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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) · pp. 1367–1377

DOI
10.22437/jiituj.v9i4.42840
ISSN
2580-2259, 2580-2240
Published
2025-10-12
Publisher
LPPM Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

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.

Keywords

Collaboration network of the authors

17 authors · 50 co-authorship links · 32 across different organisations

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Ahmad Dahlan
  • Universidad de Zaragoza
  • Marin Barleti University
  • Agricultural University of Tirana
  • Universiteti Metropolitan Tirana
  • Sebelas Maret University
  • Universitas Katolik Santo Agustinus Hippo
  • Other organisations
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
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 RamadhaniAffiliation unknown1
Ibrahim KhalilUniversity of Bisha1
Sofwan AdiputraUniversitas Muhammadiyah Pringsewu1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (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>