Public Relations as a Function of Creating the Identity of a Tourist Destination

Nina Kepeska – University St. Kliment Ohridski, Bitola, Faculty of the Tourism and Hospitality, Kej Makedonija, 6000 Ohrid, North Macedonia

Lidija Simonceska – University St. Kliment Ohridski, Bitola, Faculty of the Tourism and Hospitality, Kej Makedonija, 6000 Ohrid, North Macedonia

Abstract: This paper is in the context of identity creation as a key factor for tourist destination attractiveness. The theoretical research is supported by empirical research, that includes many respondents on several aspects of the current sit­uation of Ohrid, thus determining just how much this most important tourist destination in North Macedonia is recognizable and attractive on the global market. Through constructive criticism and friendly advice, upon determining the strengths and weaknesses, recommendations for future actions will be given, i.e. where and in what manner should the tourist entities and related fields be motivated to implement modern PR solutions.

The ultimate goal is building a globally better image, reputation and branding of Ohrid, which will result in creating a more quality, segmented tourist offer that will be well placed, easily accessible and valorised on the market and will have multiple positive effects on the destination, the tourist and community entities, with long-term sustainability.

8th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2024 – Conference Proceedings, Hybrid (Zayed University, Dubai, UAE), October 24, 2024

ITEMA Conference Proceedings published by: Association of Economists and Managers of the Balkans – Belgrade, Serbia

ITEMA conference partners: Faculty of Economics and Business, University of Maribor, Slovenia; Faculty of Organization and Informatics, University of Zagreb, Varaždin; Faculty of Geography, University of Belgrade, Serbia; Institute of Marketing, Poznan University of Economics and Business, Poland; Faculty of Agriculture, Banat’s University of Agricultural Sciences and Veterinary Medicine ”King Michael I of Romania”, Romania

ITEMA Conference 2024 Conference Proceedings: ISBN 978-86-80194-89-9, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2024

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