICTs,asbefitting
aspossible.
Secondly,therelationshipbetweensustainablesmarttourismandmobileapplicationsisexplored
withareviewprocessinordertoidentifytheusefulnessofamobileappfromthepointsofviewof
touristanddestination.
Inthefollowingparagraphs,adeskresearchonthemarketofavailablemobileappsrelatedto
theAlbanianheritage,supportingtourismandknowledgeofthecountry,isthenpresented,through
a taxonomy that identifies the strengths and weaknesses of the different solutions adopted; then,
thedesignanddevelopmentprocessofour‘SOS-Tirana’appisexplained.
Lastly,theachievementsoftheresearchworkarewidelydiscussed,analyzingtheresultsandthe
innovativenessofthedesignedapp.
Theresearchissignificantbecauseitfocusesontheactiveroleoftouristsandresidentsatthe
sametime,throughtheapptool. Itpromotesthecreationandvalorizationoflocalresourcesthrough
theeaseofaccesstoattractions,asenseofbelongingtotheculturalheritage,theabilitytoengagethe
end-user,thepossibilityfordifferentvisitorstomakepersonalplanningandpaths.
The ultimateambition ofthe work isto contributeto the overcoming ofthe negativeview of
thecountryperceivedabroadinordertoprovideanewimageofAlbaniaintheinternationalscene,
triggering,throughthe“SOS-Tirana”app,aprocessofre-appropriationofidentitybylocalpopulation.
2. TheAlbanianTourismSector: LightsandShadowsofCurrentScenario
ThecurrentscenarioofAlbaniarevealsacountrythat,inaregionmarkedbythemono-focus
specializationofneighbouringnations(Greece,Turkey,Croatia)inthesea-and-sandsegment,hasa
uniqueopportunitytodistinguishitselfinthemarket,outofaheavycompetitionofferingnarrow
profitmargins,thankstothemanifoldcharacterofitsheritage.
Actually,thecountryhasnotcreatedareal,strong‘image’or,inmarketingterms,a‘brand’in
thetourismsector;tounderstandthereasonsforthis,historical,politicalandsocialfactorsneedtobe
considered,andsectorpoliciesneedtobelookedatfromacriticalperspective.
Sustainability2017,9,2338 3of25
First of all, the studies and analysis which have been carried out [1,3–5], as well as program
documents, agree on the absence of a real awareness of Albania as a tourist product both among
touristsandamongAlbanianthemselves.
Indeed,thisissuehasbeenthoroughlyanalyzedin[6–8]: duetoahardandachingpast,afterthe
1990s,themaintrendwasthedestructionofanythingthatcouldrecallthecommunistregime,inall
itstangibleandintangiblerepercussiononthepeople’slife. Uptonow,againsttheawarenessofthe
strategicroleoftourismforthecountry’seconomicgrowth,thearchitecturalheritage,forexample,has
notreceivedequalattention,totheextentthattheheritage-relatedstrategyhasbeenlong‘included’in
thewidertourismstrategy[9]. Understandably,aconsciousstrategyforthepromotionabroadofa
culturalpatrimonythateveryonehaspreferredtoeraseinordertotakeonaradicalrestarthasnever
comeintofulfilment.
In the last decades, Albania has been—and is still—engaged in a very challenging phase of
re-creation of its identity and of its presence in the international scenario, made more demanding
throughtheneedtoruboutitsnegativereputationabroad[1,2,10,11]. Manyeffortsarebeingmade
here, showing a newly-acquired consciousness of the need to reconnect to other countries to face
togethercommonchallenges. TheprocesstowardsthealignmentandtheratificationofEuropeanand
UNESCOinstrumentsisveryrecent[12].
