Assessing tourism service quality in Albania: A 5-scale Likert survey analysis and interpretation with SPSS

Abstract

Tourism today is considered a powerful force for economic growth and the promotion of cultural diversity at a global level. With a wide reach across different countries, tourism not only contributes to the state's income but also creates a platform for cultural exchange and international cooperation. The tourism sector creates jobs for hundreds of thousands of people, including various services such as accommodation, restaurants, travel agencies, and transport services. This encourages the creation of local businesses and increased economic activity, contributing to the reduction of unemployment and increased fiscal revenue for the government. With the growing interest in Albania as a tourist destination, it is imperative to assess the quality of services offered to meet the evolving demands of travelers. This research presents a comprehensive survey-based analysis of tourism services in Albania, aimed at understanding the perceptions and satisfaction levels of tourists visiting the country. The analysis is conducted through a 5point Likert scale survey, assessing the opinions and preferences of tourists, and analyzing and interpreting with SPSS. Respondents' experiences were assessed across a range of tourism service aspects, including accommodation, transportation, culinary offerings, and recreational activities, the tourists' perception of the country's cultural heritage, natural attractions, and overall destination appeal. Key findings from the survey indicate that tourists are drawn to Albania for its breathtaking landscapes, historical landmarks, and vibrant local culture. Positive evaluations are observed regarding hospitality and warmth extended by locals, contributing to overall visitor satisfaction.