The “Sustainable Destination Structure” for Sustainable Tourist Demand-Selective Marketing for Sustainable Tourism Demand for Unpolluted Areas

Observing the recent developments of the demand for tourist products, we notice some very important changes in the tourists’ preferences of consumption toward a different sense of quality, asking for new quality models based on virginity, pure nature, highly maintained clean spaces, authenticity, cultural heritage and high responsibility and consciousness on sustainability. The natural environment represents the main resource to this demand on many tourism destinations. This is related to the fact that tourists increasingly are interested in spending their holidays in unspoiled natural territories. To this end, destination managers recently are under increased pressure to improve their eco-quality, maximize the hygiene, as well as to implement ecologically sustainable practices and systems. Based and stimulated by this evidence, a process of selective targeting/segmentation of tourist market could be an approach to sustainable destination management, both generally in the international market, but very promising to the Albanian case of the tourist sector future development, focusing at the region of Elbasan. Considering and analyzing the ecological footprint of Albania, and particularly that of Elbasan region, this paper will try to test these possibilities. To observe the feasibility of this approach, the study will be focused on tourists, between Albanians and foreign visitors, regarding their main reasons of returning in the same destinations. The questions to be treated will be mainly focused on the quality of the tourist services, the environmentally friendly behavior, as well as psychographic, behavioral, and socio-demographic personal characteristics of the tourists. Focusing and deepening in sustainable tourism destinations’ management could foster the increase in the number of day-vacations for one year, strongly also influencing the normal ISSN 2411-9571 (Print) ISSN 2411-4073 (online) European Journal of Economics and Business Studies January – June 2022 Volume 8, Issue 1 66 development of the supporting industries. This asks for techniques which focus on eco-tourism and sustainability at the destinations, even why the tourist himself generally may not necessarily be interested in protecting and caring to the local environment. In conclusion, the study confirms the increasing trend of the orientation of the tourist demand toward unpolluted destinations and attractions, as well as the tendency to safeguard the environment and to use sustainable tourist resources


The "Sustainable Destination Structure" for Sustainable Tourist Demand -Selective Marketing for Sustainable Tourism Demand for Unpolluted Areas
Ines Ana Maria Jaho PHD Candidate, "Aleksander Moisiu" University" Faculty of Business

Abstract
Observing the recent developments of the demand for tourist products, we notice some very important changes in the tourists' preferences of consumption toward a different sense of quality, asking for new quality models based on virginity, pure nature, highly maintained clean spaces, authenticity, cultural heritage and high responsibility and consciousness on sustainability. The natural environment represents the main resource to this demand on many tourism destinations. This is related to the fact that tourists increasingly are interested in spending their holidays in unspoiled natural territories. To this end, destination managers recently are under increased pressure to improve their eco-quality, maximize the hygiene, as well as to implement ecologically sustainable practices and systems. Based and stimulated by this evidence, a process of selective targeting/segmentation of tourist market could be an approach to sustainable destination management, both generally in the international market, but very promising to the Albanian case of the tourist sector future development, focusing at the region of Elbasan. Considering and analyzing the ecological footprint of Albania, and particularly that of Elbasan region, this paper will try to test these possibilities. To observe the feasibility of this approach, the study will be focused on tourists, between Albanians and foreign visitors, regarding their main reasons of returning in the same destinations. The questions to be treated will be mainly focused on the quality of the tourist services, the environmentally friendly behavior, as well as psychographic, behavioral, and socio-demographic personal characteristics of the tourists. Focusing and deepening in sustainable tourism destinations' management could foster the increase in the number of day-vacations for one year, strongly also influencing the normal

