University „St. KLIMENT OHRIDSKI“

FACULTY OF TOURISM AND HOSPITALITY -

OHRID

Candidate: Michael Risteski

Self-summary of PhD thesis titled:

TOURISM VALORIZATION AS THE BASIS FOR MANAGING

TOURIST AREAS

Mentor:

Sasho Korunovski, PhD

Ohrid, 2019

CONTENTS

INTRODUCTION...........................................................................................................................2

1. RELEVANCE OF THE TOPIC..................................................................................................5

2. SUBJECT AND PURPOSE OF THE RESEARCH...................................................................5

3. CONCEPT OF THE DOCTORAL THESIS.............................................................................12

4. EXPECTED RESULTS FROM THE RESEARCH..................................................................16

5. DOMAIN IN WHICH THE PHD THESIS REPRESENTS A CONTRIBUTION TO

SCIENCE.......................................................................................................................................19

6. METHODOLOGY USED FOR PREPARING THE DISSERTATION..................................21

7. CONCLUSION..........................................................................................................................26

1

INTRODUCTION

Tourism is a multidimensional phenomenon on a global scale. Contemporary conditions

of operation in the field of tourism are characterized by sharp competitiveness. The competition

on the tourism market can be at different levels. From the aspect of tourists, the tourist product

they consume is a complex structure that unites a large number of actors and subjects in a given

space. In fact, tourists traveling in a certain tourist area individually and differently perceive the

tourist products that are being offered to them. Tourism products are the sums of individual

services, contents and activities that are being offered to tourists while visiting and staying in

given areas called tourism destinations. The individual components of the destinations’ offer

must correspond and complement each other. This is done in order to provide unique experiences

to the tourists during their stay. From this derives the need for managing tourist areas. The

subjects for the management operations are usually specialized structures or organizations. For

the successful performance of the various managerial functions, such organizations should have

full insight into all the available opportunities, aspects and elements of the tourist areas in which

they operate. For that purpose, it is necessary to establish different systems for evaluating the

available components, which is called tourism valorization.

The concept of tourism valorization is only partially and sporadically covered in our

country. Furthermore, managing tourist areas by distinctive destination management

organizations has not yet been implemented to a satisfactory level. In such conditions of tourism

development, the idea developed to write this doctoral thesis. From this arose the need for

expansion of the tourism valorization concept to the domestic scientific and professional public.

This is enabled through a comprehensive, substantial and systematic analysis of the tourism

valorization process in order to promote the management of tourist areas.

The basic subject of the thesis’ research consists in determining the place, role, function,

types and approaches of tourism valorization in the management processes of tourist areas. This

doctoral thesis has a dual purpose. Thus, on the one hand, it should contribute to the enrichment

of scientific thought through the use modern concepts and approaches for tourism valorization.

On the other hand, the results and knowledge of the thesis should be in the function of

intensifying tourism development on a specific territory.

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The process of research through all its phases was carried out with the use of a conceptual

theoretical and methodological framework, which consisted of both cabinet and empirical

analysis. This led to primary and secondary data and findings. The collection, systematization

and processing of data, as well as the presentation of the obtained results, was made possible

through the application of quantitative and qualitative research approaches. The cabinet research

in the thesis included review of wide international scientific and professional literature. The

empirical research activities involved the implementation of modern methodological approaches

for valorization of several aspects of tourism. The scientific - applicative verification of the

thesis consists in the practical use of summarized knowledge, global experiences and best

practices for the process of valorization in a defined tourist area. Thus, the case study within the

thesis is the Ohrid tourist area, which was chosen due to the fact that it represents the most

developed tourist region in our country and beyond. The research results made it possible to

come to conclusions and suggestions that will contribute to intensify and promote tourism

development. It should serve as a framework for creative use of various valorization approaches

in tourism management processes, not only on the territory of the Ohrid tourist area, but also in

the wider surroundings.

The doctoral thesis includes the following components:

- Systematized theoretical and methodological approach that allows for the establishment

of the basic research framework of the thesis from a theoretical and practical point of view.

- Apart from the fact that the thesis covers and elaborates a large number of approaches

for conducting tourism valorization in different circumstances and environments, it also applies

to the use of such knowledge in a specific territorial unit. Thus, the thesis is significant not only

in theoretical but also in practical terms, since the results can be applied to other similar areas

and regions.

- By using modern scientific approaches for collection, systematization and data

processing in the thesis, the tourist area of the Ohrid region was valorized, thus obtaining more

reliable results for their application in the practical domain.

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- Analyzed was also the importance of tourism valorization in the management processes

of tourist areas. The findings in this regard receive an applicative dimension through their

practical implementation in the Ohrid tourist area.

- The thesis covers the links and relations between the sustainable development of

destinations and tourism valorization. The concept of sustainable development is an essential

component of modern forms of tourism management. It is precisely the tourism valorization that

is fundamental for the implementation of this concept.

- Covered is the significance of valorization of tourist values that the tourist areas have,

which is the basis for determining and developing selective types of tourism, as well as

developing a more effective and efficient management of such areas. A particularly important

category in this analysis is the development of the quality of tourism products and services

through the use of modern global approaches and methods. A significant role for promoting the

value and quality of tourist attractions plays their interpretation.

- Within the doctoral thesis a valorization analysis of the market conditions and

performance of tourist areas was also carried out. This is particularly important in terms of the

selective development of tourism. In this regard covered were tourist demand and offer, as well

as the performance on the tourism markets and the achieved results. An important component in

this section is the marketing approach.

- The abovementioned research components within the paper are analyzed in detail and

structured in terms of their applicability in the Ohrid tourist area. In this sense, the specific

tourist area is analyzed through spatial, managerial - systemic, sustainable, socio - economic and

tourist - developmental valorization. An important component in this section is the valorization

of the tourist and resource possibilities that this tourist area has and which represents its

development potential. This particular valorization includes successful and modern approaches

for selective tourism development and their management.

- The applicability of this thesis is especially emphasized through the inclusion of

developmental perspectives of the Ohrid tourist area, as well as the suggested measures and

activities for advancing its management and development.

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1. RELEVANCE OF THE TOPIC

The general conclusion is that the topic of the doctoral thesis is exceptionally relevant

both for expanding the field of scientific interest in the field of tourism, as well as for the

practical application in the Ohrid tourist area and the wider surroundings.

The conducted research activities are central to the PhD thesis. Such activities define

contemporary approaches, like the models of valorization that are made possible through primary

and secondary research. Considering the fact that the tourism sector in the Ohrid tourist area, as

well as in our country, does not have a larger experience in the domain of tourism valorization, it

is necessary to apply international knowledge and best practices. Therefore, this paper

establishes itself as a contemporary research concept of empirical approaches through which the

tourism knowledge is expanded with an emphasized function of applicability. The justification of

the PhD thesis is also related to the correct use of the obtained results and their interpretation to

the professional and scientific public in the field of tourism. The realization of the research

activities and the obtained results enabled the providing of structural measures and activities in

the direction of creative use of the different valorization approaches, and thus a more intensified

tourism development in the Ohrid tourist area and beyond.

Therefore, it can be concluded that the goals set in the paper and their fulfillment through

the realization of the research work have scientific and practical justification. This thesis will not

only deepen the scientific thought, but will also contribute to the increase of direct economic

benefits from advancing tourism development in the analyzed spatial area. The results and

approaches of this paper can also be applied to other similar spatial units.

