Ohrid between identities: Image, experience and tourist perception

Abstract

This paper investigates the relationship between destination image and tourist perception of Ohrid (N. Macedonia). While Ohrid projects an image as a place of natural, cultural and spiritual heritage, affirmed by its UNESCO World Heritage status and significance—tourist perceptions vary significantly across domestic and foreign visitor groups. The study uses a mixed-methods approach, combining surveys, social media analysis and data mining, to see how tourists actually experience the city. Findings reveal a strong appreciation among foreign tourists for Ohrid’s nature and culture, in contrast to domestic tourists who often associate the destination only as a basic tourism weekend and/or seasonal getaway destination. A growing difference is observed between Ohrid’s promoted identity and its actual tourism practices, mainly during the peak summer season characterized by mass tourism, overcrowding, and large-scale commercial events. These contradictions highlight the need for a more coherent and sustainable tourism strategy that bridges the gap between image, perception, and actual experience.