Literature review
According to the World Travel and Tourism Council (2019), world tourism contribution to the gross domestic product (GDP) is about $ 2.9 trillion generating more than 334 million jobs, almost 10.6% of the total employment and $642 1 billion of new capital investment invested only by 10 countries (USA, China, India, France, Japan, Germany, UK, Saudi Arabia, Spain, and Brazil) 2 . These figures give us a clear picture about the significance and the ability of tourism industry to contribute in the change of the worlds' and regional economy.
However, this enormous contribution and unplanned growth of tourism has its own impact to the recent changes of the world environment which is directly affected by the policies of tourism businesses and tourist managers. These undesirable effects toward environment and the tourism destinations have increased the concern of people involved in it about preservation of the natural resources and long-term preservation of tourism destinations.
The World Commission on Environment and Development (WCED) issued the first report on sustainability which defined the sustainable development as development that "meets the needs of the present without compromising the ability of future generations to meet their own needs". (Choi, Sirakaya, 2005, p.1275. After this report the concept of sustainability was internationalized and universally asked to be applied in all levels of tourism business. But experience has showed that it has not been fully adapted in local levels and that many countries have not clearly implemented policies to support and monitor it. A special focus is placed upon the sustainable development for the community tourism which according to Choi and Sirakya (2005) is evaluated to be a long-term economic linkage between destination communities and industries and of great importance in improving the lives of the residents and minimizing the negative 1 WTTC March 2021 2 Travel, Tourism and Hospitality -Capital investment in leading countries worldwide on 2019 effects of tourism on the natural environment. It is of crucial importance in this point, the role of the community managers whose responsibility is to provide information and organize programs for the community stakeholders to raise the awareness on the importance of conservation of the community tourism resources. The last ones should be very actively involved and participate directly in the decision-making process.
According to the literature and recent debates the sustainable tourism involves different dimensions such as ecological, economic, social political technological at the international, national regional and local community levels. It is obvious that these dimensions are interdependent and each of them has its own role to the tourism development.
"Tourism is now so pervasive in modern society that, rather than conceiving tourism as a "departure" from the routines and practices of everyday life, tourism has become an established part of everyday life culture and consumption" (McCabe, 2002:63).
Following the above logic, it is evident that tourism is an integral part of the modern life of our society. Moreover, consumer patterns and decision making are very important and has been subject of changes recently. It has been affected considerably from the environment footprint of the tourists themselves too when we find a very important trade-off regarding their preference for unpolluted preserved ecologically areas and destination and its high preference for entertainment and fun at the destination increasing its footprint to these destinations.
Ecological footprint analysis (EF) is evaluated to be a key environmental and effective aggregate indicator of sustainable tourism (ST) that uses gha as the common currency to express impact magnitude across all its components (Hunter and Shaw, 2007, p.46).
First provided in the early to the mid-1990s the EF analysis was first defined from their authors as "an accounting tool that enables us to estimate the resource consumption and waste assimilation requirements of a defined human population or economy in terms of a corresponding productive land area" (Hunter and Shaw, 2007, p.46).
The main attribute of ecological footprint is to provide a powerful educational tool by expressing the demand of natural resources in terms of an equivalent land/sea area by facilitating comprehension of environmental impact. According to Hunter and Shaw, following this logic, it is obvious that EF conceptualizes a population or economy as having "industrial metabolism" which consumes resources and produces wastes to sustain itself by appropriating in this way a portion of the planetary biosphere.
The applications of ecological footprint in tourism are analyzed in the context of environmental impacts on tourist travel mainly and demand upon natural resources to destination areas recently, by attempting to calculate the so called according to Hunter (2002), tourism -related EF.
By methodology the net tourism EF is the sum of the components in the transit and destination area less the source country EF for the period away from home generated by the tourist when away from home by leaving on some heating or security lighting 1 .
The discussion naturally is not limited only to the ecological footprint, even to the total of sustainable tourist indicators, local and global. Here after we shall see an analysis on some factors considered for the pro environmental behavior of the tourists related to their past experiences at the destinations.

