Prof.Dr . Ivanka Nestoroska

2. Utilizing events and tradition as potential for increased tourism development in the Republic of Macedonia Prof.Dr. Ivanka Nestoroska Faculty of tourism and hospitality-Ohrid, Kej M. Tito, 95, Ohrid, 6000, RepublikaMakedonija

3. Introduction • The paper explores the role and importance of events for tourism in Macedonia through assessment of scope and structure for identification of their role for tourism • Different cultural values and resources are basis for creation of specific cultural values and events • Events, with elements of tradition, have potential to attract visitors in a place or region that wouldn’t be visited by them

4. CULTURE, TRADITION, AND EVENTS IN TOURISM • Holding of events contributes to creation of unique image of the destination and an incentive for increased competitiveness • No matter of the size and type of events there is an increasing interest in so-called "unique cultural experience“ enabled through various elements of the tradition as an integral component of the overall cultural tourist offer (Getz,1997).

5. Results • Current situation and potentials for utilizing tradition and events in favor of increased tourist offer in Macedonia that can contribute to tourism development indicate to a need for greater involvement of stakeholders. • Time distribution of events suggests that January and August are the months in which most events (are held 30%), followed by May, June and July with about 34%. In reality, however these five months have held more than half of the events, i.e. 64%.

6. Conducted qualitative analysis for the current events indicate following structure: • Events related to tradition (these events are dominant)- Music events (festivals and competitions)- Theater events- Educational events- Events related to the celebration of international days

7. Discussion • Although existing events are good basis for their inclusion in tourist offer, there is need for stronger promotion of the country as destination with variety of “events offer” • Holding of events during five months is associated with the tradition of the population in which most of the events are interrelated with these time dimensions.

8. Regional distribution of events indicates to orientation towards enrichment of tourist offer of the regions, and increased awareness for the role of their inclusion in tourist offer • Despite the highest participation of 3 regions out of 8 (Pelagonija, South West and Eastern), it is notable that in the structure of many of the events there are more with local importance

9. Many of the events are with same thematic content and overlap not only by time, but also by space, i.e. a significant part of the events are held simultaneously in the same region. • This overlap of the venue does not contribute to the creation of attractive and unique content that would attract a much larger number of visitors.

10. the scope and structure of existing events in Republic of Macedonia indicate that tradition and events are recognizable segment of the tourist offer generated increased tourist flows. Conclusion • As component of tourist offer, events and tradition are closely related to appropriate tourist demand, because of which its important to define market segments through identification of emitive tourist markets and their segmentation • The scope and structure of existing events in Republic of Macedonia indicate that tradition and events are recognizable segment of the tourist offer

11. Considering that events contribute to the sustainable development of communities throughout the year, and increase number of visitors, there is need for bigger involvement of other regions in the creation of the tourist offer • A synhcronized creation ov events' calendars within the reginal event programmes' offer with the other types of events will lead to enriched tourist offer of the regions and sustaibale tourism development

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