OHRID BETWEEN IDENTITIES: IMAGE, EXPERIENCE, AND TOURIST PERCEPTION

Goran Kitevski, Ace Milenkovski and Mijalce Gjorgievski
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Goran Kitevski: Ss. Cyril and Methodius University of Skopje, Faculty of Natural Sciences and Mathematics, Institute of geography Skopje
Ace Milenkovski: University of Skopje, Republic of North Macedonia
Mijalce Gjorgievski: University of Skopje, Republic of North Macedonia

UTMS Journal of Economics, 2025, vol. 16, issue 1, 1-10

Abstract: This paper investigates the relationship between destination image and tourist perception of Ohrid (N. Macedonia). While Ohrid projects an image as a place of natural, cultural and spiritual heritage, affirmed by its UNESCO World Heritage status and significance—tourist perceptions vary significantly across domestic and foreign visitor groups. The study uses a mixed-methods approach, combining surveys, social media analysis and data mining, to see how tourists actually experience the city. Findings reveal a strong appreciation among foreign tourists for Ohrid’s nature and culture, in contrast to domestic tourists who often associate the destination only as a basic tourism weekend and/or seasonal getaway destination. A growing difference is observed between Ohrid’s promoted identity and its actual tourism practices, mainly during the peak summer season characterized by mass tourism, overcrowding, and large-scale commercial events. These contradictions highlight the need for a more coherent and sustainable tourism strategy that bridges the gap between image, perception, and actual experience.

Keywords: Ohrid; destination image; tourist perception; overtourism; tourism identity (search for similar items in EconPapers)
JEL-codes: M30 R11 Z32 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ris:utmsje:021578

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