UAMD’s Role in Tourism Workforce Development and Institutional Marketing

Abstract Book of the 8th International Conference on Applied Research in Education

Year: 2026

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UAMD’s Role in Tourism Workforce Development and Institutional Marketing

Brunilda Licaj, Marsida Abdyl , Mirela Tase

ABSTRACT:

This study aims to analyze how the quality of academic training of employees in the tourism and hospitality sector influences the institutional positioning and marketing strategies of the “Aleksandër Moisiu” University of Durrës (UAMD). In a labor market characterized by high seasonality and increasing demand for specialized competencies, the perceptions of economic actors regarding the quality of human resources trained by the university constitute a key indicator for evaluating the effectiveness of academic programs and institutional image.
The study’s methodology is based on the analysis of data collected through two structured questionnaires: (1) a questionnaire administered to tourism business managers in the Durrës region, focused on evaluating employees’ professional competencies, theoretical preparation, practical skills, and their level of interaction with UAMD; and (2) a questionnaire dedicated to hospitality-sector employees, measuring the extent to which their university education aligns with the operational requirements of the industry.
The findings are expected to yield significant evidence on the interdependence between the quality of university training and the perception of UAMD’s institutional brand within the tourism market. The analysis contributes to identifying gaps between academic offerings and industry needs, providing recommendations for reshaping university marketing strategies based on empirical insights. The study supports the perspective that employee performance in the hospitality sector functions as a powerful communication mechanism for the university, positioning UAMD as a key actor in the development of human capital within Albania’s tourism industry.

Keywords: University Marketing, Tourism Workforce Development, Human Capital Formation, Hospitality Sector, Tourism Businesses, Institutional Branding, Higher Education And Labor Market