2. SUBJECT AND PURPOSE OF THE RESEARCH

The scientific and practical validity of this paper is made possible by applying an

adequate theoretical and methodological approach in the research processes. This approach

includes: defining the subject of the research, determining the objectives to be achieved by this

paper in a theoretical and practical sense, as well as determining the tasks for achieving the set

goals. Within the theoretical and methodological approach, determined is the methodological

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framework according to which the scientific research is carried out. In this regard, first the

hypotheses are defined that represent predefined answers and results that are expected to be

obtained from the research and which will solve the set problems. Afterwards, in the

methodological framework are included methods and techniques that are used for conducting the

different phases of the research process. This will allow for determining opinions and

conclusions. From the collected, sublimated and processed data, conclusions can be made about

the phenomena and connections related to the research problem of the thesis. The theoretical and

methodological approach is completed with the assumptions for the fulfillment of the individual

research phases and the effects that the obtained results will have from a theoretical and practical

point of view.

The main issues covered in this paper refer to the valorization processes in tourist areas.

Valorization is the evaluation of various aspects of the tourist phenomenon. Because tourism is a

complex category, therefore its valuation, or valorization, is also a complex and

multidimensional process. Valorization is a fundamental activity by the organizations and

structures that are planning, managing and developing tourism in a designated area. In the paper,

through the use of various contemporary methodological approaches, the process of valorization

is elaborated. The subject matter is also related to the research problem of this doctoral thesis.

The scientific - applicative foundation of the thesis is reflected in the application of summarized

knowledge about the process of valorization in a specific tourist area. Accordingly, the main

subject of research is the following:

Determining the place, role, function, types and approaches of tourism valorization in

the processes of managing spatial units in a tourist - developmental sense. More specifically,

elaborated are the aspects of tourism valorization in the Ohrid tourist area in the direction of

establishing and developing modern selective types of tourism.

Valorization in the most general sense implies the use of different approaches to

discovering and defining the values of phenomena, relationships and processes in tourism. It is a

fundamental element of the processes for determining directions for tourism development. Due

to the fact that each individual tourist area requires the use of unique approaches to tourism

management, valorization is a complex task for tourism-management structures. Hence, different

challenges arose in the preparation of this doctoral thesis. Namely, the thesis tries to provide a

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comprehensive analysis of modern scientific and research activities in the field of tourism

valorization. The paper identifies the most relevant and contemporary global experiences related

to various aspects of valorization. These experiences are analyzed in detail through sound critical

reviews and selection of the best solutions for application in a specific tourist space - the Ohrid

tourist area. The valorization of the Ohrid tourist area is in fact a case study within the doctoral

thesis. The selection and prioritization of applicative solutions for valorization was accomplished

by examining the individual advantages and disadvantages in the implementation of various

valorization aspects. The paper concludes with defined concrete proposals for promotion and

development perspectives of tourism in the designated area.

From the elaboration of the thesis’ subject, several goals emerge which are expected to be

achieved. The research objectives are categorized by the sphere to which they relate. In this

sense, the objectives can be divided into theoretical and applicative.

 

From a theoretical point of view, the main goal of the paper is to enrich the scientific

thought with empirical concepts and approaches in the domain of tourism valorization. In

particular, the thesis should achieve the following individual theoretical goals:

 - Clarity in the distinction of terms associated with valorization;

- Determining qualitative and quantitative aspects of tourism valorization;

- Highlighting the affirmative and restrictive features of tourism valorization;

- Summarizing the types and approaches for valorization of various tourism resources;

- Determining the place and role of tourism valorization in the processes of managing

tourist areas;

- Defining modern methods for valorization of the different tourist areas’ elements;

- Proposing the basics for segmenting tourist demand;

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- Using valorization in research activities related to sustainable tourism;

- Defining tourist attractions and their role in tourism development;

- Determining the significance of interpretation in increasing the value of tourist

attractions.

From a practical point of view, the findings of this doctoral thesis should allow for the

intensification of tourism development on the territory of the Ohrid tourist area through the

appropriate application of valorization. Furthermore, the summarized research findings in the

paper could be applied in other similar tourist areas in a tourist-developmental sense. The

individual applicative goals of the paper are the following:

- Selection of the best solutions for valorization of different types of tourist values and

sites;

- To prioritize the elements in a specific tourist area;

- Evaluating the life cycle phase in which the tourist area is currently in and determining

ways for prolonging the phase;

- Determining and evaluating the selective tourism development, and thus taking

decisions for the development of certain types of tourism;

- Determining developmental guidelines for the creators of tourism policies;

- Enabling more efficient networking between different stakeholders in the tourist area;

- Defining and classifying tourism resources and attractions of a defined tourist area;

- Determining and undertaking specific marketing activities in order to increase the

number of visitors in the tourist area;

- Determining market trends affecting a certain tourist area;

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- Defining the competitive advantages of a given tourist area and thus increasing its

competitiveness;

- Defining the best solutions for development of sustainable tourism in a designated area;

- Enabling easier management of protected areas;

- Defining corrective actions for removing the negative factors that affect sustainable

operation;

- Determining time-based fluctuations and seasonality of tourist visits to the available

attractions as well as removing those negative occurrences;

- Evaluating and improving the interpretation of tourist attractions;

- Determining and evaluating the quality of tourist attractions in the function of its

advancement;

- Evaluating the human resources in a certain tourist area and undertaking corrective

actions when needed.

Achieving the defined goals is made possible by determining specific activities that need

to be undertaken. Those activities are in fact the tasks of this doctoral thesis. They explain the

basic theses that shape the structure of this scientific research paper. These tasks are given

below:

- Conceptual and structural definitions about tourist areas;

- Determining destination management as a contemporary concept for operating in tourist

areas;

- Specifying and applying the life cycle concept of tourism destinations;

- Defining sustainable tourism as the main necessity for appropriate development of

tourist areas;

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- Applying the concept of valorization of protected areas with the aim to achieve

sustainable development;

- Using management strategies for implementing sustainable development in tourist

areas;

- Determining the significance and the function of tourist attractions in the operation of

tourist areas;

- Defining the significance of tourist attractions’ interpretation with the aim to increase

their value;

- Determining and clarifying the basic approaches and methods for valorization of

tourism resources;

- Conceptualizing and determining (valorization) the quality of tourist attractions;

- Determining management methods and activities in the function of increasing the value

of tourist attractions;

- Conducting market valorization and market performance of tourist areas;

- Valorization of Ohrid tourist area in a spatial – developmental sense;

- Valorization of management systems that operate in the Ohrid tourist area on different

levels;

- Valorization of sustainable tourism in the designated area;

- Definition and valorization of the tourist – resource base of the designated tourist area;

- Valorization of the tourism market of the Ohrid tourist area;

- Valorization of the competition of the Ohrid tourist area;

- Socio-cultural and economic valorization of the designated area;

- Valorization of the tourist-developmental possibilities of the Ohrid tourist area.

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The abovementioned tasks individually consist of more specified sub-activities. This has

the aim to gain research results by using the appropriate methodological methods and tools.

The main hypothesis within the doctoral thesis determines the use of modern types of

valorization in the development strategies, plans, programs and actions in order to advance

tourism at all levels. It should be emphasized that as a case study for testing the hypothesis is

used the territory of the Ohrid tourist area. The main assumption of this paper is based on the

view that the designated tourist area has a variety of tourism potentials that are not adequately

valorized, and thus insufficiently used in the sense of developing alternative and modern

selective types of tourism. The use of the best global practices and experiences for the

implementation of the different valorization concepts will influence the intensification of tourism

development in the Ohrid tourist area. Accordingly, the basic hypothesis of the doctoral thesis is

the following:

Systematic valorization of the various tourism resources that exist in the tourist areas,

from all their aspects, will enable more effective and efficient management of those spatial

units.

