South East European Journal of Sustainable Development

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SEEJS�Editor in Chief: Aziz Pollozhani, PhD (Macedonia)

Editors:Robert Pichler, PhD (Austria)

Iraj Hashi PhD( EnglandRizvan Sulejmani, PhD (Macedonia)

Mimoza Dushi, PhD (Kosovo) Bekim Fetaji, PhD (Macedonia)

Publisher: Mother Teresa University in Skopje, Macedonia

Editorial Board

South East European Journal of Sustainable Development | Vol. 1 (1/2017)

Alfonso Vargas Sanchez, PhD (Spain)

M. M. Sulphey, PhD (India)

Andrea Maliqari, PhD (Albania)

Gëzim Karapici, PhD (Albania)

Agni Dika, PhD (Kosovo)

SerminSenturan, PhD (Turkey)

Mirko Perano, PhD (Italy)

Zoran Popovski, PhD (Macedonia)

Ruzhdi Sefa, PhD (Kosovo)

Sani Demiri, PhD (Macedonia)

Agim Mamuti, PhD (Macedonia)

Kalman Mizsei, PhD (Hungary)

Shaban Buza, PhD (Kosovo)

Olga Popovska, PhD (Macedonia)

Fiona Todhri, PhD (Albania)

Nezir Kraki, PhD (France)

Marc Hill, PhD (Austria)

Inge Hutter, PhD (Netherland)

Yavuz Emre Arslan, PhD (Turkey)

Ayhan Oral, PhD (Turkey)

Valentina Gogovska, PhD (Macedonia)

Anton Stoilov, PhD (Bulgaria)

Afrim Hamidi, PhD (Macedonia)

Mehmed Ganic, PhD (Bosnia and Herce-

govina)

Bashkim Ziberi, PhD (Macedonia)

Mesut Idriz, PhD (Bosnia and Hercegovina)

Zoran Trifunov, PhD (Macedonia)

Isak Idrizi, PhD (Macedonia)

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South East European Journal of Sustainable Development ISSN (print) 2545-4463 ISSN (online) 2545-4471 is published twice a year. Account No. 160016267778815 723019 - 45 Tax No. 4080016561272 Bank: Narodna Banka RM

Managing Editors: Sani Demiri, PhD Olga Popovska, PhD

Technical Editing/Layout: Besnik HamitiEditorial Office: South East European Journal of Sustainable Development Mother Teresa University in Skopje, Republic of Macedonia12 UdarnaBrigada 2a/ VII, Skopje, Macedo-nia Phone: +389 2 3161 004 E-mail: [email protected]: www.seejsd.unt.edu.mk

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TABLE OF CONTENTS

A MESSAGE FROM EDITOR-IN-CHIEF…………………….........................………………………..............6

CAN WE MAKE A GREEN TOURISM BRAND? THE EVIDENCE OF MACEDONIABiljana Petrevska, Vlatko Cingoski…………………………..........................………….................…..…......7

AN ECONOMIC OVERVIEW OF THE WESTERN BALKANS: CONVERGENCE WITH THEEUFatmir Besimi……………………………………………………......................………………………………………........16

HEAVY METAL POLLUTION OF BATLAVA LAKE FROM DRAZHNJA AREA (KOSOVO)Bahri Hyseni, Astrit Shala, Shkumbin Shala, Hyzer Rizani, Osman Fetoshi……........…........22

OCCUPATIONAL SAFETY AND HEALTH AT WORK AS A PART OF SUSTAINABLE DEVEL-OPMENT AGENDAMonika Lutovska, Vladimir Mijakovski, Bashkim Idrizi……………………….................…….….........27

YOUTH AND GENDER! – THE ROLE OF PSYCHO-SOCIAL SERVICES IN GENDER EDU-CATION IN THE SECONDARY EDUCATION SYSTEM. “CASE STUDY: MACEDONIA VS.ALBANIAElisabeta Bajrami Ollogu, Irena Myzeqari………………………….......................……………..…...…........32

INNOVATIONS IN TEACHING – A COMPARATIVE STUDY OF FOREIGN LANGUAGE ED-UCATIONEdita Bekteshi……………………………………………………....................................…………...…….....….....41

