Understanding Tourist Emotions to Foster Sustainable Development

A predominantly positive emotional response from tourists at the Monastery of Saint Naum, the most visited site in North Macedonia's Lake Ohrid Region, underscores the significance of balancing visitor access with conservation efforts. Sentiment analysis of TripAdvisor reviews revealed strong admiration for the site's natural beauty, historical and spiritual importance, and leisure activities like boat rides and local dining. However, crowding and long queues slightly diminished satisfaction, highlighting critical areas for sustainable tourism management. The study advocates for strategies such as controlling peak-time visits, preserving architectural heritage, promoting eco-friendly transport, and supporting local businesses to enhance visitor services while safeguarding the site's cultural and environmental integrity. These insights provide actionable guidance for aligning tourist experiences with sustainability goals, ensuring the long-term preservation of this UNESCO World Heritage Site.

Nikoloska, I., & Petrevska, B. (2026). UNDERSTANDING TOURIST EMOTIONS TO FOSTER SUSTAINABLE DEVELOPMENT. UKLO Proceedings, 2(1), 115–124. https://doi.org/10.20544/uklop.2026.618