In order to test the basic hypothesis of this paper, it is necessary to define, test and then to

accept or reject the following auxiliary hypotheses (sub-hypotheses):

Destination management organizations can contribute in a more efficient

management process in the tourist areas;

Determining the phase of the life cycle of a designated tourist area represents the

basic determinant for defining the directions for strategic development;

The implementation of contemporary valorization methods can contribute in the

development and advancement of sustainable tourism;

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Interpretation of tourist attractions can significantly influence the increase of their

value and quality;

The Ohrid tourist area has a very favorable tourist – geographical position;

The Ohrid tourist area has a relatively high level of sustainable tourism operation;

The tourist – resource base of the Ohrid tourist area has a large attracting potential

that enables the development of modern and interesting selective types of tourism;

The Ohrid tourist area has the highest level of tourism competitiveness compared

with the surrounding areas;

The socio-cultural and economic functionality of the Ohrid tourist area shows that

it has unique and significant values in this regard;

Tourist-developmental opportunities of the designated area are very favorable in

the sense of their further advancement.

3. CONCEPT OF THE DOCTORAL THESIS

The first chapter of the doctoral thesis covers the theoretical - methodological approach

that represented the basic framework for the realization of the research. In this sense, the basic

components of the methodological approach are included: the need for writing this paper, the

goals to be achieved in a theoretical and practical sense, the specific tasks that were used in order

to achieve the defined goals, the methods, techniques and approaches used in the cabinet and

field research activities, the basic and auxiliary hypotheses that the research should confirm. The

expected results and the theoretical/operational assumptions of the research constitute the

projection component of the paper and are an integral part of this chapter.

The second chapter of this PhD thesis refers to the role of valorization in the

management processes of tourist areas. More specifically included are the components for

determining the fundamental categories of tourist areas related to their conceptual definition. By

using an analytical methodological approach, the elements of a tourist area (destination) are

12

examined. The actuality of this chapter of the paper consists in presenting modern concepts for

managing tourist areas. In fact, this is the concept of creating unique destination management

organizations as carriers of the main management functions in the tourist areas. Destination

management contains the essential elements of organizing and planning processes, as well as the

characteristics and advantages of managing tourist areas. In this direction, the concept of life

cycle of tourist areas with individual development phases is also examined. From the aspect of

the management process, various approaches are included for the extension of the different life

cycle stages in the tourist areas.

The third chapter of the paper points to the need to use the concept of sustainability in

tourism developmental processes. Namely, one of the most influential global phenomena that

influences all domains of modern living is sustainability. On the other hand, the tourism

phenomenon itself is characterized by a global scale. The symbiosis of these two spheres results

in the need for developing sustainable tourism. Therefore, valorization of tourist areas should be

in the function of sustainable development. In this sense, this chapter deals with the main

categories and concepts of sustainable development through its conceptual definition and

determining the development framework for its realization. In addition, some of the most

important initiatives and approaches for the management structures have been addressed for

achieving appropriate sustainable development.

The fourth chapter highlights the importance of valorization of tourist attractions of the

tourist areas in the function of their management. Thus, it is unthinkable proper management of

tourist areas to exist without the definition and analyzing of tourist attractions. In this chapter, a

clear distinction is made between the terms tourism resources and tourist attractions. Namely,

the tourist areas have a large number of resources that can be in the service of tourism. In order

to be part of the tourist offer, the resources need to be analyzed, or in other words valorized.

Such valorization of resources allows their allocation and their use in tourism terms. Once

valorization of tourism resources has been carried out, they are transforming into tourist

attractions because of their capacity to attract tourists and visitors to the places where they are

located. Therefore, this section covers the fundamental premises that define and determine

different tourist attractions. More specifically, this is realized through their conceptual definition,

determining their role, as well as through the approaches for achieving appropriate development

13

and interpretation. Particularly interpretation is considered as one of the most significant

techniques for generating additional value of the attractions themselves. In regard to this paper’s

theme that is related to valorization, in this chapter examined are the most used methods for

valorization of tourism resources. Numerous methods for valorization of resources are

systematized according to the spheres of their influence (economic, social and cultural sphere).

One of the most important indicators for evaluating the success of defined tourist attractions is

the valorization of their quality. In this sense, a larger number of dimensions constitute the

quality. The techniques and activities of managing the various aspects of the attractions are

aimed at improving their quality. The continuity of this part of the paper consists of the

application of the concept of sustainable tourism development and sustainable management of

tourist attractions.

The fifth chapter of the doctoral thesis refers to the valorization of the market conditions

and performance of the tourist areas, through which the level of their success is determined. The

tourist areas operate in a complex environment comprised of numerous internal and external

factors. Within the external environment, the market conditions have the greatest influence on

the level of tourism development. Accordingly, this chapter covers the valorization processes for

qualitative and quantitative determining the market conditions and performances. More

specifically, it covers the valorization of tourist demand reflected through defining the market

trends and market segmentation. Market valorization also includes the identification and

evaluation of competitors that attract the same or closely similar segments of consumers as the

examined tourist area. In this sense, underlined is the importance of determining the basic

(independent) tourism resources with the greatest potential to attract (unique sales propositions -

USPs), as well as the selection of the best marketing strategies in order to adequately respond to

the competitive conditions in which the tourist areas operate. In order to perform systematic

valorization of the market, included are its fundamental components: the tourist offer and the

tourist demand. Primarily, the tourist areas orient themselves towards identifying the main

market segments that they can attract and satisfy, in accordance with the available opportunities

and implemented management approaches. In such complex conditions of market operation,

emphasized is the need for selecting an adequate marketing mix strategy by the management

structures in the given tourist areas.

14

Within the sixth chapter of this doctoral thesis encompassed are also possible

developmental perspectives of the Ohrid tourist area. The projection of development confirms

the scientific justification of this paper. Namely, this is actually the empirical segment of the

thesis. It is particularly important to point out that the empirical research carried out in this

section involved the use of modern methodological approaches. For determining the

development perspectives of the Ohrid tourist area, first determined are the general

characteristics and conditions of the designated area, in a spatial - valorization sense. From this

aspect, examined is the valorization of the tourist - geographical location of the given tourist

area. The conditions and relations of this spatial unit with the immediate and more distant

environment are complemented with the valorization of the current established management

systems.

In this way, an essential insight into the fundamental spatial and management base of the

designated area has been provided. An unavoidable part of this chapter is the concept of

sustainable development. The application of sustainable tourism development in the Ohrid

tourist area implies valorization of social, economic and environmental conditions. One of the

most important segments of the research component is the valorization analysis of the resource

base that is available in the Ohrid tourist area. More specifically, it represents a systemic and

structural valorization of differentiated and categorized natural and cultural resources. The

valorization was conducted in a quantitative and qualitative form. In the next part of this chapter,

follows prioritization of identified resources and possibilities. This made it possible to define

specific directions for tourism development. This is complemented by the valorization of

existing market conditions through comprehensive qualitative and quantitative analysis of tourist

demand and supply in the designated area. Apart from the constituent market components,

valorized are also the competitive market conditions that currently exist. From a more detailed

point of view, this included the valorization of competition and market trends as part of the

market performances. All examined segments that were subject to valorization were

complemented by individual SWOT - analyzes aimed at determining the advantages and

disadvantages from internal and external point of view. Such analyzes served to create

propositions and solutions in the following chapter of this paper.

15

The seventh chapter is the final part in which are presented the concluding observations

and future recommendations arising from the overall cabinet and field research activities

undertaken in the doctoral thesis. All the covered aspects of the Ohrid tourist area are valorized

in terms of structured recommendations and undertakings for achieving successful selective

tourist development in the defined area. These recommendations can also be applied in other

similar spatial units in the future

4. EXPECTED RESULTS FROM THE RESEARCH

The results that are expected to be achieved through this paper are in direct relation with

the defined hypotheses. They should not have only theoretical but also practical significance. In

this regard, the management of tourist areas should be facilitated. Namely, the tourist areas in our

country face inadequacy in the management processes. There are several levels of tourism

management (local, regional and national / international). One of the most common problems in

our country is the interference of the authority between different levels as well as inconsistencies

in the distribution of tasks. There are numerous programs and strategies for developing the same

tourist areas. Often such strategies in a smaller or larger part overlap and certain activities are

repeated. In order to remove such negative conditions, modern management approaches need to

be developed. One of such approaches is the creation of specialized destination management

organization (DMOs). In particular, such an organization is necessary to be implemented in the

Ohrid tourist region where there is no single and dominant market clientele to which tourism is

directed. In the thesis, it is expected to come to conclusions that confirm the effectiveness and

efficiency of the functioning of such organizations.

Every tourism destination has the same characteristics as the products that are being

offered on the market. The newly created tourism destinations are characterized by a gradual

increase in demand for them, that is, an increase in tourist visits. However, it is unavoidable that

demand for a given destination will drop after a certain time. Such fluctuations actually represent

the individual phases of the life cycle through which every tourism destinations has to pass. It is

logical to assume that the tourist areas will try in various ways to prevent the decline in demand

as this will finally lead to financial losses and failures. The individual stages in a life cycle are

16

presented within the paper. These stages determine the interdependence between the

development and strategic decisions of the management structures on the one hand, as well as

determining the current phase of the life cycle, on the other. These findings can be used by

decision-makers in a practical way.

Sustainability is becoming more and more widespread in the operation of business

entities. Furthermore, the entities operating in tourism themselves implement sustainable

methods. The concept of sustainability in tourism gets an increasingly dominant role. Even

sustainable tourism is being developed as a reaction to mass tourism. The main three pillars of

sustainability are the economy, society and the environment. Tourist area should precisely

determine, i.e. valorize, these three essential categories. Several modern valorization approaches

are elaborated in the paper, which are based on the sustainability principle. Thus, the connection

between the valorization approaches/methods on one hand and the successful sustainable

operation, on the other is presented in the paper. Also in this sense, the tourism development

policy implementers will be able to put these findings into practical use.

Tourism resources are the basis for creating tourist attractions. In some tourist areas, most

tourists/visitors will arrive because of the existence of one or several basic attractions. Such

attractions can by complemented by a large number of additional (complementary) activities and

contents. However, it is not enough certain tourist areas to have tourist attractions and the

tourists simply to observe them. It is necessary that these attractions be presented and interpreted

in an interesting and attractive way. The paper provides the essential connections between the

interpretation and the quality of tourist attractions. The manner of interpretation can be the main

determining factor that generates satisfaction/dissatisfaction with the tourists from the provided

services. Such knowledge should influence awareness among the creators of tourism

development policies for implementing modern and creative ways of presenting the available

attractions.

The paper examines the functional characteristics of the tourist - geographic location of

the Ohrid tourist area. These functional features are contactability, transitness and polyvalence.

Through their detailed analysis and descriptions it is expected to confirm the opinion that the

considered area has a favorable advantage in this sense.

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Sustainable operation of the Ohrid tourist area is analyzed through the use of one of the

contemporary methods for valorization of the sustainability principle. Thus, a growing number of

indicators have been developed, the determination of which determines the level of sustainable

operation of the area. Such indicators can be used not only for the designated area of the Ohrid

tourist region, but also for other similar spatial units that develop sustainable forms of tourism.

The Ohrid tourist area is the most developed tourist region on the territory of our country

and beyond, not only in terms of tourism infrastructure and availability of accommodation

catering facilities, but also from the aspect of the presence of numerous and unique tourism

resources. Through the valorization of the categories of tourism resources, the significance of the

designated area on a national and global level is confirmed as a World Natural and Cultural

Heritage Site. Such conclusions are expected to be used as the basis for creating and developing

recognizable tourist brands.

By using the statistical method the paper presents the results of the realized tourist trade

in the Ohrid tourist area in a given time interval. These data are then compared with the

bordering spatial units, as well as with spatial units from the wider surroundings. The data show

the dominant competitive advantages that the designated area possesses, in terms of the

possibilities for developing certain modern selective types of tourism. This will enable the

determination of the most favorable forms of tourism activities that are highly competitive in

relation to the surroundings. This is expected to increase the comparative and competitive

advantages of the designated tourist area.

The Ohrid tourist area exhibits various implications on its surroundings. In this sense, the

paper examines the functionality from a socio-cultural and economic aspect through specific

analyzes and valorizations. This expresses the dominance of the area in terms of the existence of

significant and unique values. Such values, or resources, can be used for creating different types

of tourist contents.

The various tourism aspects and contents are individually valorized in detail in terms of

analysis of the developmental tourist opportunities with which the Ohrid tourist area is

characterized. By showing the advantages and disadvantages of each of the aspects, it is expected

18

to prove the favorability of the designated area. It allows the creation of proposals and measures

for development and advancement of tourism.

The systemic and structural research of various aspects of tourism valorization, as well as

the management processes in the Ohrid tourist area will allow the identification and resolution of

most of the problems and challenges that the area is currently facing. The results and

recommendations arising from the research phases and activities of this paper are expected to

receive an applicative dimension along with the advancement of scientific thought. This

confirms the scientific verification of the paper.

5. DOMAIN IN WHICH THE PHD THESIS REPRESENTS A CONTRIBUTION TO

SCIENCE

Through the application of a number of methods, methodical principles and techniques

for collecting, sorting and processing of data, and with the aim to obtain up to date and

practically applicable results, a valorization of tourist aspects, elements and potentials of the area

was conducted. Research activities are central to the doctoral dissertation. The paper successfully

defines and applies modern approaches for valorization, which is made possible through the

conducting of primary and secondary research activities. Considering the fact that the tourism

sector in the Ohrid tourist area, and generally in the country, does not have much experience in

the domain of tourism valorization, it is also necessary to apply international knowledge and best

practices that are incorporated within the doctoral thesis. Thus, the paper can be considered a

contemporary research concept of an empirical approach that provides the acquisition of

knowledge about tourism valorization that does not have only theoretical but also an emphasized

applicative significance. A theoretical-methodological framework was used for the research

process with all its included phases, which consisted of cabinet and empirical analyses. Such

analyses enabled the collection of primary and secondary data. In the following steps of the

research process used in the paper, performed was systematization of the collected data, their

analysis and processing. This is done by using quantitative and qualitative research approaches,

which provided certain results, and thus coming to sound conclusions. For carrying out the

cabinet research, a wide range of international scientific and professional literature was

19

consulted. On the other hand, the empirical research activities involved the application of

modern methodological approaches for valorization of numerous aspects of tourism. The

summarized results, findings and conclusions have practical applicability, which confirms the

scientific and applicative value of the thesis. This is complemented by the use of global

experiences and best practices for tourism valorization in a specific tourist area.

The case study within the paper refers to the Ohrid tourist area, which is chosen due to

the fact that it represents the most developed tourist area in the country and outside of it. Thus,

the research results do not only have the purpose of intensifying and advancing tourism

development in the designated area, but also in other spatial units in the country and beyond. The

paper should serve as a framework for valorizing certain aspects of sustainable tourism

development through the creative use of different valorization approaches in the processes of

tourism management in tourist areas. The justification of the doctoral dissertation arises precisely

from such creative ways of applying various valorization approaches in the specifically defined

tourist area, but it also applies to the commitment for proper use of the obtained results and their

interpretation to the expert and scientific public from the field of tourism. This widens the

scientific field of tourismology, in particular the valorization of tourism as a phenomenon. The

realization of the research activities and the obtained results allowed proposing concrete

measures and activities in the various domains of tourism management that need to be

undertaken in order to intensify not only the development of tourism in the Ohrid tourist area,

but also the overall socio-economic environment. The successful achievement of the set goals of

the paper through the conducted research activities has scientific and practical justification. This

paper does not only provide deepening of the scientific thought in the field of tourism

valorization and management, but also increasing the direct socio-economic benefits arising from

tourism development. The results and approaches of this paper represent a basis for conducting

similar future research as well as their applying in other spatial units. The findings of this paper

have scientific value, which make a significant contribution to tourismology as a scientific field.

