Which resources should be developed into tourist attractions? The viewpoint of key stakeholders on the Slovenian coast

Abstract Motivation Tourist attractions are key to the development of tourism, yet the process of tourism valorization—transforming resources like natural and cultural heritage or historical discoveries into attractions—remains relatively under‐researched. In the phase of assessing the suitability and potential of these resources for tourism valorization, usually only experts and the tourism industry are involved, neglecting the views of key stakeholders: tourists and locals. Purpose The main purpose of the research is to identify the indicators that determine the potential/suitability of resources to become tourist attractions and to assess the weight that each indicator has in the eyes of tourists and locals. Furthermore, we examine whether there are significant differences between tourists and locals in this respect that deserve special attention. Approach and methods A set of indicators was compiled to assess the suitability of resources from previous research on tourism valorization. Surveys were carried out among tourists and locals in Piran, the most popular Slovenian tourist municipality, and the weights assigned to the indicators were compared between the two groups. Findings Authenticity, accessibility, uniqueness, and preservation were identified as the most important indicators for assessing the potential/suitability of resources to be developed into attractions. The “Relevance to the community” indicator was identified as the most problematic, as tourists and locals attribute quite different importance to it, which can lead to conflicts in tourism development. In addition to the differences between stakeholders, some distinctions were also identified between the subsamples of each group. Policy implications Policy‐makers should devote more time and energy to involving and empowering the local population in the process of resource valorization. Inclusive destination management can contribute significantly to the quality of the tourism experience and thus to the competitiveness of the destination, as well as to a positive attitude of the local population towards tourism. The importance of authenticity suggests that the destination should be more inclusive of the hinterland, which has retained a high degree of authenticity. This would also alleviate current congestion in the overcrowded areas of the destination and diversify the offer.