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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.:+39-080-5481265 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). FFiigguurree 11.. LLeevveell ooff iinntteerreesstt aanndd rreeqquuiirreemmeennttss ooff ccuullttuurraall ttoouurriissttss [[22]].. 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’ Sustainability2017,9,2338 6of25 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 Sustainability2017,9,2338 7of25 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]. Sustainability2017,9,2338 8of25 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). FFiigguurree2 2..F Frroommm moobbilielea papppu usesfeuflunlensesssto tosm smaratratn adndsu ssutasitnaainbaleblteo utoriusrmis,mth, rtohuroguhgthh ethpeo ipnotsinotfs voife wvieowf toofu troisutraisntd anddes dtiensattiinoant.ion. IInnt htheep pooinintto offv iveiwewo fotfh tehteo tuoruisrti,stth, ethues uesoef oaft eac thencohlnoogliocgalicpalla ptfloartmforcman ciamnp ilmempleenmtennott nonolty ohnilsy khnios wknleodwgleeodfgteh oefd tehset idneastitoinnabtiuotna blsuot caalnsod ciraenc tdtihreecgt rtehaet flgroewato ffloawva iolfa balveadilaatbalein daatsam ianr ta wsmayarfto rwaalyl tfhoer satlal ktehheo sltdaekreshtohladteirnsc tlhuadte inenclturedper eennteruerpsr,etnoeuurirsst,s t,oluocriasltps,e loopcalel, ppeuobplliec, apdumbilnici satdramtiionnis.tration. TThhee IInntteerrnneett iiss eeaassiillyy aacccceessssiibbllee ffoorr aallll tthheessee uusseerrss aanndd ininflfluueennccees sththeeiri rddeceicsiisoinons.s T.hTeh sepsrperaeda dof osfmsamrtaprhtpohnoen teectehcnhonloogloiegsi ehsahsa sgigvievne nnnewew ooppppoortrutunnitiiteise saanndd hhaass sshhiifftteedd tthhee ffooccuuss ooff ininffoorrmmaattiioonn rreesseeaarrcchhf rofrmomth ethper imprairmyanreye dnse,esducsh, asuscflhig hasts falnigdhltosd ganindg ,ltoodcguilntugr, atloa ncdueltnuvriarlo namnde netanlvdireoscnrmipetniotnal odfetshcerispitteio,ntr aovf ethlee xspiteer,i ternacveesl aenxdpeortihenercetos uarnidst so’tohperin tioounrsis[t3s8’ ]o.pinions [38]. HHoowweevveerr,, tthhee ““bbiigg ddaattaa”” pphheennoommeennoonn iimmpplliieess tthhee hhuuggee aammoouunntt ooff ininffoorrmmaattiioonn iinn tthhee aaccttuuaall ddiimmeennssiioonno offt toouurriissmm.. OOnnt hteheo noenhea nhda,nidtr, epitr erseepnrtessaenntosp panor toupnpitoyrttounliintyk atose rliinesko fa psreordiuesc tsoaf npdrsoedruvcictse saanccdo rsdeirnvgicteos taocucroisrtdsi’nnge etdo stoanudrisetxsp’ encetaetdios nan[3d0 ]e.xTpheectsatrtieonng t[h30o]f. ITChTes ,stthreenIngttehr noeft IoCfTTsh, itnhges IanntderCnleotu odf CTohminpgus tainngd iCslporuodp eCrloymtphuetainccge siss ibpirloitpyerolfy ththeei nafcocremssaibtiiolintyi nofe vtheery inpfloarcmeaatniodnt oinm eovsetroy fppleaocep laenidn ttho emwoosrt ldof. Ipteaollpolwe sinfo rthdee lwvionrgldi.n tIot athlleowchsa rfaocrt edreislvtiicnsgo finthtoe tthoue rcishtasriatcetaenridstpiclsa nonf inthgee tvoeurryisatc tsiivteit yanadnd pvlaisnintiinngg wevitehroyu atcwtiavsittiyn gantidm veisaintidngm owniethyo.uInt fwacats,ttirnagv etilmpela nanndin gmionnveoylv. eIns afascetr,i etsraovfeal cptilvaintineisnsgu icnhvaoslvidese aa fsoerrmieast ioofn ,ascetiavricthieisn gsufochr inasfo irdmeaat ifoonr,mtaaktiionng, dseeacirscihoinn,gb ofoork iinngfo,rvmisaittiinogn,, wtaikthinagn diteecriasitoivne, cboomokpilnegx, pvriosciteinssg,i nwfluitehn caend imteoraretivaen dcommoprelebx yptrhoecessms airntftlouuenricsemd tmecohrneo laongdie sm[3o9re]. bTyh ethtoe usrmistarbtu itlodusrihsims etxepchernioelnocgeielesa [r3n9i]n. gT,hree atoduinrgistu bpuainldds vhiissi teinxpgeprliaecnecse. learning, reading up and visiting places. OOnnt htheeo tohtehrehr ahnadn,dth, ethdee vdeelovpemloepnmteonfts oocfi aslonceiatwl onrektsw,otorukrsi,s mtouwriesbmsi tweseabnsditeths eamnda stshivee maracshsiivvee oafrctrhaivveel obfl otrgasv,einl bwlohgicsh, ian cwonhticinhu ao ucsonetxicnhuaonugse eoxfchoapningieo nosf aonpdiniinonfosr manadti oinnfoorcmcuartsio[n2 8o]c,ccuarns l[e2a8d], tchaenir luesaedr stthoeciro nufsuesriso ntoa ncdonufnucseirotna inatnyd[ 4u0n].cIenrtfaaicntt,yt e[c4h0n]o. lIong yfaecnt,a btelecshpneoolopgley weinthabvleasr iopuesolpelvee lwsiotfh ivnavroilovuesm leenvtelisn otof uinrivsomlvfieemldentot ipnr otgoruarmismth efiierltdr atvoe pl,rbougtrathme tsheleeicr ttioranvoefl,s buuitta bthlee dsealteacitniotnh eosf os-uciatlalebdle “dinaftoar imn atthioe nsoo-vcearllleodad “”in[f4o1r]mdaetpieonnd osvoenrlothaedi”r d[4if1f]e dreenptelnedves loonf tkhneoirw dleifdfgereeannt dleevxepl eorfi eknncoew. ledge and experience. 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.
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