engleski

The "Macedonia timeless" - campaign for recognition: empirical insights into the limits of nostalgia as marketing concept in tourism

The paper draws its key arguments from content analysis of 22 seminar papers produced by students over a three year period (2009 – 2012) as course requirement in “Tourism Politics / Sociology of Tourism” final year course within an Applied Academic Tourism Master program at a private University in Croatia. It reflects on a series of lectures on strategic tourism marketing in post-Yugoslav countries, in which different campaigns were comparatively discussed - the 1984 Slovenian National Tourist Office campaign Slovenia – my country /Slovenija, moja dežela, as well as subsequent campaigns such as the Slovenian Sunny side of Alps/Sunčana strana Alpa, the Croatian Mediterranean as it once was/Meditaran kakav je nekad bio, the Montenegrinian Wild Beauty/Divlja ljepota, and the Macedonian National Tourist Office campaign Macedonia – timeless/Vječna Makedonija. While in 2009 students were asked to write evaluations of the last mentioned campaign, in 2011 and 2012 a comparative evaluation of the Slovenian and Macedonian National Tourist Offices campaigns was the course assignment, bearing in mind the difference of international political positions the two countries held in 2011 and 2012 with regards to the European Integration process. The discussion looks into the underpinning interaction between strategic tourism marketing and situational institutional policies through comparison of the different campaigns. It will furthermore present the seminar conclusions and analyze the students’ resonance in particular on the Macedonian campaign as a contemporary narrative.

nostalgia ; campaign ; tourism ; marketing ; macedonia

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