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

Author(s): Nina Kepeska, Lidija Simonceska
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Public relations; Tourist destination; Ohrid; North Macedonia; Sustainable tourism
Summary/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.

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