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SocioBrains ISSN 2367-5721 (online), JOURNAL HOMEPAGE: WWW.SOCIOBRAINS.COM Publisher: SMART IDEAS – WISE DECISIONS, Ltd., Sofia, Bulgaria ISSUE 78, FEBRUARY 2021 POTENTIAL FOR TOURISM DEVELOPMENT IN THE EASTERN PLANNING REGION IN REPUBLIC OF NORTH MACEDONIA Abstract: This paper makes a comprehensive analysis of the natural and cultural potential of the eastern planning region in the Republic of North Macedonia, tourism infrastructure and tourism, with an emphasis on the village of Lesnovo where the Lesnovo Monastery is located as one of the most impressive cultural tourist potentials in the region. A SWOT analysis was made for the village of Lesnovo, which will help determine tourism development opportunities and create an appropriate strategy. Valorization of the Lesnovo Monastery was also performed in order to assess the value of the building from the aspect of tourism. The purpose of the paper is to determine the existing potential for the development of tourism in the eastern region, perception of the current state of tourism resources, and opportunities for undertaking appropriate investment activities in the direction of tourism development. Author information: Emilija Todorovic Keywords: PhD Student eastern region, Lesnovo, Lesnovo Teacher in Secondary school for catering and tourism, Skopje monastery [email protected] Republic of North Macedonia Introduction ourism is dynamic phenomenon that has been continuously developing in the past decades, resulting in an increase in the number of tourists and overnight stays T worldwide. According to data from the United Nations World Tourism Organization (UNWTO), tourist arrivals in 2018 internationally reached the figure of 1,400 million. Tourism consumption was $ 1.7 trillion, and the tourism industry accounts for 10% of global gross domestic product. Of the continents globally, Europe has the primary role with about 51% share in tourism, both in sending and receiving tourists. [1] The Republic of North Macedonia, as in the past, has seen a constant increase in the number of tourists and overnight stays. Thus, in 2019, the number of tourists is 1,184,963, 427,370 or 36% domestic tourists, and 757,593 or 63% foreign tourists. The number of overnight stays in 2019 is 3,262,398, of which 1,684,627 or about 52% are for domestic tourists, and 1,577,771 or about 48% for foreign tourists. If we make a comparison with the number of tourists in 2010, which was 58,242, it can be concluded that it increased by 102%. The number of overnight stays in the analysed period increased by 61.5%. [2] The Republic of North Macedonia is divided into eight planning regions: Skopje, Northeast, East, Southeast, Vardar, Pelagonija, Southwest, and Polog. If we look at the statistical tourist indicators by regions (Chart 1), the number of tourists in the Vardar region has increased continuously, so that in 2010, that number was 10,572, and in 2019, it rose at 25,136, which is about 138% more. In the Eastern region, the number of tourists in 2010 was 13,054, and in 2019 32,077 or about 146% more. A total of 234,665 tourists visited the southwestern region in 2010, and the same number in 2019 was 445,846, which is 90% more. A total of 84,856 tourists visited the southeastern region in 2010, and in 2019 167,451, which is about 97% more. The Pelagonija region in 2010 had 69,712 visitors, and in 2019, the number rose to 72,833 or only 4.5% more. The Polog region in 2010 had POTENTIAL FOR TOURISM DEVELOPMENT IN THE EASTERN EMILIJA TODOROVIC 376-384 PLANNING REGION IN REPUBLIC OF NORTH MACEDONIA 376 31,828 visitors and in 2019 41,994 or about 32% more. A total of 3,098 tourists visited the Northeast region in 2010, and in 2019, 10,444 or about 237% more. In the Skopje region in 2010, there were a total of 138,456 tourists, and in 2019 a total of 389,182 or about 181% more. From the same chart, it can be seen that the largest number of tourists who visited RNM, a total of 1,002,479 or 84.6% stayed in the Southwest, Southeast, and Skopje region, and the remaining 182,484 or 15.4% in the other five regions. [2] In order to increase the number of tourists in all regions and balanced tourism development, it is necessary to make maximum use of the natural and cultural potential and create authentic tourism products that will follow the world tourism trends and will be competitive in the market. Chart 1. Number of tourists by regions in the Republic of North Macedonia in the period from 2010 to 2019 Number of tourists by regions in the Republic of North Macedonia in the period from 2010 to 2019 500000 450000 400000 350000 300000 250000 200000 150000 100000 50000 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Vardarian East Region Southwest Southeast Pelagonian Polog