Decision making is a significant responsibility for business managers, their decisions impacting business performance. Managers are therefore interested in acquiring and implementing reliable methods for making decisions both now and in the future. Currently, in the countries in the Albanian-speaking regions of the Western Balkans, intuitive decision-making methods predominate. In order to find appropriate methods for assessing and prioritizing goals, new approaches to decision making should be adopted. Various methods have been developed for multi-criteria decision making. One of these is the Analytic Hierarchy Process (AHP) method—a method which should receive more attention than it has up to now. We would like to show that the AHP method could be of great use in decision making. Through a case study, this paper explores the AHP, a method with three levels in which the identification of decision-making criteria is based on the perceptions of managers and consumers. The paper’s findings offer an important guide for managers to improve decision making and enhance performance in competitive markets.

This study explores the impact of organizational antecedents (i.e., self-managed teams, career advancement, work environment, and leadership, and of individual antecedents (e.g., gender, age, job level, and tenure) on employee empowerment in the hospitality industry. A total of 532 valid responses from a survey conducted in 60 hotels in the United States were received. Data were analyzed using factor analysis and correlation analysis. Findings suggest that self-management, work environment, and leadership are reliable predictors of employee empowerment in the hotel sector. Empowerment makes employees feel better about their jobs and themselves. Organizations need to learn that empowering employees to improve their performance requires a fundamental shift in the entire organizational culture—a much bigger job than it was initially perceived to be

This study explores the impact of geographical origin in consumer expectations. Willingness to pay (WTP) for geographical origin was measured in three different information conditions (blind, labeled, and both blind and labeled) using an open ended technique of contingent valuation (CV) in the framework of expectations-disconfirmation theory (EDT). The results from the EDT show that a product with a positive reputation and highly preferred by the consumer is losing continuously the premium price paid for it. The decrease of the WTP in full information condition for the most preferred origin is probably due to the lowered consumer expectations and to the damages of the good image as a result of unfair competition, usurpation, and the misappropriation of the name. Geographical indications (GIs) may offer a solution to these problems by preserving the predictive value of origin information, maintaining high consumer expectations, and also preserving the good reputation of the product.

An integrated framework for customer loyalty in the hotel sector

The local food concept is analysed from a supply chain perspective and its positive environmental effects. Revitalised local economies, reduced greenhouse emissions, preservation of farmland and rural lifestyles associated with local products impacts consumer preferences by reflecting a positive attitude toward locally grown products. In addition, the health benefits of local products are more frequently evoked by consumers than those of organic-local products. However, the labelling of such products is used despite consumers and/or producers not being clear about the attributes conferred by the product locality. In this context, this paper aims to clarify the perception of Albanian consumers regarding local fruit and vegetables. The results show that the positive WTP for local food relies on the consumer concern about health and environmental issues. In the case of Albanian consumers, this is driven more by health, taste and environment. Surprisingly, environmental concern exceeds other attributes like price and origin. In this case, environmental issue overlaps health, and it is used as a surrogate indicator for the latter. This is due to the lack of trust in public authorities that fail to assure an efficient quality control process in the agriculture and food sector.

Digital skills play a central role in the ongoing transformation of tourism and hospitality. This study analyzes several issues, such as the structure of digital competencies and workforce segmentation, within the tourism sector in Albania areas where empirical evidence remains scarce. The motivation for inclusion in this study focuses on the void between advanced technologies and the skills gap, while identifying opportunities for change in this direction. The quantitative design considers a sample composed of owners, managers, and operational staff. Data analysis includes descriptive statistics, Pearson correlation analysis, heatmap visualization, cluster analysis, and workforce segmentation. The data processing reveals that while foundational digital literacy is well-evidenced, a significant gap exists in advanced analytical competencies and emerging technologies. The findings regarding workforce segmentation into three distinct groups: Digital Pioneers, Functional Users, and Digital Laggards are of high importance. Equally significant are the findings concerning disparities in digital maturity across sectors. Sectoral analysis reveals higher advanced digital skill levels in accommodation and destination management, while food and beverage businesses show lower digital proficiency. This study contributes by providing an empirical framework that links digital skill structures, workforce segmentation, and sectoral differences, offering evidence-based insights for targeted digital upskilling in tourism and hospitality. The findings highlight the need for differentiated digital training strategies tailored to workforce segments, organizational roles, and tourism subsectors.