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The author’s first experience in creating a unique tourism venture was lighthouse tourism, encapsulated in the Stone Lights project (1999-2001). Through subsequent research and reflections on its commercialization, Specialised Tourism Products: Development, Management and Practice delves into the intricacies and legalities of marketing specialised tourism products. Referencing scientific studies and notable works, they underscore the evolving importance of such offerings for sustainable tourism development.
Specialised Tourism Products is a culmination of practical experiences, modelling a systematic approach to tourism development, accentuating the growing significance of specialised tourism content in the wake of climate change and the Covid-19 pandemic. Drawing on their tested projects, the authors present a comprehensive model, sharing their insights with a wider scientific and professional audience, contributing to the ongoing discourse on fostering attractive and competitive destination offerings in the face of contemporary challenges.
Neven Šerić, is Full Professor and Chair of the Marketing Department at the Faculty of Economics, University of Split, Croatia.
Ivana Kursan Milaković is Associate Professor in the Marketing Department at the Faculty of Economics, University of Split, Croatia.
Ivan Peronja is Associate Professor at Faculty of Maritime Studies in Split, Croatia. Currently, he holds a position of Vice-Dean for Science and Administration.
Chapter 1. Introductory Notes
Chapter 2. Development Process of a Specialised Tourism Product
Chapter 3. Development of Ideas and Concepts
Chapter 4. Developing and Shaping the Marketing Strategy
Chapter 5. Business Analysis and Marketing Test of a New Specialised Tourism Product
Chapter 6. Development of a Specialised Tourism Product and Market Testing
Chapter 7. Tourism Product Policy and Sales Policy
Chapter 8. Introduction of a Specialised Tourism Product on the Market
Chapter 9. Brand and Brand Management of the Specialised Tourism Product
Chapter 10. Development and Management of a Specialised Tourism Product – Stay at the Adriatic Lighthouses
Chapter 11. Final Conclusions