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Lighthouse Tourism And Rejuvenation Of The Stone Lights Brand: The Hidden Tourist Gems Of The Adriatic Sea

Author

Listed:
  • NEVEN SERIC

    (University of Split, Faculty of Economics, Business and Tourism, Cvite Fiskovića 5, 21000 Split, Croatia)

  • MARICA MELOVIC

    (University of Montenegro, Faculty of Tourism and Hospitality, Stari Grad br. 320, 85330 Kotor, Montenegro)

  • ANDELA JAKSIC-STOJANOVIC

    (University of Donja Gorica, Faculty of Culture and Tourism, Oktoih 1, 81000, Podgorica, Montenegro)

  • LIDIJA BAGARIC

    (University of Rijeka, Faculty of Tourism and Hospitality Management, Primorska 42, 51410 Opatija, Croatia)

  • PERONJA IVAN

    (University of Split, Faculty of Maritime studies, Ulica Ruđera Boškovića 37, 21000 Split, Croatia)

Abstract

The purpose of the paper is exploring revitalization of the Stone Lights brand, lighthouse tourism, in order to strengthen its visibility and attractiveness. By exploratory research and theoretical analysis authors set the framework for the primary research on a sample of connoisseurs – employees of the Plovput tourism department – company that manages the Adriatic lighthouses. The paper presents the findings which led to the creation and argumentation of the rejuvenation model of the Stone Lights brand. The authors present the causes of the current state of lighthouse tourism and the brand, and pointed out the possible consequences if the proposed activities are not undertaken. Proposed recommendations lead toward strengthen of the Stone Lights brand – developing complementary activities for tourists, improvement of visitor infrastructure and services on the lighthouses. By implementing these ideas the Stone Lights brand could be rejuvenated and ensure long-term success on the global tourism market.

Suggested Citation

  • Neven Seric & Marica Melovic & Andela Jaksic-Stojanovic & Lidija Bagaric & Peronja Ivan, 2025. "Lighthouse Tourism And Rejuvenation Of The Stone Lights Brand: The Hidden Tourist Gems Of The Adriatic Sea," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 35, pages 91-103, June.
    • Handle: RePEc:aic:revebs:y:2025:j:35:sericn
    DOI: 10.47743/rebs-2025-1-0006
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z32 - Other Special Topics - - Tourism Economics - - - Tourism and Development
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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