THE TESTING OF STRATEGIC MODEL OF POSITIONING OF A NEW TOURIST
PRODUCT (LIGHTHOUSE TOURISM) ON THE GLOBAL TOURIST MARKET
Neven Šerić, Ph. D., Assistant Professor,
University of Split, Faculty of Economy
Matice hrvatske 31, 21 000 Split, 00385 21 430 659
nevseric@inet.hr
ABSTRACT
The possibility of the continuity of sale growth of a specialized tourist product from the small
country in transition on the global tourist market justifies the means invested in the
development of the strategic model of positioning of a new tourist product. In terms of that
aim it is necessary to give meaning to a viable strategic model of product management by
tactical platform. Globalization and communication standards in tourism present a particular
challenge for specialized tourist product. The possibility of continuity of growth in sale of
original and competitive specialized tourist products account for the efforts and means exerted
in making a strategic model of the product’s positioning in the aimed niche on the global
tourist market. What are the key variables to which a specialized tourist product from a
country in transition needs to pay attention in order to position itself in an acceptable niche of
the global tourist market? Which strategic model of positioning to apply in a particular case in
lighthouse tourism on the Adriatic Sea? The problem of commercialization of the new
specialized tourist product, such lighthouses tourism, in the practice has also national
administrative barriers, imposed by governmental legal rules. These buildings are national
property and an important part of national safety in navigation’s system. Lighthouse tourism
is a promotion of creation national brand, so as a promotion of the Croatia. Inappropriateness
of economic measures to recessionary trends on the global tourist market is often a rule, not
an exception. The possibility of the continuity of sale growth of a specialized tourist product
from the small country in transition on the global tourist market justifies the means invested in
the development of the strategic model of positioning. In Stone Light project (Lighthouse
tourism) the way out was through the development of the following key strategically tactical
model:
 Branding system for creating a recognizable global label of a specialized tourist
product;
 E-marketing system for the continued adequate communication with the global tourist
market;
 E-commerce system for the sales management on the global tourist market;
 Logistical system for the sea transfer;
 Organization system for solving possible problems according to the standards of the
global tourist market.
The expected scientific contribution of the works consists in accepting or rejecting the basic
hypothesis: Strategically model of exclusive sub segmentation of the new tourist product of a
small country in transition on the global tourist market is effectively realizable on the tactical
platform: Branding/ E-marketing/E-commerce/ Logistics/ Organization.
Key words: tourism, new product, positioning, lighthouse.
THE TESTING OF STRATEGIC MODEL OF POSITIONING OF A NEW TOURIST
PRODUCT (LIGHTHOUSE TOURISM) ON THE GLOBAL TOURIST MARKET
1. Introduction
Globalization and contemporary communication standards in tourism on the global market
present a particular challenge for specialized tourist product of a country in transition (Mudie,
P. & Pirrie, A., 2006, 186). The possibility of continuity of growth in sale of original and
competitive specialized tourist products account for the efforts and means exerted in making a
strategic model of positioning in the aimed niche on the global tourist market (Cravens, D. &
Piercy, N., 2003, 158). What are the key variables to which a specialized tourist product from
a country in transition needs to pay attention, in order to position itself in an acceptable niche
on the global tourist market? Which strategic model of positioning to apply in a particular
case in lighthouse tourism on the Adriatic sea? Innovative solutions for specialized tourist
product through user friendly characteristics of products, as well as reconcilability of a chosen
tourist market communication model, nowadays present the imperative for the global running
of the product. However, problems and barriers, by which in the realization of exact tourist
product face the competitive environment are meaningful. Even when there are not many
national specialized tourist products present on the global tourist market, they effectuate their
promotion through the chosen marketing strategy (Crouch, G., and oth., 2004). Every one
marketing strategy needs a model of implementation(Cant, M., and oth., 2006., 79). It is
important to keep under control the valorization of the tourist product’s commercialization
because of the ecological reasons. Preserved nature is the prerequisite for the sustainable
tourism valorization of concrete tourist resources in the long period of time. Any way, this
strengthens the competitive power of the specialized tourist product enterprises, as well as
indirectly spreading proper interests on the global tourist market (Šerić, N., 2009). The
problem of commercialization of the new specialized tourist product, such lighthouses
tourism, in practice has some administrative barriers, imposed by governmental legal rules for
cultural heritage like lighthouse buildings, build during XIX century. These buildings are the
national proper, but also a part of Croatian safety in navigation system. There is a way.
Lighthouse tourism is a promotion of creation national brand, and a promotion of national
heritage. It is also a promotion of safety in navigation through the Croatia’s part of the
Adriatic sea. Lighthouse tourism has a role in upgrading national image of Croatia. Such a
reality has far-reaching repercussions on the success of global commercialization of
lighthouses tourism as a new specialized tourist product.
The main hypothesis for this research was: Strategically model of exclusive sub segmentation
of the new, specialized, tourist product for the small country in transition on the global tourist
market is effectively realizable on the tactical platform: Branding/ E-marketing/E-commerce/
Logistics/ Organization. For this purpose, an investigation was conducted on a sample of
expert guests who have chosen for holiday stay at the lighthouse during the 2010 season. The
sample included guests who have stayed in recent years at least three lighthouses, one of
which was at a remote location (to analyze the experience and quality of transfer). The sample
was designed in accordance with the structure of the percent of visitors according to
nationality, for the period from 2005th to 2010th years. Based on the answers, was conducted
evaluating strategic model that is the specialized tourist product positioned in the global
tourism market.
Innovative solutions for specialized tourist product thru user friendly characteristics of
products as well as reconcilability of a chosen tourist market communication model present
the imperative for effective commercialization on the global tourist market. Problems and
barriers with which in the realization of exact tourist product face the competitive
environment are meaningful. There are not many national specialized tourist products present
yet on the global tourist market, so it is important to effectuate their promotion through the
chosen marketing strategy. For this purpose it is important to continuously the effectiveness
of strategic management models for specialized tourist products. In accordance with the
knowledge it’s necessary to adjust the chosen marketing strategy.
2. Research
It is important to keep under control the commercialization of the tourist resources because of
the ecological reasons. Preserved nature is the prerequisite for the sustainable tourism
valorization of concrete tourist resource in the long period of time. This strengthens the
competitive power of the specialized tourist product enterprises, as well as indirectly
spreading proper interests on the global tourist market. The development of every new
product for the sake of commercialization of the countries could sometimes be rarely
economically justified during the conditions of global recession, which reflects itself with
distinct consequences on the volume of tourist demand. Exact marketing strategy for the new
tourist brand is the way out. Marketing strategy is important to develop on the elements of the
tourist clientele which evaluates appropriate. (Haemoon, O., Miyoung J., 2004).
Inappropriateness of economic measures to recessionary trends on the global tourist market is
often a rule, not an exception (Holbrook, M. B., 1999, 129). The consequence could be the
oscillation of the tourist demand, until the phase when positive trends on the global tourist
marked induce the economies to grow. How is the possible, in such conditions, complex
surrounding and complex competitive relations to develop efficient marketing strategy of
commercialization and positioning of a new tourist product on the global tourist market? Due
to this fact, especially in times of recession such studies are very useful. In this case the
project Stone Lights, continuity of monitoring the attitudes of quests provide a useful insight.
This insight into practice, the project adjusts to marketing strategy. The model presented in
the work of the project has been practiced for ten years. The purpose of the research is to
evaluate its components in order to take advantage of new knowledge to improve marketing
strategies. Some dilemmas previously stressed are evident, because most of the lighthouses
are on long distant small islands. Sometimes it could be problem to reach them by sea. But,
during testing of the market dilemma was solved, because this problem from the view of
potential tourist is an attraction. A waiting of the transfer day by sea, thinking of the
hydrometeorology is a part of the tourist experience in lighthouse tourism. The solvability of
such dilemmas implies the development of the following key strategically tactical model:





Branding system for creating a recognizable global label of a specialized tourist
product;
E-marketing system for the continued adequate communication with the global tourist
market;
E-commerce system for the sales management on the global tourist market;
Logistical system of providing secure high quality boats for the transfer, so as
possibility for the helicopter transfers on request;
Organization system for solving possible problems according to the standards of the
global tourist market;
Creating a new brand, Stone Lights wasn’t complicated. Because such old lighthouse
buildings have specific architectural image, and there are so many stories about generations of
lighthouse’s keepers. Branding system for creating a recognizable, in this case, exclusive
tourist brand, presupposes the continuity of activities and investing in the branding order to
develop it to the appropriate level when the sale oft he product from the phase of introduction
to the market passes to the phase of growth. E-marketing is acceptable because modern tourist
often search a destination for the holiday on the internet. In spite of lower costs of the
realization of this communication system with target tourist market the complexity of the
successful realization implies the originality, the development of an effective concept and the
appropriate CEO. Otherwise the results of E-marketing will not be forthcoming. On the
appropriately developed E-marketing system is meaningful to develop E-commerce system
for tourist booking as well. It is an exclusive specialized tourist product, which, besides
attraction (kind of special quality) incorporates the image which can be qualified as a souvenir
of Croatia, in the first phase of global commercialization the strategy of sub segmentation is
appropriate. The strategy of sub segmentation presupposes primarily E-commerce until the
phase of faster sale growth is reached, when the efforts of brand strengthening and aiming at
exclusive distributors on the aimed emissive tourist markets are parallel exerted (Zikmund,
W., D’Amico, M., 2002, 48). In this phase the transformation of the logistical system on a
new platform is performed. In logistical system (tourist transfer to the lighthouses) are safe
speed boats of 14 m long, which are used for the maintenance of the objects of the safety in
navigation. Given that in this particular case it is a necessary to meet the set criteria and
conditions in order to be able to make tourist transfer in all weather conditions during non
winter part of the year. Finally, the absence of the organization system of the solution for
solving eventual possible problems during the tourist stay on the lighthouse is solved through
the system of accountability that exists in Plovput for safety of navigation. Rejecting to accept
the necessary systemic prescriptions, regardless of their economic justifiableness or justifiable
from the company Plovput if does not solve all possible problem on terrain, it postpones it.
During last years as some exploratory researches several market tests have been carried out
with rigorous criteria – student groups, a group of journalists, representatives of tourist
agencies and others on the basis of which it has been concluded that the relation between the
price and the quality of the product is especially competitive, while there is the demand.
However, some dilemmas previously stressed are evident, because most of the lighthouses are
on long distant small islands. Sometimes it could be problem to reach them by sea. But,
during testing of the market dilemma was solved, because this problem from the view of
potential tourist is an attraction. A waiting of the transfer day by sea, thinking of the
hydrometeorology is a part of the tourist experience in lighthouse tourism. In the context of
the main research the author has predicted the testing of suggested strategic model of
positioning of a particular new tourist product (lighthouse tourism). It is unusual and valuable
(national cultural heritage) tourist product which has a limited number of competitors in the
class on the global tourist market.
With these insights will be interesting to compare the results of the research presented in this
paper. The sample was designed in accordance with the national structure of guests at
lighthouses during 2005th-2010th year:
 50 tourists from Italia;
 25 tourists from Austria;
 10 tourists from Germany;