IMPLEMENTING NEW APPROACHES IN CHEMISTRY TEACHING METHODSSani Demiri, Suzana Aliu, Afrim Hamidi, Olga Popovska………...............…...…………….….....…51

SOLVING REAL-LIFE PROBLEMS FOR INCREASING THE MOTIVATION OF LEARNINGMATHZoran Trifunov……………………………………………………………………......................…………………….....…56

ANALYSES OF ICT USAGE IN SCHOOL MANAGEMENT IN MACEDONIAMirlinda Ebibi, BekimFetaji, Majlinda Fetaji, Samet Kera……….......................……..……..........61

SUSTAINABLE GREEN NETWORKING AND COMPUTING IN 5G SYSTEMS: TECHNOL-OGY, ECONOMICS AND DEPLOYMENTStojan Kitanov, Toni Janevski………………………………………………….....................................…........68

INFORMATION AND COMMUNICATION TECHNOLOGIES (ICT) IMPLEMENTED INSMART CARSOlivera Petrovska, Vesna Antovska-Knights, Zoran Gacovski, Stojce Deskovski…................74

Author Guidelines – SEEJSD...........................................................................................................81

Biljana

Highlight

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1 INTRODUCTION

The puzzle, which needs to be solvedso thatthe country can be more attractive, poses the issueof initiating the national branding process. It isknown that every country has strengths andweaknesses and a good brand may project coun-try’s strengths while recognizing its weaknesses.Therefore, the purpose of branding is to positionthe country in the best possible way in the worldsystem, giving its strengths and weaknesses, by si-

multaneously being truthful and believable. Therefore, starting from the benefit that

branding offers a differentiation in the market [1-4], to the dilemma what constitutes the brandingprocess [5-7], branding provokes large interest. Itis often reported as a kind of destination image[8-9] or analyzed as a process of destination posi-tioning [10-11]. On the other hand, brands classi-fiable as green are those whose users’ primaryassociations are environmental conservation and

CAN WEMAKE A GREEN TOURISM BRAND? THE EVIDENCEOF MACEDONIA

BILJANA PETREVSKA

VLATKO CINGOSKI

“GoceDelcev“ University-Stip, Faculty of Tourism and Business Logistics, Macedoniae-mail: [email protected]

“GoceDelcev“ University-Stip, Faculty of Tourism and Business Logistics, Macedonia e-mail: [email protected]

ABSTRACT: Every country has strengths and weaknesses, and a good brand may project country’sstrengths while recognizing its weaknesses. Despite the fact that Macedonia has been an independent coun-tryfor more than two decades, it seems that it is still trapped in its transition period and still strives to createnew patterns. The article draws on primary and secondary data to provide insights into the processes andconflicts over efforts to create a green tourism brand in Macedonia. Moreover, the research assesses howMacedonian hospitality industry stakeholders manage the environmental quality, which directly leads to in-crease of destination’s competitiveness. It has a practical significance since it discusses the level of environ-mental quality of Macedonia as a base for creating a national green tourism brand. The paper underlinesthat tourism branding in Macedonia cannot be conducted successfully without considering the context of“green” tourism. It was found that the improved image along with the enhanced competitiveness are strongdeterminants, thus, provoking better interest than the increase of number of guests. Yet, a large number ofsurveyed hotel managers lack measures to reduce the conventional energy use and replace it with renewablesources of energy. Although being fully aware of the importance of the environmental concept, this is notthe managerial priority of Macedonian hotels. These findings may assist in further steps when creating mar-keting strategies to enhance country’s distinctiveness. A positive national image is an essential ingredientfor promotion that raises the issue for necessity of investing into national branding as part of the image-building strategy.

Keywords: Environment, image,promotion, brand, green tourism

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sustainable practices [12]. Creating and developing a brand is not an

easy task, so even developed countries do not findbrand management an easy mission. Very fewcountries have successfully launched a nationalbrand. Its inception evolved from various fieldsincluding imaging and communicating. It con-sists of international and external connections,based on the country’s positive values and percep-tions that are relevant to export development. Thebrand concepts, once researched, tested and de-fined, are then used as the basis of targeted pro-motional campaigns when encouraging tourismdevelopment.