20

6. METHODOLOGY USED FOR PREPARING THE DISSERTATION

The basic methods for collecting data, their processing and obtaining results and

conclusions included the use of cabinet and field approaches. Given that the main issue

examined in the paper is the process of valorization, it was necessary to undertake both

quantitative and qualitative methodological research activities. Analytical - synthetic research

activities were based on the use of theoretical and empirical methodology.

The first part of the paper (chapters II, III, IV and V) refers to determining the concepts,

structure, aspects, approaches, types and methods of tourism valorization, as well as their role in

management processes in tourist areas and attractions. Therefore, this part of the paper

encompassed the reference of a wide and diverse international literature with the purpose of

clarifying the subject matter. It should be noted that domestic literature regarding this issue is

rather scarce. Therefore, the best global experiences in the field of valorization are presented,

from which basic categories and approaches were summarized and that can be applied in specific

tourist areas. In this direction, the summarized findings are used for conducting tourism

valorization of the Ohrid tourist area, which serves as a case study in the paper (Chapter VI).

This allowed defining judgments and conclusions about the situation in the designated tourist

area, as well as recommendations for implementing the included global best practices.

The statistical method is one of the fundamental approaches within this paper due to the

fact that the valorization of phenomena and connections is only possible if firstly a

comprehensive and diversified inventory is performed. The statistical method is used not only for

the collection and processing of quantitative data, but also for the processing of certain

qualitative knowledge. This method provides accuracy and specificity of the collected data, as

well as scientifically based conclusions. More specifically, the use of the statistical method is the

most prevalent within the market valorization of the Ohrid tourist area.

Along with the statistical method, used was also the method of modeling. Namely, in

order to obtain a greater overview of the collected data, different tables and graphical

representations are used within the paper. This provides a plastic presentation of the complex

connections between the phenomena associated with the processes of valorization. This

facilitates the process of coming to certain conclusions.

21

The descriptive approach was used in combination with the statistical method. Namely,

the descriptive method allows the differentiation and selection of priority domains. In fact, this

method provides a qualitative framework of the predominantly quantitative data and conclusions

obtained by the statistical method. Thus, the descriptive method is present in all phases of the

valorization process regarding the Ohrid tourist area. Its significance is mostly emphasized when

defining the possibilities for developing selective tourist activities as part of the attractive tourist

offer in the designated tourist area.

The deductive method within the paper is used primarily for defining the individual

tourist values. Namely, conducted was a detailed differentiation of the tourism resources created

by nature (natural resources) and by man (cultural). By using this method, an inventory of the

destination resources of the tourist area was performed. This is the basic step in the valorization

process of the tourist offer and the possibilities of the Ohrid tourist area.

The systematization method within the paper is used in almost all of its constituent

parts. Namely, the individual elements, phenomena and connections are being arranged in

common systems to which they belong. This is especially important in order to be able

successfully to conduct the management functions by the management entities that operate in the

Ohrid tourist area. Thus, the management structures at different levels (state, regional and local)

are also linked in a system in which they are interdependent to each other.

The spatial method was widely applied within the thesis. The use of this method is

especially emphasized when determining the functional characteristics of the tourist-geographic

location of the Ohrid tourist area. It has its own application value because the management

systems of the defined area must precisely know which resources can be allocated, but it also

helps to define the spatial coverage in which the allocation takes place.

The cartographic method is used in order to simplify the overview of the territorial

coverage of the Ohrid tourist area. It is used along with the spatial method for defining the

boundaries of protected spatial units within the designated area. These spatial units exhibit a

need for implementing special protection mechanisms, and thus distinctive valorization

processes.

The analysis of the international experiences in the field of valorization and destination

management requires the use of the comparability method. In this sense, compared were the

22

similarities and differences of such experiences with the registered conditions and needs of the

Ohrid tourist area. This method is also used when comparing changes of certain phenomena and

conditions within the area itself, but also when comparing the area with the surrounding

boundary areas and the wider surroundings in order to determine the degree of competitiveness.

The dynamics of tourism development in the Ohrid tourist area is determined by using

the historical method for registering changes in phenomena and links within a certain time

interval. This is most evident when analyzing tourist offer and tourist demand. From such

analyzes the phases of the life cycle through which the Ohrid tourist area passes in a certain

period can also be determined.

The empirical part of the paper involved field work. In order to collect primary data

within the empirical analysis, the method of systematic observation was used. More specific

techniques in this sense were surveying and interviewing. These research activities were used in

order to obtain the most relevant information, which made it possible to project the development

of the designated area, i.e. to determine the perspectives and opportunities for development.

Modern methodological approaches have also been used which allowed the use of

substantive valorization of the designated tourist area. In this sense, the following approaches

were used:

- European Tourist Indicator System for Sustainable Destinations (ETIS –

methodological approach, or system). Just as the name itself says, this system is used within the

European Union, for determining the sustainability of tourist areas (destinations). This is being

ensured by determining a greater number of indicators from different fields that can be

systematized in 4 main categories: destination management, socio-cultural impact, economic

value and environmental impact. The categories of indicators represent a comparative content by

which the success of sustainable businesses is being controlled and determined. This system is a

tool for tourism destinations for conducting their own assessment. Within the thesis, this system

is adjusted according to the conditions and specificities in the Ohrid tourist area, which is also

the recommendation by the European Commission that created this system. The indicators in this

paper, that were selected according to this methodological approach, were defined by a large

number of stakeholders from the region. The stakeholders belonged to several areas

23

(governmental, non-governmental and business sector) which confirms the relevance in the

selection of indicators. The data required for the determination of the indicators were collected

and processed by the author himself, thus representing an original (or primary) cabinet research

(research activities within the project: Innovative Solutions for Improved Access to Services at

Local Level: Creating a Network for Inclusive Development of the South-West Planning Region

of the Republic of Macedonia, Mapping of potentials for the development of different types of

rural tourism and preparation of a Register of Potentials for Rural Tourism). The research

activities were conducted in a period of two years (starting from December 2015 until March

2017, when the results of the project were publicly presented by the author of this doctoral thesis,

at an event organized by the Center for Development of the South-west Planning Region). The

collected data were analyzed, processed and adapted for the purpose of tourism valorization of

the possibilities for development of the Ohrid tourist area. In this sense, part of the data and the

results of the project are summarized in this paper, corresponding to the theme.

- Heritage Impact Assessment - HIA methodological approach for valorization. This

methodological approach is used for protected areas that have the status of a World Cultural (or

Natural) Heritage Site by UNESCO. This approach was used in the paper because the Ohrid

tourist area is inscribed in the World Heritage List (as Mixed Heritage Site, or combined natural

and cultural heritage). In addition, the designated area which is an official World Heritage Site

features an Outstanding Universal Value - OUV. The HIA methodological approach is used to

determine the positive and negative impacts on the OUV of the designated area. According to

this approach, there are two categories of variables: sensitivity of the receptors (significance of

values), as well as magnitude (size) of impact. Their intersection determines the significance of

the impact. The determining of sites which are the subject of analysis in the paper was carried

out by using an expert approach (Within the project: Heritage Impact Assessment - The potential

impact of the Expressway Ohrid - Peshtani on the Outstanding Universal Value of the World

Heritage Property of Ohrid Region) where the author directly participated in its research

activities. Therefore, can be considered as an original cabinet and field research. The cabinet and

field research activities were carried between the months April - December in 2015. It is

important to note that concrete cultural sites were visited in the Ohrid tourist area, which in the

paper were valorized from the aspect of determining existing threats arising from the

24

uncontrolled tourist development. This means that they are adapted to the topic of this doctoral

thesis.

