engleski

The Montenegrin Lighhouses as Destination Icons

In the last decades the lighthouses are becoming tourist attractions and the interest for them from historic, archeological, cultural, tourist and many other points of view is continuously increasing. There are some spectacular examples of the lighthouses all around the world which became destinations icons. At the moment there are more than 45 lighthouses in Montenegro which is significantly larger number than the one presented in available official sources. It′s important to mention that official data about lighthouses in Montenegro are mostly unavailable, so most of the data for this research are collected from very scarce archive materials, old journals and archive papers as well as from discussion with historians, art historians, curators etc. Also, the lighthouses are not listed in the register of cultural and historical monuments, so it′s obvious that their fate in the era of modernization is quite uncertain. Being aware the fact that the lighthouses in Montenegro are not adequately preserved, protected, valorized and promoted our idea was to create a strategy of their revitalization, protection and valorization and carry out a set of activities in order to reach the main goals and make them destinations icons. For that purpose, we put an accent on several lighthouses that have the most potential from cultural, architectural, historic, tourist and many other points of view and created completely new marketing-management approach which is based on promotion of lighthouses and their historical, cultural and architectural values through different forms of contemporary art.

Lighthouse, Destination, Icon, Montenegro

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