COPING WITH SEASONALITY: EXPLORATORY STUDY OF TOURISM IN OHRID

Abstract

Seasonality has been identified as one of the most important influencing factors in tourism development. The presence of seasonality is empirically tested in this study by elaborating Ohrid as the most well-known summer tourism destination in North Macedonia. Standard indicators such as the Gini index, the Seasonality Indicator, and the Coefficient of Variation are computed. The calculated values for two variables, the total number of tourists and the number of foreign tourists that visited Ohrid on a monthly basis from 2000 to 2021, are compared in depth. When the overall number of tourists was investigated, the study found considerable and strong fluctuations within a year with important features and the presence of robust tourism seasonality. On the other hand, international tourism demand is quite stable, with only minor fluctuations over the course of a year, indicating a weak tourism concentration. Based on an in-depth comparative analysis, Ohrid is a 'four-season' attraction for foreigners but not for domestic visitors. As a result, the study outlines the importance of establishing new strategies for attracting domestic tourists, thus shifting their perception from summer to innovative destination. Finally, a discussion is open for creating new image to reposition Ohrid in an overall destination with no seasonality.