Tourism in Macedonia in changing environment

Contemporary conditions in the tourist industry began to manifest a series of problems in recent decades. As never before numerous events have occurred that not only changed the affinities and tastes of the tourist demand, but also led the tourism offer to focus on new strategies and aspects of operation. The rules of the game have changed to the core with the emergence of more frequent terrorist attacks, economic volatility, weather disasters, new conflict hot spots in the world and so on. Tourism as a specific and complex industry has become too sensitive to such changes. Unlike these and similar external factors that in general have negative impacts on tourism, there have also been changes in the behavior and demands of the tourists themselves. Visiting new and unknown tourist destinations in recent years is becoming a major motivational characteristic of the tourists' decision to engage in the tourist flows. Inevitably is the need of the tourist destinations to adapt to this changing environment. Republic of Macedonia still represents an insufficiently explored destination in tourism terms. It can be concluded that the state of the tourism industry is on a low developed level. The changes that have occurred did not spare even this destination. There exist a number of new methodologies for successful adapting to this situation and achieving of competitive advantage in order to survive on the tourism market. The cluster approach in this sense refers to the use of new methodology. It used for the first time in the strategic formulations. Experience shows that the cluster model can be applied to various forms of tourist activities. Based upon the defined objectives, frameworks and guidelines, several clusters can be differentiated with the use of the criteria of priority. In Macedonia the cluster approach is applied to the rural, cultural, mountain, lake and wine tourism. However, in methodological terms this is an open segment of research that can also be used on other possible forms. Using these global experiences will have a contribution for Macedonia to become one of the countries in which the applicability of this methodology is accepted by all stakeholders. The results show remarkable gains that can be recommended to other spatial units in the country and abroad. (C) 2012 Published by Elsevier B.V. Selection and/or peer review under responsibility of the Faculty of Tourism and Hospitality