THE FESTIVALS AS A TOOL ON OHRID TOURISM DESTINATION BRANDING

Zoran Strezovski () and Sasko Gramatnikovski ()
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Zoran Strezovski: University of Tourism and Management Skopje, Macedonia.
Sasko Gramatnikovski: University of Tourism and Management Skopje, Macedonia.

UTMS Journal of Economics, 2013, vol. 4, issue 3, 377-382

Abstract: The main aim of the paper is about festivals in the southern west city in the Republic of Macedonia – Ohrid, empirical research of influence of the Ohrid summer festival on Ohrid tourism destination branding. Its strength to attract foreign tourist and the role of Ohrid municipality and tourism stockholders to use festival as a tool to attract more foreign tourist and branding Ohrid as a tourism destination. Nowadays, many tourist organization develop strategy for creating or support festivals on their destination. The festivals have strong influence of the destination attracting many foreign tourist. Some cities are branding as a festival cities, attract over million visitors per year. Ohrid summer festival as a member of European festival association, is the most important festival in Ohrid city but also in the country. The festival has the role to promote and present culture achievements from the country but also it is attractive factor for foreign tourist to visit Ohrid city and the region in the summer period. It is held from 12 of July until 20 of August each year. Ohrid municipality should incorporate Ohrid summer festival and other festivals in general promotion on Ohrid city. It should support and create new festivals. This paper presents an action research conducted on a sample of 150 foreign visitors on Ohrid summer festival during the festival from 12 July till 20 august 2010.

Keywords: Ohrid summer festival; foreign tourists; Ohrid municipality; destination; branding (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2013
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