Up to now, although three years have passed since the Draft National Tourism Strategy for
2014–2020,tourismhasnotyetanadoptedstrategyforsustainabledevelopment,asassessedthrough
the‘performanceaudit’carriedoutbytheSupremeStateAuditbody(SSA)intheformerMinistryof
EconomicDevelopment,Trade,TourismandEnterprise. Asamatteroffact,thedraftfortheperiod
2017to2022resultedasbeingbasedonunrealisticdata[13].
For this reason, and given that tourism and cultural heritage are strictly intertwined in the
development process of the country, we are of the view that the document that can best give an
exhaustivepictureoftheofficialpositionandofcurrentpoliciesinthetourismsector,alongsidethe
TourismStrategyofAlbania[4],isabovealltheAlbanianCultureMarketingStrategy[2].
Ontheotherhand,aswillbeshowninthefollowing,culturalheritage,thatuntilrecenttimes[12]
didnothaveadedicatedstrategybutwasinstead—andstillisbeing—broughtwithinthebordersof
thewidernationaltourismstrategy,isincreasinglyregardedasbeingcrucialfortourismdevelopment,
toapointthatitisconsideredstrictlyfunctionaltoit. Itmakessense,then,whendiscussingontourism
inAlbania,tofocusattentiononculturalheritage,alsoatthelevelofreferencedocuments.
Thecurrentnationalstrategyforculturemarketinginthedevelopmentoftourismhasclearly
stressedtwomainobjectives:
• TheimprovementofthenegativeperceptionofAlbaniaabroad;
• Theincreaseofrevenuesfromtouristactivities.
Theformeriscloselyintertwinedwithastrongintenttopromoteculturalheritagealsoamong
Albanians to stimulate pride and sense of belonging to a precise collective and territorial identity.
Therefore, at least in propositions, the national strategy is marked through actions having twin
targets: tourists and residents. The latter clearly reveals the instrumental character, in monetary
terms,ofanyresource‘expendable’onthetouristmarket,and,then,alsoofculturalheritage. Apart
fromexpressedgoals,thestrategyadoptedbythegovernmentundeniablypresentssomeinteresting
elements: themethodologyformarketanalysis,theintroductionofrelativelynewconceptsandthe
instrumentsforaction.
2.1. AnalysisMethodology
Thenationalstrategyisbasedonanacuteandexhaustivemarketanalysis,exploringrationally
and in detail potentialities, limitations and characters of the ‘product’, target profiling and future
directions. Potentialities have been described above; about Albania’s negative image, three main
causesareidentified[2]:
Sustainability2017,9,2338 4of25
• Historicaleventsandtheconsequencesofdictatorialregimes:impoverishment,underdevelopment
• Thelimitedcoverageofforeignmedia
• Thelackofinformationonresources
thelatterbeingresponsiblealsoforthepoorawarenessamongresidents.
Intheliteratureavailable,manysourcesagreeonthefactthatAlbaniaisassociated,abroad,witha
negativeimage[1,2,10,11]. TheanalysesofHall[14]andHeusinger[10]gobeyondthis,leadingto
admitthepossibleexistenceofadifficult,mutualmistrustrelationshipbetweentheAlbaniansand,
ingeneral,otherpeoples,stressingthefactthat,atthesametime,alsoforeignersandinternational
touristsappeartobemisunderstoodwithinthecountry.
Toacertainextent,uptorecenttimes,thissituationcouldbeconfirmedinfacts; and,indeed,
suchmistrustoftheAlbaniantowardsallthatis‘foreign’maybetheinheritanceofyearsofisolation
inwhich, althoughtourismwasnotexpresslyforbidden, asharpseparationbetweentouristsand
residents was actually pursued in the use of places and transport means [14] and in many other
practicalrespectsthroughtheso-called‘prescriptivetourism’[7].