Despite the fact that Macedonia has beenan independent countryfor more than twodecades, it seems that it is still trapped in its tran-sition period and still strives to create new pat-terns. There is a lack of global image and badprejudice, which may be a good sign and a rare op-portunity if the country may start to build thebrand in its own way. Hence, building a positionon new markets requires time, but the fact to bea brand-new destination can be the key asset togo faster and more efficiently in building aware-ness in tourists’ perception. In such a dynamiccontext, the way out is detected in favoringtourism as a possibility to enhance national econ-omy. The rapid expansion in the past few years, interms of the number of tourists, caused tourismto be recognized as one of the national strategicpriority areas in Macedonia. Significant market-ing efforts have been made to introduce the coun-try in the international competition playground.

Although this study may add to the currentresearch on green tourism and hotel industry inMacedonia [13-16], its main contribution lies inthe intention to provide insights into theprocesses and conflicts over efforts to brandMacedonia as an eco-friendly destination. More-over, this research assesses how Macedonian hos-pitality industry stakeholders manage theenvironmental quality, which directly leads to in-

crease destination’s competitiveness. It has a prac-tical significance since it discusses the level of en-vironmental quality of Macedonia as a base forcreating a national green tourism brand. Theabove-mentioned underlines that tourism brand-ing in Macedonia cannot be conducted success-fully without considering the context of “green”tourism.

After the introductory section, the follow-ingnotes some references on green brand andsome facts discussing how green Macedonia is.Section three includesthe methodological frame-work; section four provides the main findings anddiscussion, while the final section offers conclu-sions and recommendations.

2 BACKGROUND MATERIAL

The vagueness of environmentally soundbehaviours reflects the loose definition of a greenbrand. Hoteliers have rearranged their prioritiesand tried to make the establishments green, dueto the fact that environmentally-conscious andadequately informed tourists are more willing topay than others [17], and rather consume greenproducts and stay at green hotels [18]. Yet, touristsare willing to participate in energy reduction ef-forts if it does not greatly diminish their holidayexperience, if it is easy, or if it saves them money[19]. Consequently, hotels urge to apply environ-mental protection programs for reducing the en-ergy consumption, recycling and compostingfood scraps [20-22].

Generally, tourism accounts for about 5% ofGHG emissions worldwide, out of which thelargest proportion of 75% is associated with trans-portation, whereas 40% is caused by air traffic[23]. Another factor that contributes to the envi-ronmental footprint of tourism is accommoda-tion. This sector represents approximately 20% ofGHG emissions generated from tourism [19]. Thevariety of tourism types, which rely on clean na-ture and unpolluted environment as core values,impose the necessity to strive for sustainable

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tourism. Consequently, the hotel managementintroduces such energy practices that enable en-vironmental protection by reducing carbon diox-ide, methane, nitrous oxide and other harmfulemissions that provoke global-warming and cli-mate changes. Yet, despite the gain in efficiency,the emissions from global tourism sector are pre-dicted to grow 161% by 2035 [19]. This actuallymeans that tourism implicates many negative ef-fects that must be prevented or at least decreased.

Around 90% of the primary energy inMacedonia is produced from fossil fuels, mainlylignite and heavy crude oil. Moreover, the energysector contributes with over 70% in total emissionof GHG. As a result of these two factors, an enor-mous pollution of the environment is provoked.Based onthe State of Environment report [24], thetotal emissions by sectors in Macedonia are dueto combustion processes (60%), transport (30-40%), and other (less than 5%). The share of re-cycled packaging is 12% of the total packagingplaced on the market. The air quality notes anabundance of daily limit values of PM10 andPM2.5, which remains a challenge for the future.However, Macedonia continues to adopt and im-plement EU Acquis.