- Determining (valorization) of the subsystems "Factors”, “Attractors” and “Support

Services" - FAS-methodological approach. These tourism destination categories were analyzed

both from a quantitative aspect, as in a qualitative way. The two categories of collected data

(quantitative and qualitative) were primary in their character, and were obtained through cabinet

and field research activities performed by the author himself (As part of the project: Innovative

Solutions for Improved Access to Services at Local Level: Creating a Network for Inclusive

Development of the South-West Planning Region of the Republic of Macedonia, Mapping of

potentials for development of different types of rural tourism and preparing a Register of

Potentials for Rural Tourism). The cabinet research was carried out similarly to the application

of the ETIS - approach outlined above. The field research was conducted according to a created

matrix and organized meetings with representatives of the local self-governments, business

sector, NGOs, local producers, providers of tourist and catering services, associations of citizens

and other factors of tourism development originating from the wider surrounding of the Ohrid

tourist area. The time interval of the research activities (cabinet and field research) was the

already mentioned period from December 2015 until March 2017. The questionnaire and

interview were the dominant techniques used in the field research, in which 300 respondents

were questioned and which were grouped into separate focus groups from different areas of the

economic, social and cultural life. The form and content of the questionnaire were determined

consensually through discussions and exchange of experiences between the experts and the

dominant stakeholders at several organized meetings. The questionnaire evaluated the various

constituent elements of the three subsystems listed above by using a Likert-scale. The obtained

results are presented in tables by an average score and standard deviation (dispersion). The best

results were achieved for the highest values for the average score and the lowest values for the

dispersion. In the doctoral thesis, the obtained project results are interpreted from the aspect of

tourism valorization and tourist development of the Ohrid tourist area. This means that

summarized are the results that correspond with the topic of this paper.

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The content, way of conducting the activities and the achieved results for each of the

above methodological approaches, are explained in more detail within the doctoral thesis itself.

The methods and approaches listed above shape the paper into a complete logical unit, thus

providing it with scientific verification.

7. CONCLUSION

Tourism is a multidimensional process linking numerous economic and non-economic

sectors. In recent decades, it has transformed into a mass phenomenon involving more than 1

billion travelers internationally. This speaks for the significant place that tourism has in the

economic development of numerous regions and countries in the world. In certain economies, it

is even the basic driving force upon which most of their economic development is based. This is

particularly evident in those countries and regions characterized by a relatively low level of

economic development. From this arises the need to analyze the various aspects of tourism.

Due to the fact that tourism is often considered as a separate economic branch or even as

a separate industry, it should be defined in quantitative and qualitative terms. This actually

means valorizing the numerous elements, phenomena, content and links within the tourism

process. Given the fact that in recent years the foreign tourist trade has been steadily increasing,

the need for a more systematic approach to the strategic development of tourism on this territory

is required. In order to realize this, it is necessary to determine the appropriate approaches for

tourism valorization. This will be the basic starting point for future development initiatives in

tourism in our country. In order to be able to adopt proper strategic plans and development

decisions, tourism should be valorized from all its aspects. The doctoral thesis elaborates the

various elements and activities of the tourism valorization process. It represents a complex

category, just as the tourism process itself is a multidimensional phenomenon. Thus, starting

from Chapter II THE ROLE OF VALORIZATION IN MANAGING TOURIST SPACES up to the

Chapter V VALORIZATION OF THE MARKET CONDITIONS AND PERFORMANCES OF

TOURIST AREAS, the basic premises and dimensions of tourism valorization and its place and

role in the various spheres of the tourism process are elaborated. The obtained general findings

are then thoroughly elaborated on a designated territory - the Ohrid tourist area within the

Chapter VI VALORIZATION IN THE FUNCTION OF DEVELOPMENT PROSPECTS OF THE

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OHRID TOURIST AREA. This actually represents the case study of this doctoral thesis, where

the conditions and problems of the tourism development aspects are quantitatively and

qualitatively analyzed. The main purpose of this is to determine specific proposals and solutions

for the elimination or minimizing of negative impacts, as well as to determine the tourist and

development directions of the Ohrid tourist area. Below the conclusions of each of the elaborated

chapters of the doctoral thesis are summarized.

Within Chapter II THE ROLE OF VALORIZATION IN THE MANAGEMENT OF

TOURIST AREAS provided is an analysis of the place and function of tourism valorization in the

process of managing tourism destinations. More specifically, this includes defining concepts and

contents of tourist areas that should be the subject to different types of tourism valorization, the

concept of destination management in managing areas, as well as the use of the life cycle

concept in management activities. The complex character of managing tourist areas

(destinations) is the reason for the creation of specialized destination management organizations

(DMO's). From the numerous tasks of such organizations, a significant place has the networking

of different stakeholders in a common network where information and experiences will be

exchanged and transferred. It is evident that tourism destinations which have established

destination management organizations on their territory have an edge over destinations that do

not have incorporated such management systems. In order to realize this, it is necessary to

implement an appropriate process for destination management planning. In turn, it will allow the

phase of the life cycle in which the destinations are at a certain point to be determined. The phase

of the life cycle of a particular tourism destination is determined by the number of visitors in a

given time interval. In that sense, it is necessary to define the various factors that lead to the

phase of decline in the life cycle, i.e. decrease of visits. This will allow specific measures to be

taken with the aim to eliminate such unfavorable conditions. Management structures in the

tourist area can take measures to prolong the individual phases in the life cycle. This means

expanding the life cycle itself of the tourism destination and minimizing the negative impacts

from the decreased number of visitors.

Chapter III of this paper - VALORIZATION OF TOURIST AREAS IN A FUNCTION OF

SUSTAINABLE DEVELOPMENT refers to determining the significance and function of

sustainable tourism in the process of management in tourist areas, the valorization of protected

27

areas, and the management strategies aimed at achieving sustainable development. The

sustainable use of human environment is an unavoidable necessity due to the increasing socio-

economic expansion of man. The changes resulting from globalization cause negative impacts on

the natural and human environment, and even their destruction. The tourism phenomenon is also

a product of globalization. The massive character of tourism shows its influence on the natural

and social environment. Raising people’s awareness for protection of the natural and human

environment has led to the emergence and spreading of the concept of sustainability in all

spheres of tourism development. Tourism resources are often directly affected by the

development of tourism in certain areas. It is therefore necessary to implement sustainable types

of tourism. In order the creators of tourism policies and strategies, as well as the management

structures, to adequately direct tourism development, certain guidelines for sustainable use of the

basic and specific tourist values should be defined. Such guidelines should be economic, social

and environmental. Most tourism resources (natural and cultural) are limited. One of the ways to

prevent or to minimize the degradation and devastation of resources is the proclamation of

certain areas as protected areas. The possibility of conducting tourist activities in such protected

areas should be determined. This determining is actually a valorization process for tourist use by

implementation of active protection. The designated protected areas can often represent

recognizable brands that are visited by tourists precisely because of their specific character.

There are a number of strategies for achieving sustainable tourism development that can be

divided into voluntary or regulatory. The conditions that exist in the specific tourist areas should

be valorized in order to be able to choose the most suitable solutions for implementing strategies

for sustainable tourism development.

Chapter IV VALORIZATION OF TOURIST ATTRACTS AS A BASIS FOR MANAGING

TOURIST AREAS elaborates the tourist attractions that represent the fundamental basis for the

operation of the tourism process. Tourist attractions are very often identified with tourism

resources. However, there is a fundamental difference between these concepts. In this sense, a

distinction between these concepts should be made, as well as their differentiation into subtypes.