What,instead,canbewitnessedincurrenttimesisthefactthatsomecountriesareseekingways
togetclosertoAlbania,havinggraspeditspotential,aboveallthankstothevalueofitsculturaland
naturalheritage. Ameaningfulexampleofthisisrepresentedbytherecentcalllaunchedfor2018
bythelocalUSEmbassyforheritagepreservationprojects,inwhichthedirectsupporttoUStreaty
maintainingorthecreationofbilateralagreements,withadirectinvolvementofthefinancingbodyin
themanagementsphere,asaclearsignofawarenessandunderstandingofpotentialsuccess[15].Justas
importantisthesupportattheoperationallevel,offeredbytheAlbanian–AmericanDevelopment
Foundation,forknowledgetransferandlocalcommunities’enablementinheritagemanagementwith
newtechnologiesandskills,throughanumberofprojects. SomeexamplesaretheSupportProgram
fortheNationalParkofButrint,theRegionalRestorationCamps(atrainingprogramontheoryand
practiceofrestorationtechniquesforlocalresidents)andthecreationof‘CultureCorps’(anexperience
ofknow-howtransfertolocalstakeholderonculturalentrepreneurship)[16]. Tothis,EUsupportto
builtheritagepreservationprojectsandtheengagementoftheInternationalMonetaryFundforthe
implementationofafinancialdisciplineprogramandtheincreaseofadedicatedbudgetcanbeadded,
aswellasthemanifoldsupportfromforeignfoundationscitedin[17].
ThemainproblemsofAlbaniandestinationshavebeenidentifiedintheofficialstrategyin
• Inadequateinfrastructures;
• Lack of quality accommodation facilities (actually, standards have never been adopted,
soprovisionsorregulationsforthecompliancetominimumqualitylevelsarenotavailable);
• Chaoticcostaldevelopment,notconnectedtoinfrastructurerequisites;
• Lackofqualificationbothinaccommodationindustryandamongculturalresourcesmanagers
andoperators.
Within the official document, the analysis of destination from the point of view of ‘market
readiness’ is particularly accurate; macro-criteria for evaluation (access–services–destination
interpretation–advertising–intrinsicinterest)areidentifiedandmatchedagainstdifferenttouristtypes,
takingintoconsiderationtheirvariabilityaccordingtothespecificsite. Suchananalysis,fromwhich
howevertheuniquenessoftheAlbanianpotentialofferclearlyemerges,allowsustoassessthatthe
marketreadinesslevelofmanysitesanddestinationsisactuallyverylow;inotherwords,theydonot
matchtourists’exigencies.
Specific attention has been given in the document analyzed to the delineation of the image
perceived from Albanians living abroad; the considerable number of Albanians across the world
becauseofhistorical-politicalevents,war-relateddestructionandeconomicinvolutionisrecognized
as having a strategic importance, due to their capacity both to activate in their adopted countries
a virtuous word-of-mouth, capable of arousing interest in a visit (greater revenues), and to invert
Sustainability 2017, 9, 2338 5 of 25
assess that the market readiness level of many sites and destinations is actually very low; in other
words, they do not match tourists’ exigencies.
Specific attention has been given in the document analyzed to the delineation of the image
perceived from Albanians living abroad; the considerable number of Albanians across the world
because of historical-political events, war-related destruction and economic involution is
recognized as having a strategic importance, due to their capacity both to activate in their adopted
Scuosutanintarbiielisty a2 0v1i7r,t9u,2o3u3s8 word-of-mouth, capable of arousing interest in a visit (greater revenues)5, oafn2d5
to invert brain-drain trends by persuading people with higher skills and qualifications (increase of
the general socio-economic level) to come home.
brain-draintrendsbypersuadingpeoplewithhigherskillsandqualifications(increaseofthegeneral
Just as lucidly, the analysis carried out by the strategy’s authors deduces that, despite the
socio-economiclevel)tocomehome.
