Angelevska - Najdeska, Katerina and Ishiguro, Yusuke and Cickovska, Elena (2026) DMOs and Marketing Tools in Managing Overtourism and Destination Sustainability: North Macedonia–Japan Comparison. INTERNATIONAL Scientific Conference Knowledge Based Sustainable Development ERAZ 2025 (11 ; 2025). pp. 385-394. ISSN 2683-5568
Preview |
Text
Angelevska.Ishiguro.Cickovska.ERAZ.2025.385.pdf - Published Version Download (453kB) | Preview |
Abstract
A large number of tourist destinations around the world are facing the challenge of overtourism. The increasing challenges to the sustainability of tourist destinations require strategic intervention from Destination Management Organizations (DMOs) and marketing tools to promote sustainable tourism.
This study explores the role of DMOs and marketing tools in managing overtourism and promoting sustainable tourism development in North Macedonia and Japan emphases successes and challenges of both countries.
Findings indicate different strategic orientations between North Macedonian and Japanese DMOs. Despite the different approaches, both cases highlight the critical role of adaptive marketing. Promoting lesser-known attractions in order to distribute visitors will reduce pressure on popular locations. Involving local populations in decision-making processes, adequately informing tourists about responsible behavior and respect for local culture and the environment, will have a positive impact on addressing overtourism and the sustainability of the destination.
| Item Type: | Article |
|---|---|
| Subjects: | Scientific Fields (Frascati) > Social Sciences > Economics and Business |
| Divisions: | Faculty of Tourism and Hospitality |
| Depositing User: | Prof. d-r Elena Cickovska |
| Date Deposited: | 20 Oct 2026 10:19 |
| Last Modified: | 20 Oct 2026 10:19 |
| URI: | https://eprints.uklo.edu.mk/id/eprint/11924 |
Actions (login required)
 |
View Item |