Repositioning of Lighthouse Tourism by Expanding Offer Content

Abstract

The aim of this paper is to elaborate the possibilities of strengthening the attractiveness of lighthouse tourism in the Adriatic. This specialized tourist offer is also recognized in academic circles. 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 includes 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 the tourists who stayed in the lighthouses in 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. The authors present the findings of the conducted research, based on which a model for repositioning lighthouse tourism in the Adriatic was developed and discussed. In an argumentative and critical discourse, the authors present the causes of the current state of lighthouse tourism and we point out possible consequences if the proposed activities are not implemented.