IMPLEMENTING DESTINATION MANAGEMENT ORGANIZATION (DMO) MODEL FOR EFFECTIVE PROMOTION OF RURAL TOURISM DEVELOPMENT (Case of Shar Mountain -North Macedonia)

The growth of rural tourism in North Macedonia is highly promising. Foreign visitors to the country are drawn in by the country's unusual cultural diversity and extremely rich local traditions from the past. For its natural beauty and tourist attractions, Shar Mountain is well-known. Since the majority of Shar Mountain was designated a national park last year (2021), a very different strategy for developing tourism is now required than in the past. The necessity for sustainable development in this area is implied by the need for environmental conservation on the one hand and the growth of tourism on the other. This study suggests a DMO model that can be used for the first time in this region in the context of the consolidation of various actors and the growth of rural tourism based on the current conditions. The primary stakeholders' ability to coordinate their efforts will determine how well this model is put into practice.

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