singular wealth and size of cultural heritage resulting from the many ethnic stratifications, which is
Justaslucidly,theanalysiscarriedoutbythestrategy’sauthorsdeducesthat,despitethesingular
hardly matched among other countries, this is not enough to distinguish Albania from other
wealthandsizeofculturalheritageresultingfromthemanyethnicstratifications,whichishardly
Mediterranean competitors as a cultural tourism destination. It follows that a different offer is
matchedamongothercountries,thisisnotenoughtodistinguishAlbaniafromotherMediterranean
necessary, marked by a different identifying element. This has been recognized in its nature of the
competitorsasaculturaltourismdestination. Itfollowsthatadifferentofferisnecessary,markedby
country ‘to discover’, ‘unknown’, to be transferred in a ‘multifaceted’ tourist offer on the
adifferentidentifyingelement. Thishasbeenrecognizedinitsnatureofthecountry‘todiscover’,
experiential level, able to ‘impress’ on many sides at the same time. The definition of the overall
‘unknown’,tobetransferredina‘multifaceted’touristofferontheexperientiallevel,ableto‘impress’
offer is achieved through a ‘stratified’ approach, with respect to the visitors’ geographic
onmanysidesatthesametime. Thedefinitionoftheoverallofferisachievedthrougha‘stratified’
provenience and to the respective level of interest, with a precise construction of the grid ‘tourists’
approach,withrespecttothevisitors’geographicprovenienceandtotherespectivelevelofinterest,
provenience/tourists’ type/type of offer’.
withapreciseconstructionofthegrid‘tourists’provenience/tourists’type/typeofoffer’.
2.2. Conceptual Issues
2.2. ConceptualIssues
Some conceptual implications, presented within the Strategy, are very interesting.
Someconceptualimplications,presentedwithintheStrategy,areveryinteresting.
The ‘3E’ concept: One of the strategy’s key-concepts is the need for the tourist offer to fulfil the
The‘3E’concept: Oneofthestrategy’skey-conceptsistheneedforthetouristoffertofulfiltheso
so called ‘3 Es’ representing the purpose of a visit: ‘education’, ‘entertaining’, ‘excitement’. These
called‘3Es’representingthepurposeofavisit: ‘education’,‘entertaining’,‘excitement’. Thesearethen
are then matched with as many tourist ‘types’, identified according to their attitude towards
matchedwithasmanytourist‘types’,identifiedaccordingtotheirattitudetowardsculturalheritage
cultural heritage (‘motivated’–‘inspired’–‘incidental’) (Figure 1).
(‘motivated’–‘inspired’–‘incidental’)(Figure1).

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Thesetourist‘types’formasortof‘triangle’,havingatitstopalimitednumberofvisitorswith
specific academic or generally research-based interest, at any rate having a marked involvement
towards cultural heritage, with purely educational expectations in relation to the visit experience
(‘motivated tourists’). The intermediate area of the triangle is represented by the more numerous
‘inspired’ tourists, sincerely interested in the cultural dimension of the stay but having wider
expectationsintermsofeducationandentertainmentandonlyalittleinterestedinbeing‘impressed’
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or‘surprised’. Thetrianglebaseisrepresentedbythewidestgroupoftheso-called‘incidental’tourists,
mainlyinterestedinentertainmentandinthe‘impressive’forceofthevisitedplaces.
Startingfromtheobservationofthehigherrevenuesassociatedtothelasttwobrackets—more
numerous—in respect to ‘motivated’ visitors, genuinely interested in cultural tourism in strict
sense, the necessity to focus on the definition of a composite tourist offer is deduced, based on
a re-definition of visit as a variegated ‘experience’ of the cultural, natural, seaside, gastronomic
dimensions and, ultimately, of a complex environment of which the tangible heritage is only a
facet, able to offer manifold inspirations. Essentially, cultural tourism is brought back in the
widerconceptofexperientialtourism,consideringit—wheninterpretedastourismofthetangible
heritage—insufficientlyrepresentativeofbehavioursandpreferencesofmostvisitors.
