Abstract

Purpose of the article Exploring the nature of tourism behavior has traditionally been very complex. Adding to it the fast pace changing environment, the study becomes even more complicated. The purpose of this research is to shed light on the relationship between factors affecting tourist behavior and tourism demand in Albania. Methodology/methods Tourism demand has generally been measured in terms of ‘number of people entering and exiting the borders of a country’. In order to ensure the feasibility of this study, ‘tourism demand’ is measured in terms of ‘frequency of travels’. To accomplish these objective, an online survey questionnaire was developed and administered across the population of Tirana and Durres, the largest cities in Albania, which also represented the population upon which the sample size was drawn. Scientific aim Scientifically, the research aims at testing the relationship between the sample’s monthly income levels, denoted as the independent variable and ‘frequency of travel’, denoted as the dependent variable. Findings The results of the research show that there is a significant association between these two constructs. That is, with x2 = 102,581, p=.000 < 0.01, the Null Hypothesis is rejected, and the Alternative Hypothesis is accepted. Conclusions From the study it is concluded that the higher the Monthly Income levels of the Albanian tourists, the higher the frequency of travels. Nevertheless, like in every other study there are also limitations involved with this particular study, as well. The lack of reliable quantitative data concerning the Albanian domestic tourism is one among the most crucial ones.