| dc.description.abstract |
This study aims to understand how the businesses operating within the tourism industry
in Albania carry out their marketing processes naturally with the strategic application of
AI technologies. Through a qualitative multi-case study design, the implementation and
adoption of various AI technologies were examined in five tourism companies: Albanian
Trip, VATO Group, Elite Travel Albania, Outdoor Albania, and Choose Balkans,
concerning products, prices, places, and promotions. Following TAM, UTAUT, and
IAM, the study looks into the strategies and tools as well as behavioral dispositions that
influence the degree to which AI has been implemented within organizations. The study
findings showed an uneven AI maturity in which companies like Elite Travel Albania and
Choose Balkans are at the advanced level of automation and personalization. In contrast,
for others, a hybrid approach is being cautiously adopted due to infrastructural constraints
and ethical considerations involved in branding. Some of the identified uses of AI in
Albanian tourism include generating itineraries, customer segmentation, content
personalization, dynamic pricing, and geo-targeted promotions. The study further
highlights the mediating effects of organizational values, strategic readiness, and
perceived usefulness in determining the depth of adoption. The cross-case thematic
analysis reveals important trends, including hybrid AI and human models, the adaptation
of tools for local contexts, and growing concerns about data ethics and depersonalization.
This study contributes to AI-driven marketing in emerging tourism economies, providing
insight into how Albanian companies localize global technology to remain authentic
iii
during digital transformation. The study's results provide practical insights for tourism
practitioners, technical developers, and policymakers on how to pursue the responsible
and competitive adoption of AI in their ecosystems. |
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