The‘totalheritage’concept: Thisreferstothewidestinterpretationofculturalheritage. ‘Total
heritage’ represents, in the official ‘vision’ expressed by the strategy, all of the ways (lifestyles) in
whichacommunityexpressesitselfinrelationtoitshistory,socialsystems,valuesandsurrounding
environment,thentotheentiretyofcomponentsthatcanbeexperiencedwhencomingincontactwith
alocalentity. Thisinterpretationis, indeed, fullyinlinewiththedefinitionofculturalheritageas
“whateverisdistinctiveaboutthe‘wayoflife’ofpeople,community,nationorsocialgroups”[18].Thedefinition
oftheexperientialaspectisthensupportedthroughtheidentificationofcriteriaallowingtoassess
adestination’smerittobeworthvisiting. Mostvisitorsarenotabletofullyappreciatethespecific
implications of heritage, but are attracted by ‘impressive’ resources (the so called “wow-effect”).
Their needs—basically, obtaining enjoyment in a non-demanding way—must also be considered
according to specific criteria for resource evaluation: accessibility, closeness to other attractions,
impressive character of location, impressive character of specific features, affinity to visitors’ own
heritage, uniqueness, linkstowell-knownfigures(celebrities, characters, myths), engagingpower
(for example, ease of comprehension or closeness to own everyday life). According to the official
document,130assetshavebeenidentifiedashavingthoseattributes,coupledanywaywiththelow
market-readinesslevelmentionedabove.
The‘geotourism’concept: Inthisvision,intriguing—anddirectlylinkedtothe‘totalheritage’
formulation—istheshiftfromtheconceptof‘ecotourism’tothatof‘geotourism’. Thisterm,actually
coined by the National Geographic, is explored in the analysis and strategically embraced by the
Albanian strategy. In this transition, the basic reasoning remains the same—managing tourism in
awaythatit‘pays’toprotectplacesratherthandamagingthem—buttheapplicationisextendedto
thedestinationmeantasacomplexinwhichnatureisonlyapart. ‘Geotourists’arevisitorsinterested
inexperiencing“theculturalheritageofthecountriestheyvisitaspartoftheirgrowingengagement
with,anddesirefor,directaccesstoallauthenticaspectsoftheirchosendestinations”[2];thetourism
ofculturalheritageinstrictsenseisthenacomponentofgeotourism.
This tourism model finds its completion by identifying two wide concept-areas that can be
assumedasdirectionsforconcreteactions:
• A‘pull’approach: theon-siteappealingactionexertedbylocalresources,thatbringsvisitorsin
contactwithplaces;
• A‘push’approach: implementedbyasystemofactions(throughexhibitions,foreignmedia,fairs,
conferences,etc.),abletostimulatethevisitdesireanddecisionfromabroad.
In expressed intentions and in the observation perspective, then, the current strategy for the
promotion of the tourist sector appears as built on a consistent basis. However, putting aside
propositionsandreadingtheanalysisdocumentbetweenthelines,somethingseemstobemissingor
notworkingintheidentificationofsolutionsandoperationalmodes.
2.3. Governance
Theapproachoftourismpoliciesthatcanbedrawnfromthereadingoftheofficialdocument,is
“atop-down”approach,implementedbycentralauthoritiesandstructures. Whatismissedinthis
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visionisafundamentalelement: a‘user-centered’orrather‘people-centered’perspective,bothinthe
generalapproachandinthedefinitionofconcreteoperationalstrategies.
In general, it is now a shared opinion that actions for the development of territories are
more effective and equitable if they involve and stimulate communities, both local and global,
withappropriatepathsandtools.
However,preciselybecausethepurposeoftourismpromotionisintertwinedwiththeneedto
activatere-appropriationofidentityprocessesbyresidentsinAlbania,the‘people-centered’approach
representsthenaturaldeclinationofanyprogram,thusbecomingmandatory. Itisnecessarytocreate
thesignificanceforresidentsandre-distributebenefits(beyondrevenues)amongthem,withinclusive
andextendedprocesses. Thestrategy,however,thoughmentioningtheimportanceoftheresident
marketfortheAlbanianculture,reservesinthetexttodedicateaseparateapproachforthispurpose
forthefuture.
