Naslov
INFLUENCE OF THE FESTIVALS ON TOURISM DESTINATION BRANDING Case Study: OHRID SUMMER FESTIVAL R MACEDONIA

Autori
Strezovski, Zoran ; Petračić, Mateja

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Zbornik radova 1. znanstvenostručne konferencije s međunarodnim sudjelovanjem „Izazovi današnjice: Turizam danas – za sutra“ / Radić Lakoš, Tanja ; Bratić, Ivana ; Grubišić, Anita ; Marguš, Drago ; Mečev, Dijana ; Pavlović, Marina ; Poljičak, Ivica ; Radačić, Marko ; Šišara, Jelena ; Urem, Frane - Šibenik : Veleučilište u Šibeniku, 2013, 205-211

Skup
"Izazovi današnjice: Turizam danas – za sutra“

Mjesto i datum
Šibenik, Hrvatska, 19.09.2013. - 20.09.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Ohrid summer festival, activities, promotion, tourist destination, branding, festival strategy

Sažetak
In the late 1990s, and onwards, festival and event–based tourism has become of increasing importance to the public sector, with the notion of place promotion, image regeneration and the economic and social multiplier effect. Ohrid summer festival is the most important festival in the town of Ohrid but also in the entire country. It is the festival of classical music, theatre, dance, exhibitions. It is financed by the Ministry of culture. It is held from 12th July until 20th August each year. During 40 days of the festival around 50-60 events (concerts, theatre performances, dance shows, exhibitions…) take place at the outdoor stages in the city such as Samoil fortress, Antique theatre, Dolni Saraj, St. Sofia church, valley of bones. In 2005 Ohrid summer festival realized 75 events, bringing 1000 artists from 65 countries from the world and 40 000 people visited festival events. The Festival is a member of European festival association. The festival has the role to promote and present culture achievements from the country but also to attract foreign tourist to visit Ohrid and the region. The town of Ohrid, located in the south-western part of the country, is a famous tourist place especially for domestic and foreign tourists during summer period. Ohrid Lake coast is 40 km long. Many sandy beaches, clean and natural water of the lake, temperature of the water (25-26° C during summer period) are facilities that attract tourist to swimming, bathing and water activities. Cultural and lakeside tourism are the most important forms of tourism in Ohrid. There are many tourist objects – accommodation: 28 hotels with 1388 rooms and 2988 beds. There are 1851 categorized small scale objects (apartments, rooms, villas) with 10966 beds. In this paper we will research the effects of the Ohrid summer festival on tourism development and promotion of Ohrid, the kind of activities the festival should do to attract more foreign tourist in the town, what kind of activities should be done by the travel agencies, how and where to promote the festival, what kind of marketing activities shall be undertaken regarding the aspects of more foreign tourist visiting the festival and the destination. Is Ohrid city recognizable as a festival destination abroad? A survey, which was done in 2010 during the festival, will be used and official statistics and annual reports of Ohrid summer festival will be analysed.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA