The Charm of Tradition: Exploring the Role of 19th-Century Urban Houses in Tourism Promotion

Namicev, Petar and Nestoroska, Ivanka (2023) The Charm of Tradition: Exploring the Role of 19th-Century Urban Houses in Tourism Promotion. ISVS e-journal, 10 (11). pp. 60-70. ISSN 2738-222

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Traditional house design frequently acts as a trigger in tourism promotion. The uniqueness of the external architectural appearance, along with the cultural identity of a certain time, serves as a captivating motif for sightseeing and improves the visual tourism experience. On the other side, tourist souvenirs enable maintaining links with the past and creating individual and cultural meanings.
This paper aims to shed light on the significance of a 19th-century traditional house that plays a prominent role in tourism promotion. Given its frequent usage as an iconic symbol in tourism context, the house of Krapche (Kanevche) in Ohrid (North Macedonia) is used as an actual case study for in-depth research. Consequently, the purpose of this paper is to better and more thoroughly comprehend how an urban house model is used in the form of a souvenir as a special item for tourist consumption.
The paper employs discursive analysis and argumentation as its primary methodology, involving interpretation of both textual details and contextual knowledge regarding traditional urban house design. It specifically focuses on the visual representation of various types of tourist souvenirs. Pictorial material is presented along with an interpretive approach to unveil the cultural identity of the house model for tourism purposes.
The framework used in this study to support the use of traditional architecture to promote Ohrid as a tourist destination is its main strength. This contributes to better understanding of tourist souvenirs as powerful promotional tools particularly of interest to marketers and retailers. Furthermore, it highlights the importance of continually promoting Ohrid through its picturesque urban architectural heritage while simultaneously urging the need for creating a more effective tourism promotion strategy. However, its weakness lies in its concentration solely on a particular case study, potentially restricting its broader relevance.
The findings might serve as guiding principles for conceptualizing urban architecture in promotion of tourism.

Keywords: Traditional urban architecture, House model, Tourist souvenirs, Tourism promotion, Ohrid, North Macedonia.

Item Type: Article
Subjects: Scientific Fields (Frascati) > Social Sciences > Other social sciences
Divisions: Faculty of Tourism and Hospitality
Depositing User: Prof. d-r Ivanka Nestoroska
Date Deposited: 11 Apr 2024 12:51
Last Modified: 11 Apr 2024 12:51

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