Cool media approach to enhance domestic tourism in developing countries. (Albania)

TTourism has become a crucial contributor to the Albanian economy, driving GDP growth, creating new workplaces, boosting exports and investments, and positively impacting other sectors. However, domestic tourism in Albania still needs to be developed. More tangible national strategies related to marketing and promotion plans need to be developed that could enhance domestic tourism, which has significant potential to impact the tourism sector. The digital world has reshaped global marketing and promotion strategies, influencing consumer decisions. In Albania, internet penetration is rapidly increasing, and the ad budget share for digital media is also rising. This study uses a mixed-method approach, engaging qualitative and quantitative techniques, including observations, interviews, surveys, and secondary data analysis, to comprehensively understand the topic. It explores the opportunities new media marketing tools offer to enhance National Parks in Albania as tourism destinations for domestic visitors and tourists. Social media, identified as the most powerful tool in new media, plays an increasingly important role in tourism and is researched as an emerging topic