Being identified as the best way to achieveenergy independence and simultaneously takecare of introducing and maintaining sustainabledevelopment, the renewable energy sources (RES)are heavily promoted as the least pressure produc-tion on the environment. In 2015, the renewableenergy share was 15.9% of the European energymix, which is twice as much as it was in 2004 andalmost onepercentmore than it was in 2014 [25].While the EU countries are largely investing to in-crease that share, Macedonia is facing immenseproblems. Although the transition period passedyears ago, Macedonia is still in its starting pointwhen it comes to the development of alternativeenergy sources and the concept of sustainable de-velopment. As a country aspiring for the EUmembership, Macedonia is obliged to transfer the

legislation into its legal system, which conse-quently leads to the preparation of several strate-gic documents such as the Strategy for EnergyDevelopment in the Republic of Macedonia until2030 [26], the Strategy for Utilization of Renew-able Sources in the Republic of Macedonia by2020 [27], and the Strategy for Energy Develop-ment in the Republic of Macedonia until 2035 (inMacedonian) [28].

Within the latest Strategy for Energy Devel-opment, it is foreseen anincrease competitivenessin the wider regional energy market and high en-ergy efficiency [28]. The objectives proclaimed bythe EU in the energy field until 2020 are as fol-lows: improvement of energy efficiency by 20%,provision of energy from RES in the amount of20% of the final energy consumption, and at leasta 10% share of RES in the final energy consump-tion in traffic [26]. In this line, the maximizationof the utilization of the RES is noted to be amongthe strategic priorities, which is proved by theconstant increase from 4.2% in 2012 [29] to 13.8%in 2005 in the final energy consumption. Conse-quently, Macedonia belongs to the countries witha relatively high utilization of this type of energy[26]. Moreover, based on many scenarios withinthe strategic documents, it is indicated thatMacedonia can target a share of RES set at 21%[27].

3 METHODOLOGY

The primary objective of the study is to de-termine the level of environmental quality ofMacedonia as a base for creating a national greentourism brand. To achieve it, the study investi-gates the perception of hotel management in ap-plication of eco-policies and environmentalpractices by exploring standard indicators. More-over, theassessment is made on how the hotelmanagement copes with the environmental qual-ity, which directly leads to an increase of the des-tination’s competitiveness.

The study usesquantitative and qualitative


methods. The quantitative method consistsof anonline survey among 127 managers and depart-ment supervisors of three, four and five-star ho-tels in Macedonia, conducted in May 2015. It wasbased on 32 indicators already discussed in [30].The questionnaire was structured in three sec-tions (Environmental policy; Usage and savingsof resources; and Benefits and constraints) withtwo-choice questions and a five-point Likert scale.The low response rate of 35.4% was expected dueto the lack of personal contact when conductingan online survey. By applying the CategoricalPrincipal Components Analysis (CATPCA) tech-nique, the number of variables was reduced, whilethe reliability of the components was checked bythe Cronbach Alpha. The scores of the perceptioncomponents were compared by Kruskal-Wallistests, while the indicators for benefits and con-straints were perceived by calculating medians inthe components scores.

A consultation of secondary sources wasconducted in the qualitative method. It includeda review of literature and websites, thus adoptinga multidisciplinary approach. Information col-lected via these procedures enabled triangulationand validation of the data.

4 FINDINGS AND DISCUSSION

As noted, the questionnaire was structuredin three sections. Section I comprised of 12 ques-tions defining the environment policy (ɑ=0.81; av-erage score of the mode = 3 i.e. medium level ofinfluence). There is a variety of available tools thatcan be used to implement efficient environmentalpolicy and environmental management system(EMS). Among the investigated, the top threeitems perceived by the managers are: Preventioninterventions (0.834); Employees’ training (0.718);and medium knowledge of the environmentalprotection standard ISO 14000 (0.664). There arealso over a hundred global and regional certifica-tion programs for sustainable tourism (e. g. GreenGlobe, Green Key, TourCert, Travelife) which sup-