Signs of “top-down” processes may also be encountered in several points of the document.
Firstly,thecommunicationofinformation—extensivelyrecognizedasinadequate—takestheform
of unidirectional ‘delivery’ by the central structures to the ‘mass’ of consumers of it; in this way,
thefundamentalprincipleofthevalueofsharedinformationisbeingignored,reservingtheroleof
informationdispensertocentralstructures:
• Itmentionsexclusivelyacentralwebsiteand,ingeneral,governmentalwebsitesoragenciesfor
theconstructionandcirculationofheritageknowledge;
• Theroleoftouristguideisrigidlyconceivedasanabsolutekeeperofallknowledgeonheritage
andtheonlyoneentitledtocommunicateitsvaluetovisitors[2],denyingthepossibilityofcontact
andintegrationwithdynamicsthatinvolveusersandthepossibilityofwidespreadparticipation
inthecreationofvalueorcontent;
• Thedefinitionofthematicpaths,ofwhich,anyway,themultifacetedculturalandeconomicutility
islucidlyunderstood,onceagainisstrict(numberandthemesofitinerariesarefixed),without
consideringneitherthepossibilityofcontributionsfromthebottom,capableofenrichingthese
potentials,northepossibilitytorelyoncomputertechnologiesthatcansupportit(socialmedia
oranythingelse).
Moregenerally,thedecentralization,describedasnecessaryandunavoidable[9],isnotyetput
intopracticeintheofficialposition.
Lookingatthissigns,itcanbearguedthat,ingeneral,theunderlyingattitudeinthisdocument
isonethatdoesnotacknowledgeanactiveroletoheritage‘consumers’orpotentialvisitors;central
bodiesseemdeterminatetomaintainclosewithintheirownsphereandcompetenciesdecisionsandin
generalthepossibilitytoimpressdirectionstoprocessesrelatedtoheritageandtourismdevelopment.
What, onthecontrary, canbededucedfromtheanalysisofavailableliteratureisageneralfeeling
ofscarceinterestfromthepartofgovernmentinsustainablepromotionofheritagealsofortourism
purposesandalimitedunderstandingofitsimportance. Morespecifically,theliteraturesrangesfrom
judgmentsofplaininertia[19],toinsufficientcompetences[6],uptodirectresponsibilitiesforheritage
lossesandenvironmentaldamagingorevencorruption[5].
At a more practical level, in terms of ‘what is happening in Albania’, the facts related to a
numberofdestroyedorendangeredcastles(Shkodra,Durres,Preza,Kruja,Elbasan,Bashtova)andto
the—temporarilysuspended—projectoftransformationoftheLezhecastleinaluxuryresortwith
tennis court are, in a way, symptomatic. Other events are, on the other hand, encouraging signs,
suchastherecentcreationoftheAlbanianHeritageCentreaimedattheinformationofthegeneral
publiconheritage-relatedissues[19], ortheexperienceofbalancedrevitalizationoftheunknown
villageofNivica(alittle, largelyabandonedcommunityinaremoteinlandarea, ruledbyancient
agriculturalandfarminglifestyles),achievedbyinhabitantsthemselves[20],inlinewiththeso-called
‘socialresponsibleheritagemanagement’concept[21]andwiththeneedtoconnectheritagelife-cycle
withrealcommunitiestheorizedbyTurpenny[22].
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Atanyrate,inertia,atleast,comesintoplaywithreferencetounresolvedproblemsofproperty
issueshavingaroleintheprocessesofillegallandoccupationandconvulseconstructionofhouses
andotherbuildings[23]andtothefailureoflegislationinforceinrepressingdamagingandvandalism
phenomena[17]. Theawarenessoftheneedforalegislativereformandforamoreeffectiveaction
fromthepartofgovernmentsisratherdiffused.
