https://hdl.handle.net/10419/49167 Tue, 06 Oct 2026 21:41:11 GMT 2026-10-06T21:41:11Z https://hdl.handle.net/10419/281931 Title: Strategic brand management in function of improving the competitive position of tourist destinations Authors: Blazheska, Daliborka; Ristovska, Natasha; Nakovski, Dejan Abstract: Creating websites and social media marketing is an integral part of business activities in companies. The Building and managing the brand is the most complex task in the contemporary market and tourism business. Strategic brand management focuses on a brand program that contains a plan for marketing activities for building the tourism brand and its management over time, based on information that will be obtained through constant monitoring and value measurement - the success of the brand in relation to the strategic goals of the tourist destination. This paper emphasizes the Republic of Macedonia as a tourist destination, which as a country should first create prerequisites for its identity and value that will enable a quality performance on the international tourist market. From the research can be concluded that the success of the Republic of Macedonia as an attractive tourist destination is based on the symbiosis of the tourist product and the implementation of appropriate brand strategies that will enable successful positioning in the tourist market. Sun, 01 Jan 2023 00:00:00 GMT https://hdl.handle.net/10419/281931 2023-01-01T00:00:00Z https://hdl.handle.net/10419/281934 Title: Nautical tourism as a key tourist product for the improvement of tourism in Serbia Authors: Todorov, Predrag; Milenkovski, Ljupcho Abstract: Nautical tourism represents a significant segment of tourism in many destinations around the world, including in Serbia. This paper investigates the role of nautical tourism as a key tourist product in the context of improving tourism in Serbia. The goal of the research is to analyze the potential of nautical tourism in the country and identify key factors that can contribute to the development of this type of tourism. The focus is on the study of the tourist offer related to nautical tourism, including marinas, yachts, water sports and other related services. It also examines the economic and social impact of nautical tourism on the local community, as well as opportunities for generating income and employment. Through a detailed analysis of existing resources, infrastructure, market trends and tourist demand, the research aims to provide guidelines for development strategies for nautical tourism in Serbia, as well as identify potential challenges and opportunities. The research will focus on the analysis of tourism infrastructure and resources in Serbia that are key to the development of nautical tourism, such as rivers, lakes and coastal areas. In this way, the research will provide a comprehensive picture of the potential of Serbia as a nautical destination and identify areas that require additional investments and improvements. Sun, 01 Jan 2023 00:00:00 GMT https://hdl.handle.net/10419/281934 2023-01-01T00:00:00Z https://hdl.handle.net/10419/281936 Title: The importance of small hotels in tourism industry development Authors: Milenkovska Klimoska, Angela; Trajkov, Viktorija Abstract: The tourism industry is experiencing its greatest expansion since the time of Thomas Cook until today. Namely, the last 20 years have been a sign of dominant growth and development of tourism, in addition to the fact that at the same time, the world economy is under attack from economic crises. The continuous and high development of tourism is due primarily to the expansion of the hotel industry, seen through the parameters: investments in new hotel capacities, increasing the level of quality of services, and an offer that should satisfy the demands of the modern tourist. Dynamic development and the changes that it conditions dynamize the competition of tourist entities to keep up with the ever-increasing competition in the international tourist market. Discerning modern tourists, in addition to insisting on value for the price they pay, prefer programs of the type that provide "rest for the soul", which are distinguished by ecological, health, recreational and spiritual contents, healthy organic food, and warm hospitality from their hosts, which is called a kind of new tourist vision. At the same time, they expect their requirements to be fulfilled in full and with delivered value for money - value for many, but also hospitality and a kind of integration with their hosts, which is primarily possible in small hotels, which is why they can be called " small hotels" with a big soul". Sun, 01 Jan 2023 00:00:00 GMT https://hdl.handle.net/10419/281936 2023-01-01T00:00:00Z https://hdl.handle.net/10419/281942 Title: Family entrepreneurship as an initiator of change in croatian tourism Authors: Čapeta, Ivan Abstract: Purpose - The aim of this paper is to verify whether the "family entrepreneurship" model is an important development opportunity for Croatian tourism and whether family businesses, with their innovative approach to designing a tourist product, change the trends in the tourist market and whether they promote the differentiation of Croatian tourism on the global tourist market. Methodology - The paper examines the readiness of family businesses to present changing trends on the global tourism market through positive examples of innovative solutions of family businesses that contribute to the new direction of Croatian tourism, towards sustainable development. By comparing the performance of family businesses and tourism results at the national level, knowledge is gained about the contribution of family businesses in Croatian tourism. Findings - The results of the research indicated that family businesses contribute to the recognition of Croatia on the tourist market as a sustainable tourism destination with their innovative tourism products. Contribution - The conducted research can be the basis for further research on family businesses in the Republic of Croatia. Contributes to new knowledge about family entrepreneurship in tourism in the Republic of Croatia. Sun, 01 Jan 2023 00:00:00 GMT https://hdl.handle.net/10419/281942 2023-01-01T00:00:00Z