engleski

55. Marketing management of the lighthouse heritage in the function of strenghtening the national identity on the global tourism market: Stone Lights (Croatia) and the art of the lighthouses (Montenegro)

The paper presents marketing projects of managing lighthouses as cultural and historical heritage in Croatia and Montengro. Regardless of the advances in technology and changes of the functioning of modern navigational aids, lighthouses as cultural-historical monuments can get other value through the touristic market. Croatian project Stone Lights is a commercialization of lighthouse buildings as a concrete example of good practice in promoting Croatia as a maritime country, so as Croatian tourism and a new national touristic brand. Montenegrin project The Art of the Lighthouses offer original experience of doing destination icons of lighthouse but of port and coastal lights through original artistic work. The goal of the paper is to present some results of these projects for the national identity. There are very few tourist destinations in the world that offer accommodation in lighthouses, and lighthouses, port and coastal lights are very rare have image as destination icons. The paper develops through three basic sections. The introduction of both projects, the secondary analyses of the lighthouses market valorization in tourism (marketing management of cultural and historical resource and doing of destination icons), and finally research findings (focus group of tourism experts – how to connect Croatian and Montenegrin projects on the marketing platform). As a research results this paper aims to connect Croatian and Montenegrin marketing experience for the possible future cooperation in the field of commercialization of cultural and historical resources for touristic valorization.

Heritage ; Valorization ; Lighthouses ; Tourism ; Identity

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