Branding the green tourism in Macedonia

Petrevska, Biljana and Cingoski, Vlatko (2017) Branding the green tourism in Macedonia. Sociology and Space, 55 (207(1)). pp. 101-116. ISSN 1849-0387

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Tourism is a fast growing business therefore developing a national brand can be part of an effective strategy in managing national growth in tourism. A positive national image is an essential ingredient for promotion that raises the issue for necessity of investing into national branding as part of the image-building strategy. The article draws on primary and secondary data to provide insights into the processes and conflicts over efforts to brand Macedonia as an eco-friendly destination. The authors investigate the perception of hotel management when addressing the application of environmental concepts and energy renewable sources. The study took: (1) Quantitative methods, by calculating medians in terms of exploring the standard indicators for measuring eco policy and environmental protection practices; and (2) Qualitative methods, by consulting the secondary data sources. More precisely, an assessment is made on how hospitality industry stakeholders manage the environmental quality, since it can directly lead to increase the destination competitiveness. The main objective is to determine the level of environmental quality of Macedonia as a base for creating a national green tourism brand. The study found that large number of hotel industry stakeholders lack measures to reduce the conventional energy use and replace it with renewable sources of energy. Although being fully aware of the importance of the energy efficiency concept, it is not managerial priority of Macedonian hotels. These findings may assist in further steps when creating marketing strategies to enhance country’s distinctiveness. The article’s contribution lies in the fact that it presents an initiation for making a framework for introducing competitive environmental strategies in hotel establishments in order to contribute to Macedonia’s green identity.

Item Type: Article
Uncontrolled Keywords: Promotion; Branding; Environment; Green tourism.
Subjects: Social Sciences > Economics and business
Divisions: Faculty of Tourism and Business Logistics
Depositing User: Biljana Petrevska
Date Deposited: 12 Jun 2017 08:47
Last Modified: 12 Jun 2017 08:47

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