2.4. ThePrinciples
Preciselybecausetheexperience-basedvalueofthevisitiscentraltothetextualformulationof
thenationalstrategy,itisnotpossibletoleaveasidetheimportanceofindividualimpressions,which
obviouslyarenotuniquelyforeseeable,butproduceabsolutelyoriginalandpersonaleffects,although
thestrategyappearstohaveabsolutetrustinthepossibilityofdeterminingaprioritheimpression
thatthevisitwillproduce. Thisresultsintheneed,attheoperationallevel,fortoolsthatadequately
takeintoaccountthisimportantcontributionandsupportitsexplication.
Sustainabledevelopmentoftourismismentionedinallstrategies,butonlyintheory;theonly
supporteddimensionis,infact,thatofeconomicgrowth:
• As stated by Sharpley, “tourism is primarily a social activity” [24] but the possibility of
contributingtosocialcohesion,tothesynergicrelationshipbetweenresidentsandtourists,tothe
creationofagreaterattentiontotheavailableresourcesthroughthesenseofbelonging,isnot
citedorinanycasenotsufficientlydeepened;
• While identifying the upper middle class of North America and Europe as the target for
the promotion strategies, and although aware of the gap, compared to it, at the level of
servicestandards,thereisnotraceofstrategiesortimelinesfortheintroduction,forexample,
ofcertificationofservices’environmentalperformanceorsimplygoodpractices;
• Theattentiontospecificaspectsofenvironmentalimpactsreductionisabsolutelylimitedand
there are not specific initiatives or thematic sub-objectives. It is hoped that the growth of the
country’simageinrelationtoitseconomicstrategywilladdressatleastthoseofgreatervisualor
experientialevidence,giventhelandscapenatureofthemostimportantassets. Wastedisposal
andpreservationofcleanwaterareconsidered,infact,as‘majorconcerns’,butintheperspective
ofthealignmentwithEuropeandtheinternationalmarket,itisnotenough. Forthesamereason,
it is also not sufficient the sole reduction of upstream impacts (synthesized in the expressed
objectiveoftouristflowsde-seasoning).
2.5. TheActionTools
The strategy clearly identifies the limits of the equipment for the tourism promotion in the
currentstate:
• Thereferencewebsite“www.albaniantourism.com”doesnotprovideindicationsonhowtoreach
singlesitesorotherpracticalinformation;
• Manyexistingproductsforimagecommunicationarenotwidespreadbecausetheyarereserved
forVIPusers,insteadofbeingprofitableonthemarket;thesamethinghappensforeventsthat
canattractavastpublic,communicatedonlyonsiteand,thus,onlyavailableforactualtourists;
whichcanbeexplainedonlypartiallybyundeniablebudgetissues;
• Eventhemanagementofeventsoropportunitiestoattracttheattentionofforeignmediatothe
countryhasprovedtobeinefficientandnotverypromising.
However:
• Theneedforwebsites,guidesandgadgetsisjustquotedinanon-priorityway,as‘lessonlearned’
byothercasestudiesbutnotadequatelyaddressed;
Sustainability2017,9,2338 9of25
• It does not address the need for concrete tools, customizable by users, but a massive
‘government-to-government’communicationactionisprioritized;thecommunicationstrategy
seemstobeinterpretedasanactiontoanundividedmassandnottoapluralityofindividuals;
• The‘word-of-mouth’powerismentioned,butthemeanstoexploitbroadlythischannelarenot
takenintoaccount;
• Thecontributionthatcommunicationtechnologiescanofferisnottakenintoaccountconcretely;
usefulness and need for tools are not included and investments, considered strategic in
consultancy and skills, are limited to the marketing strategies sector and are not aimed at
understandingtheopportunitiesofferedbyICT.
