Our Researcher:

Dr. Marija Lazarev

 

 

Dr Marija Lazarev is a hugely experienced academic, who has taught tourism-related subjects and mentored PhD, Master’s and Bachelor’s dissertations at top higher educational institutions, business schools and universities in Switzerland and France since 2006. Formerly part of the Glion faculty for more than a decade, in early 2024 she returned to the school to become Program Director for two leadership-focused programs, including our flagship graduate degree: the Master’s in Hospitality Business Leadership. Outside of her teaching and dissertation mentoring roles, Marija also boasts extensive research interests, having earned a summa cum laude for her doctoral thesis. She has been published in academic and professional journals and collaborated on book chapters, as well as presenting at many international conferences.

Currently published research: Zivanovic, M. L. (2025). Destination Competitiveness, Culture and Heritage Tourism, and Regional Clusters: Case of Macedonia. In Cases on Effective Destination Management (pp. 27-56). IGI Global Scientific Publishing.”

Abstract

In recent decades, research on cultural identity, state dynamics, and destination competitiveness has gained significant importance in the field of Cultural and Heritage Tourism. Specifically, in Macedonia, a region shared between two states—North Macedonia and Greece—tourism development occurs within a unique political and economic context. Does dissonant heritage hinder or promote destination development? This chapter aims to assess the destination competitiveness of Culture and (dissonant) Heritage tourism, focusing on the development of regional clusters. Perspectives from various stakeholders—academics, state officials, and tourism strategy developers—are essential. Bridging the gap in service provision and policy-making processes within this demand-led industry requires a shared doctrine. Notably, this introduces an additional perspective to the existing Competitiveness theory. While Culture and Heritage are recognized as core attractors, the dissonant aspect remains unexplored. Balkan states offer opportunities for further research in culture and heritage clusters.