Survey on information and perception of young people for WB Tourism Data Analysis
1. 1 Survey Background and Goals
There were 440 young people, 18-30 years old from Albania, Kosovo*1, North Macedonia and Serbia who participated in the survey on the perception of young people about the Western Balkan tourism. The survey was conducted during May-June 2021 The data were collected through an online, self-administered questionnaire. The overall questionnaire contains 17 questions. There are included both open-ended questions (in order to allow the participants to give short answers) and closed-ended ones. The primary aim was to choose an appropriate methodology and to provide evidence on this significant issue. According to this, some key factors were identified based on the results of the respective places which often leads to similar conclusions overall The second major intent is to help all stakeholders to identify potential efficiencies from our results and help them to make use of this study The following findings were obtained after processing and analyzing the collected data and information.
1.2 Some Demographic Information
The first three questions refer to the distinct characteristics of the sample drawn The questions consist of three factors such as the place of origin, the age and the gender.
1 * This designation is without prejudice to positions on status and is in line with UNSCR 1244 and the ICJ Opinion on the Kosovo Declaration of Independence.
Chart 1: Where are you from?
Place of origin
As it is shown in the Chart above, an attempt is made to have a balanced number of participants from each place where the survey is conducted. However, the results indicate a range of participation between Albania (28%) to Kosovo (23%) from the total sample size of 440.
We have analyzed and interpreted the information gathered from the following questions in sample basis, indicating the average for the entire sample size and also by splitting participants into subgroups based on the place of origin.
Chart 2: Age
Chart 3: Age by places
by places
Chart 2 and 3 illustrate the age range of total participants and also divided by places On average, almost half of respondents (47%) are aged 18 to 22 Moreover, 75% of participants from North Macedonia fall in this range. The least common age of respondents (25%) is 27-30. However, high proportions of respondents from Albania (34%) and Kosovo (31%) are lying under this group age. All of them fulfill the criteria to represent the “youth” category with respect to the purpose of the study.
Chart 1: Gender Chart 2: Gender by places
Gender in average
Gender by place
Albania
Kosovo
North Macedonia
Serbia
Female Male Non binary
Female Male Non binary
According to Chart 4, in this survey, 68 % of the respondents were females and 32% males. There is only one participant from Albania, who does not identify with female or male gender at all. Kosovo was closest to achieve gender balance, whereas North Macedonia has the highest portion (74%) of female respondents following by Albania and Serbia with (69%) respectively.
Chart 3: Have you traveled in any of the Western Balkans six (Albania, Bosnia and Herzegovina, Kosovo, Montenegro, North Macedonia Serbia), so far?
No Yes
It is clearly shown in Chart 6 that on average, very few respondents have never traveled to any of Western Balkan places at all, so the majority of them (90%) have visited at least one of the Western Balkan places, outside the homeland However, among the youth of each place who participated in the survey, there are still 16% from North Macedonia, aging mostly from 18 to 22, who have not traveled yet.
Chart 4: Which one(s) have you visited?
Places visited so far
North Macedonia
Kosovo
Albania
Serbia Albania Kosovo North Macedonia Serbia
Albania 95% 59% 7% Bosnia and Herzegovina 26% 14% 16% 71% Kosovo 85% 12% 19% Montenegro 75% 74% 55% 77% North Macedonia 60% 66% 68% Serbia 21% 37% 73%
Note: The calculations from Chart are based only on the total of participants who have traveled at least to one Western Balkan place outside their home country.