Northeast Skopje Materials and Methods This paper makes a comprehensive analysis of the East-planning region, natural and cultural potential for tourism development, tourism infrastructure, and tourism, emphasizing the village of Lesnovo, where the Lesnovo Monastery is located as one of the most impressive cultural tourist potentials in the region. A SWOT analysis was made for the village of Lesnovo, which will help create an appropriate strategy to determine ways to turn opportunities into strengths of the destination, timely eliminate threats, and take measures to turn weaknesses into strengths of the destination. The main attractiveness in the Eastern region and the village of Lesnovo is the Lesnovo Monastery, and for that purpose, tourist valorization has been performed. Tourism valorization is undoubtedly one of the most critical topics in tourism theories. This expert methodological procedure is an assessment of the tourist attractiveness of all phenomena, facilities, and spaces that have, among others, the ability to be attractive, interesting for tourists, and to meet their needs. A prerequisite for valorization is that the building should have attractiveness, uniqueness, landmark, specific aesthetic value, and other characteristics that will attract tourists. Tourism valorization is the basis for determining which resource is acceptable for tourists, what kind of tourism should be developed in the region, what standards should be applied in the arrangement, to arrange the necessary investments hierarchically. In a word, to determine the direction in which the state and local government should direct the tourism policy, as well as the plans that the tourism entities should implement. [3] [4] In the professional literature, there are several authors who do the valorization based on predefined criteria. [5] According POTENTIAL FOR TOURISM DEVELOPMENT IN THE EASTERN EMILIJA TODOROVIC 376-384 PLANNING REGION IN REPUBLIC OF NORTH MACEDONIA 377 to a qualitative or quantitative methodology, valorization can be done, such as valorization according to tourist survey questionnaires, interviews with tourism workers, observation methods, descriptive methods of the destination itself, or other research methods. [6] The tourist valorization of the Lesnovo Monastery was performed with the method of Hilary du Cros, which is quite complicated due to the large number of indicators through which the valorization of cultural goods is examined. However, despite its complexity, this model is considered adequate and credible when performing tourist valorization of cultural goods. It assesses and rates indicators, especially for the tourism sector and the sector for management of cultural goods, as well as evaluates the size of the cultural property to receive visitors. The tourism sector is composed of market attractiveness of cultural goods and essential factors in creating the tourism product. Subindicators are rated on a scale of 0 to 5, and individual indicators may have a lower score range. After that, the indicators' points are added, and the level of attractiveness is determined: a little attractive, moderately attractive, or highly attractive for the development of tourism. The cultural property management sector is assessed through cultural value and the size of the cultural good and can have low cultural value, medium value, and high value. [7] Field and cabinet research was conducted for labour needs. The observation method will collect information on the current state of the research subject. Secondary information will be obtained through a comprehensive analysis of relevant literature, yearbooks, statistical data, newsletters, and the like. Results and Analysis Potential for tourism of the Eastern region The eastern region covers the catchment area of the river Bregalnica and covers an area of 3,537 km² or 14.2% of the territory of the Republic of North Macedonia. The region's eastern borders share the border with the Republic of Bulgaria, the North border with the Northeast planning region, to the west with the Vardar planning region, and the south with the Southeast planning region. This region is composed of 11 municipalities. (Berovo, Vinica, Delchevo, Zrnovci, Karbinci, Kocani, Makedonska Kamenica, Pehchevo, Probistip, Cheshinovo-Obleshevo, and Stip), and it includes 217 settlements, of which 209 rural and 8 urban settlements (Stip, Probistip, Kocani, Vinica, Makedonska Kamenica, Delchevo, Pehchevo, and Berovo). The eastern region's characteristic is that it has almost four times lower population growth than the population growth in the country. According to the population census from 2002, in these region live 181,858 inhabitants. [8] Although the East planning region abounds in numerous and diverse natural values still, these values