Cultural tourism in Ohrid as a selective form of tourism development

The aim of this paper is to investigate a specific type of tourism associated with cultural heritage through the analysis of the key segments that define it. The conducted research is related to a specific area through which it highlights its applicative value. The first part creates a broader context in which cultural tourism should be a part of the tourist offer. The second section focuses on a specific tourist destination, the city of Ohrid, which defines the necessary activities in order to ensure successful development of the cultural tourism. The analysis is based on the application of the SWOT methodology, applied for the wider area of Macedonia, with a detailed case study elaboration for the Ohrid area as most suitable for development of cultural tourism. The analysis differentiates the basic areas: the supply side, the scope of governance, marketing and promotion, with numerous indicated activities necessary to ensure the sustainable development of cultural tourism in an area protected by UNESCO. Generally it should be accepted that if cultural tourism is a complex type of tourism, then for its development the cluster approach should be essential which will ensure involvement of all stakeholders. If a variety of relevant activities are provided in the basic domains of operation which are addressed to each participant in cultural tourism, then its success will be very certain. (C) 2012 Published by Elsevier B.V. Selection and/or peer review under responsibility of the Faculty of Tourism and Hospitality