Table 1: Places visited so far
WB countries Albania Kosovo North Macedonia Serbia
Albania 95% 59% 7% Bosnia and Herzegovina 26% 14% 16% 71% Kosovo 85% 12% 19% Montenegro 75% 74% 55% 77% North Macedonia 60% 66% 68% Serbia 21% 37% 73%
Referring to the table above, a high portion of Albanian participants have visited Kosovo (85%), Montenegro (75%) and North Macedonia (60%), the countries that Albania shares the land and maritime borders, while a few of them have travelled to the two other places, Bosnia and Herzegovina and Serbia. The respondents from Kosovo reveal that almost all of them (95%) have visited Albania, a high portion also have visited Montenegro and North Macedonia. Meanwhile some of participants have traveled to Serbia (37%) and few of them to Bosnia and Herzegovina (14%). The participants from North Macedonia declared that, they have toured mainly Serbia (73%), Albania (59%) and Montenegro (54%) and less to Bosnia and Herzegovina (16%) and Kosovo (12%). Also, the majority of young people from Serbia (at least 68%) have traveled to Montenegro, Bosnia and Herzegovina and North Macedonia. Around 19% of them have visited Kosovo and only 7% have been to Albania. However, on average, there are only 5% (21 individuals) of all respondents who have visited all the other five Western Balkan places outside their homeland.
Chart 8: What did you like the most when you visited this/these place(s)?
The characteristics liked most
The Chart 8 indicates that in average almost 70% or respondents identify the “Landscape” as one the main characteristics of the places they liked most followed by culture (by 63%, on average). Also, features like hospitality and culinary play important role in the attraction of participants. Some respondents from Kosovo, North Macedonia and Serbia have mentioned in particular the seaside and this inclination can be explained by the fact that these places do not have a coastline.
Also architecture, cultural heritage, history and even local markets were among the chosen preferences.
The characteristics liked most (on average)
2%
40% 63% 69%
44%
Culinary Culture Landscape Hospitality Other
Table 2: Which one(s) would you like to visit again?
Countries of WB Albania Kosovo North Macedonia Serbia already visited like to visit again already visited like to visit again already visited like to visit again already visited like to visit again Albania 95% 79% 59% 23% 7% 5% Bosnia and Herzegovina 26% 14% 14% 12% 16% 10% 71% 54% Kosovo 85% 44% 12% 3% 19% 11% Montenegro 75% 60% 74% 56% 55% 47% 77% 60% North Macedonia 60% 21% 66% 27% 68% 47% Serbia 21% 9% 37% 13% 72% 50%
In the Table 2 are presented the total results with regard to Western Balkans visited already by the majority of respondents and the places they would like to visit again in the future. As it is explained below more in detail, some of the participants declared that they would like to visit again the places they have already traveled to and some of them not. There is a decrease in the number of Albanian respondents who would like to revisit the other five Western Balkan places; in particular a significant drop of 64% is toward North Macedonia (from 70 visitors to 25) toward Serbia 54% (from 24 visitors to 11) and toward Kosovo 48% (from 100 visitors to 52).
Similarly, the results show a decrease in the number of youth from Kosovo who have already traveled to the Western Balkan places and prefer to visit them again; in particular a substantial fall of 66% is in the case of Serbia (from 35 visitors to 12) and toward North Macedonia of 60% (from 62 visitors to 25). Referring to the preferences of respondents from North Macedonia, there is also an evidence of the reduction in the number of participants who have once traveled to the other respective places compared to them who wish to see places again, especially a significant drop of 73% is toward Kosovo (from 11visitors to 3) and toward Albania 61% (from 54 visitors to 21). On the opposite, there is a slight decrease (by 16%) in the number of those participants from North Macedonia, who have already traveled to Montenegro, and prefer to visit this place again. According to the figures presented in the table above, there is a noticeable decline in the number of respondents from Serbia who want to visit Kosovo (from 18 visitors to 10), North Macedonia (from 65 visitors to 45) and Albania (from 7 visitors to 5) in the forthcoming time. Also, fewer participants who have already visited Bosnia and Herzegovina and Montenegro have expressed that they would like to visit again these places Although, the participants were asked only about the places they would prefer to visit again, some of them declared they will go to see “not visited yet” Western Balkan six in the future.
Chart 9: Have you share your travel experience with your friends and family?
Travel experiences shared Yes Somehow No
The results show that majority of the participants from all four places have shared their travel experiences with their family and friends. Only a very small number (in total 9 individuals) have preferred not to share or did not have the opportunity to reveal the experiences of their journeys.
