LIGHTHOUSE TOURISM AND REJUVENATION OF THE STONE LIGHTS BRAND: THE HIDDEN TOURIST GEMS OF THE ADRIATIC SEA

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.