Discussion
The discussion on marketing for quality in tourism, recently has widely taken the route of sustainability, focusing on the modern tourist demand for unpolluted tourist areas and destinations, as well as cultural and historical tourism. We can hold on to this perspective and measure the trend on this regard, finding out the possibility to design the product according to this demand.
The factors possibly affecting this demand and the product design for sustainability and environment preservation and care could be: These factors have a different weight on the customer preferences for tourist products, as well as in their behavior at the destination and their relations to the destination. We can then run a linear multiple regressions on these explanatory variables to measure customers' preference for environmentally sustainable tourist structures and destination using demand for unpolluted tourist areas and destinations or pro-environmental behavior as a dependent variable.
We designed a questionnaire with questions regarding the above listed factors using a Likert scale of five classifications as it is shown in the We introduced a question on the income level to see the effect of this factor on the total quality of the vacation. We also analyzed the data on these factors first classifying the customers in three large groups: 1. Small environmental footprint tourists 2. Medium environmental footprint tourists

Large environmental footprint tourists
It resulted that male tourist have a larger ecologic footprint and the first group has a significant share of 38%. Considering the simple moving average method and comparing the data with the international statistics on this regard, we can say that it will result in an increasing trend for unpolluted areas measuring a small environmental footprint in the future.

Target marketing for quality tourism
This segmentation gives us the possibility to improve the tourist products, as well as to design new tourist products for the future tourist demand in a differentiated way, having differentiated mix for each of the three segments analyzed.
As for the model of tourism to answer to the tourist demand for unpolluted tourist areas and products we chose to use QFD (quality function deployment). It can make possible to deploy tourist product especially those already existing in the market, even in the Albanian market, and chose e part mix of these products to find the ways of improving those by maximization of their effect to the customers related to their pro environmental behavior and perception.
This is an analysis based on performance maximization of the tourist products. To deploy and create the part mix of the tourist product we can use a four-step technique, called HOQ (House of Quality) used by George L. Vairaktarakis 1 creating four matrices (HOQ) on each step: 1. Voice of the customers to a product's technical requirements -quality deployment based on engineering characteristics and customer requirements 2. Component requirements -parts' deployment based on parts' characteristics and engineering characteristics 3. Manufacturing operations -process planning based on process operations and parts' characteristics 4. Quality control plans -production planning based on quality control and process operations (application of the new standard for competitive advantage) 5. The process is deeply customer oriented and focuses on a customer ranking based on the preferences on the part mix of the presumed tourist product to improve it for a higher performance.
The model used on customer ranking could be: with these constraints: Xklk ∈ {0,1} for 1≤ k ≤no and 1≤ lk ≤ nk the constraints (1) correspond to the assignment of the part options in the parts' mix, constraint (2) are budget constraints and constraint (3) corresponds to the integrality constraints. The model of performance (P) maximization is widely acceptable even we introduce a set of parameters which are already calculated and bring to the model the risk of stereotyping of the customer preferences.
The second expression (equation) introduces the probability that the improvement in a specific part increase the performance, giving estimation to each alternative due to relevance of the improvement in a specific part of the product. The model uses linear programming which is easy to solve but stereotypes costumers increasing ranking and rating errors.

Conclusions
The study confirms the increasing trend of the orientation of the tourist demand toward unpolluted destinations and attractions, as well as the tendency to safeguard the environment and to use sustainable tourist resources.
It also confirms that the tourists have a strong attraction to turn back to those destinations where their recent or last experience was based on more sustainable tourist activities, both environmental and cultural care based.
It states that a lot of the demand for unsplit tourist destinations is determined considerably by factors related to the total quality of the tourist product, compound by the set of quality services and the destination management in terms of environment care and hygiene and safety at the tourist destination, where the landscape and wildlife play an important role. There are very much appreciated the nature sports too.
The orientation on leisure time is not totally dependent on fun and entertainment, but toward local community life and culture too.
The segmentation of the market due to these important changes on the modern tourist demand recently, ask for selective marketing and product design according to the customer preferences. The model used to optimize and maximize the parts' mix of the tourist product through QFD is a widely good effort and approach to this end.
The model should consider the competition rating too, to design the tourist product, but it belongs to another study and research.