PUBLIC RELATIONS IN TOURISM OF REPUBLIC OF MACEDONIA: PRACTICES AND ANALYSIS

This article relates to the tourism industry of the Republic of Macedonia with special emphasis of the need and importance for tourism of conceptualizing and developing effective model of public relations for the tourism industry of the country. The focus of this research study is the influence of public relations on the Macedonian tourism, which is very important for achieving better results in overall tourism economy as an important branch of the economy of the state, also the need to develop effective model of relations public tourism in Macedonia. Past experiences of developed countries with rich touristic potential show that most of their economic development was based on tourism which turns out to be the greatest profit generator. It’s necessary that Republic of Macedonia builds its economic development in accordance with the touristic potential. For that point, the strategic approach is crucial. This research is part of another extensive study that has resulted in developing a model of PR in Macedonian tourism for a complete development of Macedonian touristic economy through strategic planning and managing PR in the Macedonian tourism. Main emphasis of this research was put on the meaning of public relations in touristic economy, through the analysis of up-tonowpractices of the strategically planned, managed and implemented public relations, and analysis of developing perspectives of PR in Macedonian tourism