port hotel management in the establishment ofappropriate EMS through the use of labels (Font,2002). Therefore, Ecolabels and Eco certificatesare widespread tools for policy and marketingtourism strategies and are frequently used toshow quests’ reliability. Additionally, they mayadd credibility to green brands, but are unlikelyto actively communicate the array of functionaland emotional benefits consumers, other than thegreenest, seek. In the case of Macedonia, 60.9%of the surveyed hotels do not have Ecolabels and64.6% do not hold an Eco certificate. This is op-posite to some facts that certification programsprovide benefits and impose more efficient oper-ations [31]. It was also found that Macedonianhotel management rarely prepares written plansfor environmental protection which is not in favorof supporting the European environmental im-pact assessment regulation. This legislationstarted to develop in the 1970s and since then,many documents, action plans and standardshave been established by the European Union.Besides industry, energy, transportation and agri-cultural sections, tourism is also introduced as asegment that must conform to the Fifth Environ-mental Action Program. Due to the fact thatMacedonia is a candidate country for EU mem-bership, much attention should be put so thathospitality industry stakeholders meet the inter-nationally set standards.

Section II includes11 questions for assessingthe usage and savings of resources (ɑ=0.74; aver-age score of the mode = 4 i.e. strong level of in-fluence). Environmental management may serveas an effective strategy for hotels and destinationsto create additional value in the long run. Thiswas found not to be the case with Macedonia. Thefindings are alarming since they point to ex-tremely limited use of alternative energy sourcesand new innovative approaches in saving energyconsumption. The findingsfor the items referringto geothermal energy, biofuel, photocell lighting,“smart rooms”, dimming system and the use of

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treated water, are far below the critical values.Hence, Macedonian hotel management lacksEMS, which reduces resource use which cutsdown operational costs, becoming increasinglyimportant especially when considering the ever-increasing resource prices (e.g. energy prices) orlocal shortages of resources (e.g. water). On theother hand, the awareness of quests is constantlyrising. Namely, the signs in hotel bathrooms thatencourage guests to use their towels more thanonce to contribute to saving the environment arepart of Macedonian hotels’ policy. This is knownas one of the oldest environmental protectionstrategies in tourism, initiated for about thirtyyears now. By saving money due to less dirty laun-dry to wash, it may contribute to environmentalprotection.

Section III covered 10 questions in the lineof measuring the managerial perception on thebenefits and constraints for applying the energyconsumption concept (ɑ=0.63; average score ofthe mode = 4 i.e. strong level of influence). As perbenefits, the top three items perceived by themanagers are: Environmental protection (0.642);Improved image (0.612), and Enhanced competi-tiveness (0.514). They are assessed as strong de-terminants for introducing and sustaining energyefficiency practices. The summarized results con-firm the findings as in [32-34], that althoughbeing aware of the importance of the energy con-sumption and environmental protection, its stew-ardship is not a top priority. Namely, the problemis the gap between the environmental awarenessand the daily practice of the hotel management.

As per constraints, the top three items beingperceived as determinants with medium influ-ence are: Lack of subsidies (0.567); Cost increase(0.511); and Technical limits (0.447). This supportsthe market postulate for minimizing the costs andmaximizing the profit so that the hotel can sur-vive. The blame is put on the restricted financialresources and high operation costs for the limitedapplication of RES. Due to the economic and

socio-political problems, the hotel managementis often faced with existential difficulties. Hence,the environmental issues have just recently cometo attention. This is very different when comparedto the Scandinavian countries where the environ-mental protection is of high importance and haslong received political and financial support atlocal and national level.

When calculating the nonparametric corre-lations between hotel types and managerial per-ception scores (in terms of the componentsresulting from the CATPCA), we found:

Presence of positive correlation betweenhotel type and managerial perception; and

Positive and significant correlation be-tween five-star hotels and the environmentalpractices.

5 CONCLUSION AND RECOMMEN-DATIONS

Contemporary tourists expect an environ-mentally responsible hotel management to meettheir environmental needs and expectations. Thisprovokes a profound modification in the hotel in-dustry which has steadily recognized the neces-sity for becoming greener in order to be wellpositioned on the competitive tourism market.Consequently, hotels (as leading accommodationfacilities) are rapidly becoming environmentallyresponsible. By developing the idea of having eco-hotels, a “green” brand may be initiated whichmay position the country positively to be differ-entiated from competitors in a way that authen-tically resonates across stakeholders.

