IDENTITY AS A STRATEGY FOR AFFIRMATION OF THE TOURIST PRODUCT OF PRESPA

Abstract

The complexity of tourism business that is the result of changes in requirements, tastes and expectations of a modern tourists contributes for global development of tourism market to and to be characterized by extreme competitiveness. In such conditions, tourist destinations management are focusing on the choice of strategies for achieving competitive advantage in the market. The strategy of creating tourist product identity is one of the strategies that today attracts more interest.

The purpose of identity is successfully position of the image of tourist enterprises and tourist destinations services in the minds of existing and potential tourists as target groups. Any tourism destination has its own identity which recognize and differentiate it fromcompetitors. Potential tourists differently perceive the identity of the tourist product of a resort. Destination with a strong positive identity is successfully positioned on the market. Based on this, the aim of the paper is to determine how recognizable the Prespa region is as a tourist destination on the market and what is its image among tourists.Given the anthropogenic and cultural values as well as the natural wealth of this region, promotional activities are a key tool with which these values will be positively perceived by potential tourists.