STAKEHOLDER INSIGHTS ON TOURISM SEASONALITY AND DESTINATION PERFORMANCE ALONG THE ALBANIAN ADRIATIC COAST

This study explores the quality of tourist destinations along the Albanian Adriatic coast, focusing on seasonality, visitor motivations, and barriers to year-round tourism. It examines key predictors of destination quality from stakeholder perspectives. Albania has a coastline stretching 477 kilometers, washed by both the Adriatic and Jon seas. They are integral parts of the Mediterranean basin. The study focuses on the Albanian Adriatic coastline, which represent not only a valuable natural resource, but also a key asset for sustainable tourism development. From a physical geography perspective, this area is part of Albania’s Western Lowland. A quantitative approach was employed, using an online questionnaire completed by 186 stakeholders from tourism-related sectors. They offer a multifaceted perspective on tourism development. Addressing challenges such as seasonality and ensuring a comprehensive evaluation of destination quality. Data were analyzed using descriptive statistics, frequency analysis, Spearman’s correlation, and multiple regression. Findings reveal that seaside tourism (23.6%) is the primary reason for visits, followed by cultural (16.8%) and gastronomic tourism (13.5%). However, strong seasonality persists, with 88.2% of visits occurring in summer. Regression analysis indicates that public transport is the strongest predictor of destination quality, followed by accommodation, and pre-arrival information, accessibility, and on-site tourist information. To extend the tourism season, investment in infrastructure, and accessibility is important. Strengthenin g public transport, improving tourist information, and enhancing environmental sustainability will boost destination qual ity and competitiveness. Furthermore, improving collaboration between local stakeholders and central institutions is important for strengthening destination quality. The study contributes to the literature on emerging tourism by offering recommendations for more effective policies and practices in managing coastal destinations in Albania.