UNDERSTANDING TOURIST EMOTIONS TO FOSTER SUSTAINABLE DEVELOPMENT
DOI:
https://doi.org/10.20544/uklop.2026.618Keywords:
sustainable tourism, sentiment analysis, visitor experience, tourism development, Ohrid, North MacedoniaAbstract
Introduction: The global emphasis on sustainable development, guided by the Sustainable Development Goals (SDGs), has increased the need for strategies that protect cultural and natural resources, especially in tourism. This study addressed the challenge of integrating sustainable tourism with innovative management practices by analyzing tourist sentiments relating to the Monastery of Saint Naum, the most visited attraction in the Lake Ohrid Region in North Macedonia.
Methods: Methods involved sentiment analysis on online reviews from TripAdvisor collected untilAugust 2025 to assess visitor experiences and perceptions.
Results: Results showed predominantly positive sentiments focused on admiration for the site's natural beauty, historical and spiritual significance, and enjoyment of leisure activities such as boat rides and local dining. Negative feedback mainly concerned crowding and long queues, which slightly impaired visitor satisfaction.
Discussion: The study concluded that sustainable tourism management strategies should balance visitor access with conservation efforts, including controlling peak-time visits, investing in preserving the monastery’s architectural heritage and natural surroundings, and promoting eco-friendly transport. Supporting local businesses within the monastery compound was also recommended to enhance visitor services and community benefits. These findings provide practical guidance for tourism managers, emphasizing the importance of understanding tourist emotions and aligning development with sustainability goals to safeguard the site’s cultural and environmental integrity for the future.
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