Chart 10: For which reason(s) you have not been able to visit any of the Western Balkans six, so far?
Historical Pandemic Sociocultural Infrastructure facilities Language Security Mentality None Economic
The results above indicate the responses of 42 respondents from all places subject to the survey, who have never visited Western Balkans, outside their homeland. On average, 67% of them recognize the economic situation as the main reason for not being able to travel. However, 26% of the non-travelers gave no specific reason for not having undertaken any trip yet. Some participants from Kosovo, North Macedonia and Serbia have remarked the mentality as one of the reason for not traveling so far. Beyond economic situation, some participants from Kosovo have also indicated the security, language, infrastructure facilities, historical and social cultural factors as causes for their hesitation to travel.
Chart 11: What are you interested in when travelling?
Interested when traveling
Extreme sports Religion Eco-tourism Interacting with natives Art History Sun and beach Fun Nature Culture
Other Agro-rural sites
3% 19% 22% 22% 31% 36% 44% 60% 66% 66% 79% 81% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
As it is illustrated in the above Chart, the majority of participants have stated that culture (81%) and nature (79%) are two main aspects they are interested in when traveling. Also, sun and beach, having fun, respectively of (66%) are part of their interest. It is also worth to be mentioned that history, art, interacting with natives and eco-tourism are travel components/factors that triggered their interest As it is obvious from the results, there is less interest in religion and extreme sports by 22% respectively, and in agro-rural sites (19%) by the total respondents.
Chart 12: What motivates you to travel to Western Balkans six?
Motivation to travel
Others Novelty Escape Gain new friends Knowledge Adventure
8% 19% 31% 42% 51% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80%
According to the Chart 12, the majority of participants stated that experiencing new adventures (76%) is one of the reasons that motivate them to travel to Western Balkans six Also having more knowledge on that area and gaining new friends are among the main factors/incentives of motivations. There are some young people (31%) that traveling abroad motivate them to escape from their homeland for a while.
Graph 13: Do you have any of the Western Balkans six which you would not prefer to visit?
Places not preferred to visit in the future
Graph 14: Do you have any of the Western Balkans six which you would not prefer to visit?
Total not preferred None
Referring to the graphs 13 and 14, on average, 64% have not chosen any Western Balkans six not to visit in the future. However, the level of respondents from each place who do not prefer to travel to Western Balkans is still high. In particular, participants from Kosovo and Albania have
mentioned “Serbia”, by (36%) and (26%) respectively as the country not preferred to be visited. Also 29% of North Macedonians have opted for Kosovo as not a country of their preference. Moreover, 16% of participants from Serbia have determined “Albania” and “Kosovo” as the places not to go for holidays or other reasons in the future. Lastly, it is worth to mention that none of the participants in the study has elected “North Macedonia” as a country not preferred to be visited
Table 3: For what reason you do not prefer to travel?
Albania Kosovo North Macedonia Serbia
Issues with cross boarding
11 27% 9 23% 5 12% 5 15% Mentality 21 51% 16 40% 18 42% 20 61% Security 12 29% 19 48% 14 33% 16 48% No curiosity 12 29% 8 20% 8 19% 6 18% Prejudices 14 34% 10 25% 7 16% 6 18% Lack of information 7 17% 8 20% 16 37% 3 9% Total 41 40 43 33
The table above indicates the number of those participants (in total 157, representing 36% of the entire sample) who have mentioned/cited, at least one Western Balkan place outside their homeland not to visit in the future and also the main reasons causing this issue. On average, 48% of them have stated that mentality is one of the main reasons when choosing to travel to a specific destination; they may worry what other people will think about them. Also, some of them (39% averagely) do not feel safe and secure to be traveling. In particular the issue of safety is more noticeable among the participants from Kosovo and Serbia at 48% in both cases. Also the prejudices, the lack of information and their consequences may lead to fear of making the wrong decision. However, some participants, on average 22%, have declared that there is no more interest, intrinsic motivation to raise their curiosity to visit (again) the other Western Balkan places.