In order to bring the development of the tourism sector within the ideal borders of
sustainability—notonlyineconomictermsbutalsoinenvironmentalandsocialones—theindividuals’
centralitymustthereforebeassuredeveninthephasesthatfollowthedefinitionofanypromotion
strategy. This has to be realized by developing tools that take into account the variability of the
processeswithwhichthepotentialvisitordefinespointsofinterest,timesandmodesofvisit,personal
thematicorgeographicpaths,thusappropriatingalongunknownheritageandestablishingpersonal
tieswithit.
3. SustainableSmartTourismandMobileApplications
Inrecentyears,tourismhasbecome“oneofthestrongestdriversofworldtradeandprosperity”,
andthisimportantdevelopingsectorcontributes5%oftheworld’sGDP[25].
Moreover,globalizationandcontinuouschangesofenvironmentalconditionsdeterminetheneed
ofanuninterruptedinnovationtoimprovethecompetitiveability[26]oftourismdestinationina
smartvision.
Tourism plays, in fact, a key role both in “inclusive and sustainable economic growth” and
“sustainableconsumptionandproduction”duetothepotentialimpactsinthegrowingofdestination
andcommunities,preservinglocalresources[27].
Forinstance,thequestionoftravelandtransportinfluencesgreatlythesustainabilityoftourism,
becausetheyhaveenvironmentalimpactsatlocalandgloballevel. Infact,theycouldthreatenthelocal
ecosystemsthrough,forexample,pollutionandconversionoflands[28]. Moreover,otherproblems
suchasdegradingofnaturalresources,vegetationstructureandhabitat,increasingdeforestationand
decreasingupstreamwaterflows,canbecausedbymasstourism[29].
Forthisreason,theideaofEcotourism,whichfirstlyregardsecologicaldestinations,butiseasily
extensibletoothercontexts, involvesmuchresearchfocusing, amongotherthings, ontheneedto
minimizeimpactsandtopromoteenvironmentalandculturalrespectandawareness.
Inthiscontext,themobileapplicationsandallthetourismtechnologiesconcurtothedevelopment
oftheso-called“smarttourism”.
Ingeneral,itispossibletotalkaboutthisonlywhentheinterconnectionbetweencommunitiesand
destinationsisachievedthankstodynamicplatforms,intensivecommunicationflowsandenhanced
decisionsupportsystems[30,31].
Therefore, it is derived from the combination of expanded tourist knowledge and improved
decision quality with the use of IT devices. According to Chung et al. [32] information and
communication technologies represent a possibility to grow because they link the creativity with
aneconomicactivity,creatingtheso-called“creativeeconomy”[33].
Theconceptofsmarttourismgoesbeyond“e-tourism”[34],intendedasasimpleprovidingof
information,becauseitfocusesontheideaofsupportinthedecisionprocessandontheroleofthree
greatareas: tourismexperience,businessecosystemanddestination[35].
Inparticular,DelChiappaetal. (2015)[36]definedatourismdestinationasa“networkedsystem
ofstakeholdersdeliveringservicestotourists,complementedbyatechnologicalinfrastructureaimedat
creatingadigitalenvironmentwhichsupportscooperation,knowledgesharingandopeninnovation”.
Sustainability2017,9,2338 10of25
SustaiInnabtihlitiys 2c0o1n7,t 9e,x 2t3,3t8h e marketofthemobileappshasbecomerelevantthankstothegrowingu10s eofo 2f5
smartphonesand,inparticular,travelappsaretheseventhmostdownloadedtypologies[37].
The usefulness of tourism mobile apps can be classified according two points of view: for the
Theusefulnessoftourismmobileappscanbeclassifiedaccordingtwopointsofview: forthe
tourist and for the destination (Figure 2).
touristandforthedestination(Figure2).

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In this context, mobile apps can support the tourist to make their travel sustainable and
effective, summarizing urban travel information, selecting their own points of interest and avoiding
the problem of sparsity of data.