A new approach to travel known as “active tourism” mixes adventure, ecotourism, and cultural sightseeing. It strives to mix enjoyment and education and be advantageous to both the visitor and the nation visited. It is low impact, environmentally friendly, and socially acceptable. In addition to incorporating some leisure activities with adventure tourism, active tourism shares many characteristics with ecotourism and environment tourism. Additionally, it is a responsible journey through natural places that calls for the traveler’s physical and emotional involvement as well as a dedication to sustainable development, biodiversity protection, and cultural preservation. Rest and education, respect and reflection, activity, exercise, and active participation in the company of a knowledgeable guide and an experienced local acquaintance are essential components.
The Impact Of Marketing On The Sustainable Development Of Sports/Active Tourism In Albania: A Review
Published in JPASE Journal (Volume 7, Issue 1, June 2024)
Abstract
This study aimed to explore recent strategies for fostering sustainable development in active tourism, a contemporary travel approach blending adventure, ecotourism, and cultural immersion. Active tourism emphasizes minimal environmental impact, societal harmony, and a balance between recreation and education. It shares commonalities with ecotourism and nature tourism, intertwining recreational activities with adventurous experiences. It encourages responsible travel in natural landscapes, requiring both physical and mental engagement and a commitment to sustainable practices, biodiversity preservation, and cultural heritage. Key components include relaxation, learning, respect for nature, physical activity, and active participation guided by knowledgeable locals or experienced guides. In Albania, active tourism is gaining recognition for its economic significance, identified as a promising market by the global tourism industry. Its development relies on collaboration among stakeholders, especially in marketing, to enhance competitiveness. To harness this emerging market, communities and stakeholders must undertake strategic planning to capitalize on economic opportunities while promoting sustainability.
Keywords
sustainable development, active tourism, hybrid tourism, biodiversity management
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