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THE POTENTIAL OF LOCAL BRANDING IN THE ECONOMIC PERFORMANCE OF AGRO-PROCESSING INDUSTRIES AND AGROTOURISM IN VLORA, ALBANIA

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 9 No. 4 (2025) · hlm. 1367–1377

DOI
10.22437/jiituj.v9i4.42840
ISSN
2580-2259, 2580-2240
Terbit
2025-10-12
Penerbit
LPPM Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study investigates the influence of branding on the economic performance of agricultural-livestock agro-processing industries and agrotourism enterprises in the Vlora region, emphasizing two performance indicators: Performance 1 (revenue growth) and Performance 2 (financial improvement). The research aims to verify the relationship between the agro-processing sector and the development of agritourism by analyzing how branding and the marketing of locally indicated products enhance economic outcomes. Data were collected from over 100 agro-processing industries and agrotourism businesses and analyzed using the STATA software. The findings reveal that branding has a significant positive effect on financial performance, with revenue increasing from 1,111 to 2,593 after implementing branding strategies. Furthermore, the marketing of branded products is linked to a notable rise in tourist numbers—an average of 2,815 compared to 2,640 in non-branded businesses—demonstrating that brand identity strengthens the competitiveness and attractiveness of agrotourism destinations. The novelty of this study lies in its integration of branding analysis within the dual framework of agro-processing and agritourism, highlighting branding as both an economic and cultural lever for rural development. Unlike previous studies that examined these sectors separately, this research provides empirical evidence of branding’s role as a bridge between local product identity and sustainable tourism growth. These results underscore the strategic importance of investing in brand development to enhance rural economic resilience, promote value-added agricultural products, and stimulate regional economic development through the synergy of agriculture, industry, and tourism.

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17 penulis · 50 tautan kepenulisan bersama · 32 lintas organisasi

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  • Universitas Ahmad Dahlan
  • Universidad de Zaragoza
  • Marin Barleti University
  • Agricultural University of Tirana
  • Universiteti Metropolitan Tirana
  • Sebelas Maret University
  • Universitas Katolik Santo Agustinus Hippo
  • Organisasi lain
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Tampilkan sebagai tabel
Rekan penulisOrganisasiArtikel bersama
Rully Charitas Indra PrahmanaUniversitas Ahmad Dahlan3
Binti Anisaul KhasanahUniversitas Ahmad Dahlan2
Mónica Arnal-PalaciánUniversidad de Zaragoza1
Nuria BeguéUniversidad de Zaragoza1
İmam SujadiSebelas Maret University1
Muhammad IrfanYogyakarta State University1
Siti SuprihatiningsihUniversitas Katolik Santo Agustinus Hippo1
Irma RisdiyantiUniversitas Ahmad Dahlan1
Satoshi KusakaNaruto University of Education1
Nur Robiah Nofikusumawati PeniUniversitas Ahmad Dahlan1
Khairullah KhairullahUniversitas Ahmad Dahlan1
Rahmi RamadhaniAfiliasi tidak diketahui1
Ibrahim KhalilUniversity of Bisha1
Sofwan AdiputraUniversitas Muhammadiyah Pringsewu1

Afiliasi berasal dari OpenAlex; metadata OAI-PMH jurnal tidak memuatnya. Penulis tanpa ID OpenAlex dicocokkan berdasarkan nama, sehingga dua orang bisa tergabung atau satu orang bisa terpisah.

Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, pertama di-harvest 5 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">THE POTENTIAL OF LOCAL BRANDING IN THE ECONOMIC PERFORMANCE OF AGRO-PROCESSING INDUSTRIES AND AGROTOURISM IN VLORA, ALBANIA</dc:title>
	<dc:creator xml:lang="en">Polaj, Edvina</dc:creator>
	<dc:creator xml:lang="en">Kadiu, Edmond</dc:creator>
	<dc:creator xml:lang="en">Pepkolaj, Lekë</dc:creator>
	<dc:subject xml:lang="en">Agritourism</dc:subject>
	<dc:subject xml:lang="en">Agro-Processing Industry</dc:subject>
	<dc:subject xml:lang="en">Economic Performance</dc:subject>
	<dc:subject xml:lang="en">Local Brand</dc:subject>
	<dc:subject xml:lang="en">STATA</dc:subject>
	<dc:description xml:lang="en">This study investigates the influence of branding on the economic performance of agricultural-livestock agro-processing industries and agrotourism enterprises in the Vlora region, emphasizing two performance indicators: Performance 1 (revenue growth) and Performance 2 (financial improvement). The research aims to verify the relationship between the agro-processing sector and the development of agritourism by analyzing how branding and the marketing of locally indicated products enhance economic outcomes. Data were collected from over 100 agro-processing industries and agrotourism businesses and analyzed using the STATA software. The findings reveal that branding has a significant positive effect on financial performance, with revenue increasing from 1,111 to 2,593 after implementing branding strategies. Furthermore, the marketing of branded products is linked to a notable rise in tourist numbers—an average of 2,815 compared to 2,640 in non-branded businesses—demonstrating that brand identity strengthens the competitiveness and attractiveness of agrotourism destinations. The novelty of this study lies in its integration of branding analysis within the dual framework of agro-processing and agritourism, highlighting branding as both an economic and cultural lever for rural development. Unlike previous studies that examined these sectors separately, this research provides empirical evidence of branding’s role as a bridge between local product identity and sustainable tourism growth. These results underscore the strategic importance of investing in brand development to enhance rural economic resilience, promote value-added agricultural products, and stimulate regional economic development through the synergy of agriculture, industry, and tourism.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2025-10-12</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/42840</dc:identifier>
	<dc:identifier>10.22437/jiituj.v9i4.42840</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 9 No. 4 (2025): Volume 9, Nomor 4, December 2025; 1367-1377</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/42840/22269</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Edvina Polaj</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>