This research found that the improvedimage along with the enhanced competitivenessare strong determinants, provoking better interestthan the increase of number of guests. Yet, alargenumber of surveyed hotel managers lacks meas-ures to reduce the conventional energy use andreplace it with RES. Although being fully aware ofthe importance of the environmental concept,this is not the managerial priority of Macedonian


hotels. Based on the survey findings, we may con-

clude that Macedonian hotel management pos-sesses relatively low level of environmentalquality, resulting in poor and insufficient base forinitiating the creation of a national green tourismbrand. Therefore, some recommendations may befollowed and allow the creation ofmore pro-envi-ronmental marketing strategies to enhance thecountry’s distinctiveness. The hotel managementmust take steps to become more environmentallysustainable, even if there are initially costs for theimplementation of the changes (technological,behavioral and organizational) in their everydaybusiness, which will lead to cutting the operatingcosts and resulting in constant improvement ofthe efficiency. This should be done even if touristsdo not demand it as part of their expectations.Additionally, Macedonia can imposefrequent pe-nalizationof the environmentally unsound con-cepts practiced in hotels. In the same line, inorder to meet tourism sustainable developmentgoals, the hotel management must find a way toavoid the fragmentation driven by the competi-tiveness, and work along in order to shape poli-cies, not just react to them. This fully fits with thefindings of [35-36] which state that the emergingdestinations are by far challenged to achieve com-petitive advantage.

In the line of assisting Macedonia to be astep closer to be identified as “green”, some initialactions are recommended. For example: To settargets and benchmarking, as well as to apply foreco certification; To motivate tourism employees,tourists and all other stakeholders in tourismdevelopment, through awareness-raising andthrough incentives for energy reduction;

To support engagement of architects andurbanists in the process of planning, designingand refurbishment of energy efficient architec-ture;To install energy-efficient devices;To use al-ternative fuels (e.g., biodiesel) and RES (e.g.,wind, photovoltaic, solar, thermal, geothermal,

biomass and waste); To integrate emission man-agement (including supply chain management)and wider environmental management (e.g.,waste); To develop an environmental ‘Code ofethics’, (checklist or criteria that a hotel can pro-vide to its suppliers to help them perform theirservices to the sector in an environmentally re-spectful manner;To include energy-efficiency andrenewable energy use support programmes in na-tional tourism policies and development plans(Agenda 21, guidelines, regulations, incentives,planning, capacity building, stakeholder cooper-ation) etc.

The capacity and capability of introducingRES may become an important criterion for thelevel of the sustainable development of Macedo-nia, thus contributing to its national green brand-ing. It does not mean just having an attractive logoand a tag line. It means much more and serves fora deeper purpose - to position the country so thatit can achieve maximum success in the world sys-tem. This requires government actions for un-precedented political commitment and effectivepolicy design and implementation. Only the gov-ernment knows the full agenda of the country andhas the power and resources to lead the countryin a branding process. That is the only way Mace-donia may establish and maintain competitiveand sustainable development if it aspires to bebased on tourism. By initiating the “green elec-tricity” production, it may be a step closer to cre-ating preconditions for green tourismdevelopment as well. Instead of having tourismand hospitality facilities that are highly depend-ent on fossil fuels, the inclusion of the renewableenergy for energy production may allow improvedand protected environment being detected as oneof the preconditions for developing greentourism.

The study results are subject to several lim-itations, so further improvements may be under-taken on theoretical and practical level.

First, the assessment is based on a relatively

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small sample of hotels, which may put a doubt onthe representation of the findings for the countryin general. The investigation may employ multi-ple models and theories related to the greenbranding;

Secondly, it applied a relatively small set ofindicators to trace how “green” Macedonian ho-tels are. Additional examinations may be done byintroducing more criteria for assessing the appli-cation of energy policies and environmental pro-grams;

Thirdly, the selected respondents representjust one interest group, so improvements may in-clude other aspects (e.g. hotel’s employees, hotel’sguests, etc.). By combining and comparing re-sponses, a more comprehensive overview may beaccomplished.

Yet, the study may assist in better under-standing of the possibilities for branding Mace-donia as a destination that provides greentourism, upon which specific communicationstrategies may be set. Overall, the research gen-erates useful findings and points to valuable di-rections for further work in the field of tourismbranding.

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