Author Maja Baric
Globalization that has changed modern life and doing business too, certainly has a great impact on tourism industry, both in the world and in the country. Additionally, the development of tourism in Macedonia is followed with processes of reforms and changes that are not a result of global trends, but they are under their influence. In any case, globalization presupposes investing effort and resources to achieve a better competitive position of economic operators on global markets, including tourism.
In our state, tourism is highly exploited topic, about which, unfortunately, a number of conclusions are with a negative connotation in the sense of lack of infrastructure (roads, associated content on the main roads for care of transiting tourists, etc.), finances, lack of skilled labor and so on. These drawbacks have been identified as reasons for the insufficient inflow of tourists in the country and as the reason for that insufficient development of tourism.
After that, tourism is the focus of interest of the state which is channeled through the national strategy for tourism. It is in the interest of local self governments as well and therefore the tourism development is often included in their strategies for local economic development and subgroups as rural, eco-tourism, wine tourism and so on. They are included in their strategies for rural development in general if such had been adopted.
As a result of such trends in strategic concepts on national and on local level in recent times often can be heard the term “branding”. Related to that, there are talks about the branding of destinations, products (mostly food) and so on. The negative aspect of this trend is the notion that branding as a term is used improperly or in a narrower context than what it actually represents.
This fact in particular brings in relation the tourism and the intellectual property rights. They, as a means of securing competitive advantage in the tourism sector which is actually the service sector have a great importance, and could have very broad application.
Branding as a process is a broad term that ultimately means to develop the identity of a particular product or service, and from the sphere of our interest and the image of a particular location (destination) which pretends to be a tourist one. Basically, branding means mobilization of the intellectual property rights as trademarks, geographical indications and indications of origin for products, industrial designs, patents, know-how, copyrights, etc. as manner to achieve the ultimate goal building an image. In essence the image of a location / destination is to highlight the specifics of it in the rest of the world. Hence, Macedonian tourism and all the factors shall work in that direction, i.e. to emphasize the characteristics of what are our specifics and therefore highlight the specifics of Macedonia as a country destination and any particular location within Macedonia as a separate destination, without any need to search for examples elsewhere. Just for illustration and that on the level of Macedonia, there is a tendency, successful example of the Strumica Carnival to be reflected in other cities in the country. Strumica event as such could be multiplied, but not necessarily will be multiplied its success too.
The trend in the world is exactly like that – even promoted destinations tries to adapt to adjust and within the “overloaded world economy” are trying to differentiate and distinguish in order to provide better market position and to remain interesting for tourists. Following this approach new business models are developed and new types of services so that the natural beauty as such do not present sufficient challenge for tourists from abroad that are used to distinctive travel service which includes quality accommodation, safe food, clean environment and so on. All that, and for easier communication with guests trademarks are used to highlight particular service or product. The promotion is one that can bring a guest once. Experience of the guest at the spot will bring one ones again if it was positive. If this happens then receives the mark of his importance. On the other hand if the promotional material is the result of creative work (not an imitation or a copy) will have protection under copyright law and the trade mark holder and the copyright holder will be protected from their unauthorized use. If a collective or certification mark used under strictly defined criteria defined in advance is granted to be used, the guest’s confidence in the product or service will be greater and image of the destination improved.
As far as geographical indications and indications of origin concerns, should be highlight their great importance to tourism, especially in light of local food, traditional recipes, wine, etc. and their intensive use as part of the tourist offer in Macedonia.
Here’s an example from the United States relating to the region Three Valleys in California for which is important that “big brands are not born, they are built step by step. It is therefore important to build a consistent experience for our customers and for anyone who comes in contact with the region Three Valleys, California. We build our brand by keeping promises – always, everywhere, with every contact. So to everyone should be obvious that this is a one company / one destination.[1]
Conclusion
v Cooperation of partner’s such as public authority, private sector and local population must be improved;
v Exchange of information and experiences among the above entities must be improved;
v The liability of each partner in this industry must increase within the nature of its work or responsibilities and rights which they holds;
v Strategic documents on tourism must be more precise in the sense that needs to emphasize the characteristics and direction of development in accordance with local specifics;
v Uniform standards for work, quality of service, quality and food safety, etc. shall be introduced.
v Development of innovative business models, services and products, and use of innovation and new technologies introduced in the tourist services.
[1] BRANDING INITIATIVE – GREAT BRANDS ARE ROOTED IN STRATEGY, Tri-Valley, California