Although the numbers of respondents who still hesitate to travel to Western Balkans six is relatively high, most of them have agreed that increased awareness of culture and heritage, creation of more opportunities to meet new people from different countries and to learning further about their culture would be consequences/impact of youth tourism. Also they came to an understanding that the youth tourism might affect the promotion of good neighborly relations and some changes in social patterns and political views. In average, 82% of all respondents agreed with all the statements above. Only 5% expressed disagreement and the rest (13%) chose to remain neutral.
Chart 17: Do you think youth in your homeland have sufficient knowledge on Western Balkan culture heritage?
Yes Somehow No I don't know
North Macedonia Serbia
According to the perception of 67% of total respondents, the youth in their countries have sufficient knowledge on Western Balkan heritage. However, 20% averagely (on average) have a contrary negative/opposite opinion about the level of awareness and understanding of youth on this interesting, yet challenging topic, in particular according to the respondents from Serbia (29%) and from Albania (24%). Hence, 13% of them have no clue and lack of the necessary information to answer properly this question.
Chart 18: In your opinion, does the tourism between the Western Balkan six influence good neighboring?
As it is clearly shown in the Graph 17, the majority of all young people (averagely 83%) who partook in the study stated that the tourism between Western Balkan places may positively influence the neighborhood They are of the opinion that development of tourism strategies can play a key role in improving the relations between the people of these places There are only few respondents that believe the opposite (approx.8% on average), that the tourism may not help to a good neighboring between Western Balkan countries.
Graph 19: What are the actions that should be undertaken to promote the Western Balkan Tourism?
Lastly, the participants were asked through an open-ended question to give their opinions and suggestions about the implementing actions that could be carried out to promote and reinforce the Western Balkan tourism. Around 16% (69 participants) have chosen to not answer this question. However, the high response rate, approximating 84%, shows their efforts to give several recommendations at once. Referring to the graph above, on average 28% of participants from all the four places have suggested the creation of more opportunities for citizens to know
and appreciate each other through different activities such as organizing weekend trips, attending on premises and online trainings, seminars and meetings where they can share ideas and information about their culture and traditions, The importance of marketing is also emphasized, in particular by respondents from Albania (24%) and North Macedonia (21%). Another aspect mentioned and treated is the political influence. Some of respondents are of the opinion that politics should avoid inappropriate language and speech towards each other, and have positive effect in building better and closer neighborly relations, making easer the cross boarding, diminishing barriers Other important challenges for local governments, civic societies, travel agencies and even for citizens of each Western Balkan places are guaranteeing the safety, political stability and discarding of prejudices. The prices and tariffs should also be revised with respect to traveling, accommodations, trips, excursions and other activities, in particular identified by some Albanian participants Moreover, the youth exchange programs, cultural projects and similar were also suggested by some respondents to impart knowledge and explore their role in intercultural and transcultural communication. Although the majority of respondents were ready and eager to share their thoughts and opinions, there is also a small group, who have already answered this question, yet did not express any opinion (on average, 9%) or very few think that there is nothing to do on this matter (1%).
Findings
The high response rate of participants (84%) to give their suggestions through an open ended question indicate their willingness to contribute to the improvement of Western Balkan youth behavior on the destination choice, to development of travel motivations and to any possible conflict resolution.
The main reasons causing the refusal to not travel to some of Western Balkans places were mentality, prejudices, safety and lack of information. On average, 48% of them have stated that mentality is one of the main reasons when faced with a choice to travel to those places. They also worry what other people will think about them. Also, some of them (39% averagely) do not feel safe and secure to be traveling. In particular the issue of safety is more noticeable among the participants from Kosovo and Serbia at 48% in both cases.
The significance and the role of marketing were also revealed on average by 19% of respondents. By building and developing effective tourism marketing strategies, more attractions, nature, food, common culture, values could be promoted through several articles, photos and videos on TV, websites or social media and other platforms used in particular by youth.
Another aspect strongly emphasized is the political influence. The politics should positively affect neighborly relations, making easer the cross boarding and diminishing barriers. Therefore accepting the differences and strengthening collaboration are very essential.