Consequently, it should be accepted that tourism resources include all unused natural and

cultural potentials that exist in a defined tourist area. On the other hand, tourist attractions are

actually the part of the available resources in the destination that are actively put in the use of

tourism development by their successful inclusion into the created tourist offer for a distinctive

28

market segment. Due to the fundamental significance of these values, there is a need to analyze

the appropriate systems, methods and approaches for valorizing the available tourism resources,

and thus their conversion into tourist attractions; determining the role of tourist attractions in the

operation and management of the tourist areas where they are located; determining interpretation

elements as a way of generating added value to the attractions; valorizing the quality of the

created tourist attractions; and determining the management approaches for increasing their

value. In order to link various systems of valorization (social, economic and cultural), practical

and applicable methodological approaches should be determined and developed that will cover

these dimensions. They can also be called applicative methodological approaches for

valorization. Within the paper the following applicative approaches for valorization are included

and elaborated: European Tourism Indicator System (ETIS – methodological approach),

Heritage Impact Assessment (HIA – methodological approach) and Valorization of “Factors”,

“Attractors” and “Support services” (FAS – methodological approach). The scientific and

applicative justification of their use within the paper is confirmed by certain facts. Namely, the

mentioned methodological approaches are already internationally accepted and established as

successful approaches for valorization. It can be said that these approaches are characterized by

actuality and modernity since they have been created and developed by international

organizations in recent years, but the results of their implementation are already visible in many

tourism destinations/areas where they were applied. Furthermore, the mentioned methodological

approaches do not include only the valorization of tourism resources, but they also represent

more holistic ways of analysis (valorization) of the tourist areas. Namely, they also cover the

other elements and contents that exist in the tourism destinations and which are directly and

indirectly combined with tourism resources for the creation of attractive tourist offers. It should

be noted that by using these approaches the tourism resources, or tourist attractions, can also be

prioritized. Prioritization allows the determination of Unique Selling Propositions for a defined

market segment, and thus a greater competitiveness on the tourism market. Tourists travel in

certain tourist areas with the aim to visit the tourist attractions in them. However, their visit is not

limited to mere observation of the attractions. Tourists usually want proper presentation,

interpretation and explanation of their quintessential characteristics and specificities. The

interpretation can be done in many ways, such as by visiting with a professional and licensed

tour guide, by visiting information centers, by using audiovisual presentations, by using

29

information boards, electronic applications, brochures, travel guides and the like. Most often

used is a combination of these methods of interpretation, in accordance with the specifics and

possibilities of the site. Their common goal is to create positive experiences for the visitors and

tourists. Interpretation can often be an important tool for generating added value to tourist

attractions. Therefore, interpretation can also be considered as a significant type of promotion of

the tourist area where the attractions are located.

Within Chapter V VALORIZATION OF THE MARKET CONDITIONS AND

PERFORMANCE OF TOURIST AREAS, a valorization of the elements and conditions of the

tourism market has been conducted. Namely, included were the valorization of tourist demand,

market performance and the penetration in the tourism market. In order for a certain tourist area

to be competitive on the tourism market, the services and contents offered in it should meet, and

if possible to exceed tourists’ expectations. This is achieved by improving the quality of the

tourist offer. However, the tourism product has a complex structure. Therefore, it is not enough

to promote only the quality of certain tourist attractions, which may be the dominant motivation

for a tourist visit, but also to promote all direct and indirect elements incorporated in the tourist

area. The management process, just like the total tourism process, is also very complex. In order

to create high quality tourist offer, it is necessary to transfer the concept of quality at all levels in

the hierarchy of the management system. The modern forms of operation of tourism services

providers require the implementation of the sustainability principle in all operational phases. A

number of means and tools can be used in order to achieve this. Furthermore, in order to protect

the various tourism resources and attractions from the uncontrolled development of tourism, as

well as from the increase of visitors, several management techniques are used for managing the

tourists’ impacts. Management structures should determine which techniques are the most

appropriate at a given moment for a particular attraction. This is ensured by valorizing the

impacts of visitors and tourists. On the other hand, techniques and activities may be used that

manage the visitors themselves, not only their impacts. In order to perform a proper valorization

of all impacts, it is first necessary to monitor them. There are numerous monitoring techniques

that result in the collection of different types of quantitative and/or qualitative data. In addition, it

is necessary to control the tourists’ access and movement, especially in the protected natural and

cultural environments, the communication with them, their education and so on. Another

important activity for managing the visitors is their planning. In this sense the concept of

30

"carrying capacity" can be mentioned which regulates the increased use and movement of

visitors and tourists in the tourist areas, especially in those areas that have rare natural values.

Furthermore, an important concept in this sense is determining the "limits of acceptable change".

In what way a certain tourist area will be managed (in terms of reducing negative impacts of

tourists and visitors) depends on the ability of the management structures to identify and analyze

all aspects of such influences. From this arises the significance of valorization of the operational

processes in the tourist areas as well as the characteristics and behavior of the tourists during

their stay. Tourist areas need to be valorized in market terms as well. This means establishing

links and relations that exist in the tourism market and which result in positive or negative

results. If the place that the tourist area has in relation to the consumers (as well as in relation to

the competition) is correctly defined, then strategic development directions can be determined.

The market performance of the tourist area is actually a basic indicator for determining the

correctness of previous decisions and undertakings by the management structures in terms of its

tourism development. This will also determine the domains for intervening that will result in the

advancement of this development in the future. In this direction, a valorization of the individual

elements from which the tourism market is composed has to be conducted. The two most basic

constituent elements of the tourism market are: tourist demand and tourist offer. The tourist offer

consists of all the available touristic attractive-motivational values in the tourist area, the existing

tourist service providers, as well as all the related stakeholders. The clientele represents the

tourist demand on the market. Because their requirements and needs are numerous and varied,

their valorization has also to be carried out, while afterwards also their segmentation into

narrower market segments. This will allow the usage the available advantages of the tourist offer,

as well as its adjustment according to the specificities of the individual market segments.

Between the process of achieving a balance between tourist demand and tourist offer comes the

competition. These are in fact the providers of tourist services and products from the

surroundings (other tourist areas, or destinations) that attract the same tourist clientele. It is

necessary to evaluate the comparative and competitive advantages of its own tourist offer. In this

sense, the so-called Unique Selling Propositions (USPs) are especially important for the tourist

areas. These are tourist attractions that have such attractive attributes that attract tourists and

motivate them to visit the given tourist areas where they are located. Other complementary

tourist values, activities and contents are usually combined with them. USPs actually represent

31

the recognizable tourist brands. When penetrating tourist markets, these values represent the

foundation of tourism branding and promotion. This creates an image for the attracted tourists

which depends on their characteristics.

