Repositioning of the Lighthouse Tourism by Expanding the Content of the Offer

Abstract

The purpose of this work is to elaborate the possibilities of strengthening the attractiveness of lighthouse tourism in the Adriatic. This specialized tourist offer is recognized in academic circles as well. Despite its unique attractiveness, lighthouse tourism has experienced stagnation in recent years, requiring innovative strategies for repositioning. The first ten years of successful development and growth were followed by stagnation and a decline in tourist visits. The change in the positive trend followed the suspension of promotional activities for the Stone Lights project. Noticing the problem of stagnation in the number of tourists visiting lighthouses, the authors pose a research question on possible activities to increase the attractiveness of this type of tourist offer. The methodology assumes exploratory research and theoretical analysis of the repositioning of the specialized tourist product. The authors set the framework for the primary research, which they conducted on a random sample of tourists who stayed in the lighthouses on the Adriatic Sea in July 2022. This paper explores the potential of expanding the content of lighthouse tourism offer by including a diverse range of experiences and activities to attract a wider audience. Findings - the authors present the findings of the conducted research, based on which a model for repositioning lighthouse tourism in the Adriatic was developed and argued. In an argumentative and critical discourse, the authors present the causes of the current state of lighthouse tourism and point out the possible consequences if the proposed activities are not implemented.