Abstract
The setting for this research is the region of Kotor and the Bay of Risan in Montenegro which are listed as protected cultural and natural heritage sites by UNESCO. The central themes of this paper are heritage preservation and the promotion of tourism. It will demonstrate how heritage can be used by certain actors in the area studied, particularly those in the tourism industry, to create an identity specific to the region of Kotor. It is assumed that there is a real determination to set the area apart from the rest of the country by highlighting particular cultural elements. The tourism sector's commitment to promote a type of tourism which it considers better adapted to the site will be put into light, bearing in mind the conservation element but also taking into account the commercial aspect. The arguments and the methods used to promote the region will be presented, showing how elements specific to the site are emphasized. An analysis of the presentation and the explanations that support the construction of this identity and the strategies aimed at developing a type of tourism specific to the Kotor site will also be undertaken. Lastly, this paper will highlight some of the consequences that tourism, and particularly certain promotional efforts, can have on the site.