The approaches and aspects of tourism valorization are elaborated in more detail in the

second part of the paper – in the Chapter VI VALORIZATION IN THE FUNCTION OF THE

PERSPECTIVES FOR DEVELOPMENT OF THE OHRID TOURIST AREA. Namely, as a

concrete case study, the Ohrid tourist area is analyzed, where the valorization aspects and

approaches have found their applicability. The designated area also represents the most

developed, in tourism terms, in our country and beyond. The abundance of natural and cultural

resources in a relatively small area imposes the need for a more systematic approach to

identification and evaluation of individual components, elements and links in tourism. Certain

modern methodologies have also been applied which are characterized by their high applicability

due to the fact that they have already been successfully implemented all around the world. This

particularly refers to the valorization of tourism resources (natural and cultural) in a quantitative

and qualitative sense. In order to obtain methodological consistency and relevance, various

aspects and elements of tourism development have been valorized which are elaborated in more

detail in the previous chapters (from Chapter II to Chapter V) of this paper. Therefore, the basic

categories, dimensions and conditions of tourism valorization are put in a causal relation with the

needs for advancing tourism in the designated territory of the Ohrid tourist area. This enables the

determination of different types of approaches for tourism valorization. The obtained data and

results from the valorization approaches for the Ohrid tourist area are used in conducting

situational analyzes of various aspects of tourism development on this territory. This in turn

serves to determine the advantages and disadvantages of tourism development aspects. The

determination of such conditions is in the function of providing concrete proposals and solutions

for eliminating negative influences, and thus advancing tourism development. The concrete

proposals and solutions for the different spheres and aspects of tourism in the Ohrid tourist area

are summarized below:

32

Valorization of alternative selective types of tourism in the Ohrid tourist area, such as

rural tourism. The basic function of such valorization is:

- Determining the various measures and activities for replacing beach tourism as a

dominant form of tourist offer, with other sustainable forms;

- Support and advancement of innovation;

- Finding new ways for financing tourism service providers;

- Networking of different stakeholders such as the cluster approach;

- Linking and combining different natural and cultural tourist values;

- Advancing promotional activities for specific values, and the destination as a whole.

Valorization of the functional characteristics in spatial terms: contactability,

transitness and polyvalence of the Ohrid tourist area. Such valorization should be the starting

point for the improving individual functional characteristics. In this sense, the following

measures can be proposed:

- Improving inter-regional and inter-municipal cooperation;

- Encouraging the networking of stakeholders related to tourism development from the

neighboring municipalities and regions;

- Improvement of transport construction and infrastructure;

- Improving the accessibility of certain lesser known tourist values;

- Improving the signaling and visualization of resources;

- Improving customs formalities at the entrance to the country;

- Development of new transport routes outside the tourist season;

33

- Creating new and innovative combinations of tourism products and services in package

tours;

- Improving the protection and revitalization of complementary tourist content;

- Improving the quality of presentation and interpretation of tourist content.

Valorization of management systems in the Ohrid tourist area. Such valorization

results in measures for improving existing management systems that determine and manage the

tourism development in the designated area at the local, regional, national and international level.

For the particular area, the local level of management is the most important. For the

improvement of this level of management several measures can be proposed:

- Improving monitoring and control through inspection agencies;

- Improvement of human resources management and increasing their professionalism and

innovation;

- Improvement of inter-municipal and inter-regional cooperation and exchange of

knowledge and experiences in the field of management;

- Establishing and developing a particular organization for destination management at the

territory of the Ohrid tourist area;

- Reduction of bureaucratization in the performing of management activities;

- Clarifying and crystallizing the authorities between different levels of management.

34

Valorization of sustainable tourism in the Ohrid tourist area. Such valorization will

have the aim for improving the implementation of the concept of sustainability in all phases of

the tourism processes in the designated area. The following activities and measures can be

proposed:

- Expanding the boundaries of the protected area of the World Natural Heritage Site (to

include the entire Ohrid Lake);

- Implementation of an integrated system of management and deepening the bilateral

cooperation between our country and the Republic of Albania regarding the protection of

the area;

- Detailed inspection and/or prevention of the realization of major infrastructure activities

on the territory of the protected areas (National Park "Galichica", Ohrid Lake and the old

urban core of the city of Ohrid) that may visually and functionally endanger the space;

- Implementation of a research methodology for determining the different pressures on

specific natural and cultural tourist attractions (determining the carrying capacities and

limits of acceptable changes) that are endangered by uncontrolled tourism development;

- Prevention of illegal urbanization in the Ohrid tourist area that violates the cultural,

natural and ambient landscape;

- Determining a specific system for visiting and moving through the individual tourist

attractions, as well as increasing physical protection that will prevent negative

phenomena such as thefts or vandalism;

- Intensifying inspection controls in order to ensure proper management of solid waste

and wastewater (penalties for illegal dumping of waste, renewal of the collector system of

the Ohrid Lake);

- Preventing the occurrence of uncontrolled use of natural resources, such as illegal

logging, illegal hunting and fishing.

35

Valorization of tourism resources in the Ohrid tourist area in accordance with the

basic types of tourism that are being developed. Such valorization will have the aim to improve

the existing tourism resources, develop new attractions, and advancing the connectivity between

values in creating attractive tourist offers. Due to the importance of tourism resources for the

development of tourism in the designated area, a growing number of natural and cultural tourism

resources have been elaborated in the paper. In this regard, certain proposals can be provided that

refer to the following:

- Improvement and renewal of signaling on pedestrian and bicycle trails in the

mountainous areas, as well as installing information boards;

- Strengthening inspections and regulating the movement in mountain areas in order to

prevent fires;

- Improving accessibility, equipping and landscaping of speleological tourist values, as

well as improving their promotion;

- Landscaping, improving the accessibility of the volcanic tourist form (Solfatara

Duvalo), as well as the setting up of information boards;

- Protection of rivers and springs as hydrographic values from pollution and degradation;

- Development of new forms of educational activities and presentation, a so-called "living

heritage" of natural and cultural tourist values (presenting the traditional way of fishing in

the past, or the traditional life in monasteries, villages, craftsmen, traders, etc.);

- Training and education of professional staff for providing services for the interpretation

of "living heritage";

- Developing alternative forms of tourism activities that are sustainable and do not

endanger the flora and fauna of the area (photo-safari, educational activities, herbal

tourism, ornithological tourism, diving, sports fishing);

- Determining mechanisms for controlling the movement of tourists through natural and

cultural sites that are endangered by uncontrolled development of tourism;

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- Raising awareness of the local population about the importance of natural and cultural

values and the need for their active protection;

- Determining, landscaping and equipping viewpoints of the natural and cultural

landscape;

- Building parking spaces (multi-storey garages) and improving traffic modes in order to

reduce traffic jams at the height of the tourist season;

- Conservation and revitalization of cave churches as an attractive and insufficiently used

cultural potential, as well as their landscaping, signaling and promotion;

- Implementing modern technological solutions (audio - visual) for innovative

interpretation of archaeological sites;

- Improving the promotion of local and regional events, especially for foreign tourists;

- Protection of authentic and traditional crafts from unfair competition and counterfeits;

- Increasing the use of local gastronomic specialties in the offer of the providers of

catering services.

Valorization of the tourist offer in the Ohrid tourist area. Such valorization will

contribute to determining the guidelines for improving the possibilities for receiving tourists and

servicing them during their stay in the designated area. In order for this to be realized the

following actions can be proposed:

- Improving the quality of products and services by implementing and complying with

the standards in catering facilities for accommodation and providing of food and

beverages;

- Expanding government measures for supporting and promoting tourism, such as

subsidies, in order to achieve lucrative operation of catering facilities throughout the year;

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- Regulation of pricing and providing conditions for fair competition between different

service providers;

- Promoting and implementing eco-standards and certification for sustainable operation;

- Supporting retailers (private landlords versus hotel complexes);

- Development and promotion of typified gastronomic specialties and increasing their

presence in the existing offer of restaurants;

- Improving the signaling and marking of catering facilities;

- Raising awareness of the local population about the possibilities for using different

national and international development funds which should help them to be included in

tourism through the provision of small-scale tourist and catering services;

- Increasing the contact of tourists with local and regional products (standardizing the

design of souvenirs, increasing the use of such products in the accommodation facilities,

increasing their offer during organized events, etc.)

The abovementioned proposals and solutions should help the creators of tourism

development policies to implement them in their future undertakings. This will improve the

management activities in the Ohrid tourist area, which will result in more effective and efficient

tourism development. The findings and approaches for tourism valorization within this doctoral

thesis, as well as the defined proposals and solutions for the advancement of tourism

development, can also be used in the management activities of similar tourist areas, not only on

the territory of our country, but also beyond.

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