5 tourists from Czech

2 tourists from Slovakia;

2 tourists from Hungary
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

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2 tourist from France;
2 tourist from Slovenia;
1 tourist from Croatia;
1 tourist from Netherland.
Important research results are:

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88 % Stone light accept as a very strong tourist brand; 12 % Stone light accept as a
strong tourist brand. Each participant confirmed that he believed in the attractiveness
and safety of a tourist staying at the lighthouse before the first arrival, on the basis of
faith in the tourism brand. 100 % find the e-marketing system appropriate for such
tourist product. They select a destination based on photographs and information for
each lighthouse. The question which was made for additional suggestions of 65% of
respondents stated that they considered furthering stimulating interest in the
introduction of multimedia items (video clips, etc.) on the web site of the lighthouse.
94 % find the e-booking appropriate for such tourist product. 6% are considered that is
necessary expanding sales in conventional travel agencies m because the value of
personal contact and providing more detailed information, this approach allowed an
additional sales growth 75 % think that the price is very acceptable because there are
no mediators in the booking system.
100 % find the transfer by speed motor boats is a import part of the adventure for the
lighthouses tourism. 68 % find that possibility of transfer by helicopter is important,
even nobody will change boat’s transfer for the helicopter’s transport. They find boat’s
transfer very adventure. 70% considered that the length of the transfer with boat is
more attractive, compared with the helicopter, even for the same price.
82 % find the exact organization system for solving possible problems during their
stay at the lighthouse acceptable. 18% of them considered that the overall quality of
service will be better if they only sold by Plovput. It is interesting that the few
remarks, related to certain misunderstandings expressed only respondents who have
booked accommodation at the lighthouse across the partner agencies
3. Conclusion
In accordance with the research and known informations the current strategic positioning
model of specialized tourism products is judged appropriate. Based on the expressed attitudes
and experiences of subjects covered by the sample of company Plovput, which manages the
project Stone Lights, suggested the following:
 Tourism brand Stone Lights is on the global tourism market, now known, and is
recommended in future to establish each lighthouse as a different brand
 With the new actions taken to each lighthouse, should built and strengthened its own
brand
 The current model of e-marketing need to promote the introduction of multimedia
material produced on site. Such a presentation of each lighthouse with environment
should presented quality and detail, stimulate interest in visiting. In the end , decision
for visit will bring quickly and easily , as the selection of the lighthouse for the
holidays;
 The existing sales model would be useful to improve on the way that sale is organized
through select agencies for an accommodation for selected lighthouses selling on
classical way, in the agency .This approach would give a contribution to strengthening
selected lighthouses as special brands, and would have direct contact in advance to the

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first sales trip to distant lighthouses. These lighthouses are less visited, even with rich
resource for creating a strong and recognizable different small brands;
The current transfers are entirely appropriate for this specialized tourist. Guests with
special experience are evaluated transfers when changing the lighthouse crew (crew on
the distant lighthouse is changed once a month, and the nearer islands every fifteen
days). Optional transfer by helicopter is good , and should not be necessary to offer on
the verge of profitability, because all the units in the sample expressed interest for the
boat transfer due to specific experiences. In the research was pointed out that the cost
of transfer by boat (economically determined) to the distant lighthouse is high,
especially compared with the cost of renting an apartment (on the distant islands the
price of the return transfer is like the price for the renting apartment, upper to 50%
weekly cost). In these offers would be advisable to offer the transfer price and price
for accommodation as a unique price. Thus, the overall impression would not violate
the opinion of the high cost of transfer;
In this research of the strategic model the most defects are showed in organizational
system how to solve problems in accordance with contemporary standards of the
global tourism market. Due to the fact that the Plovput, the company that manages
state-owned lighthouses, and often the selection of personnel and their rescheduled,
and the carry out of the tasks are not at an appropriate level. In this sense, based on a
research, is recommended to administration of Plovput to apply modern business
standards in managing and rewarding employees involved in the project Stone Lights.
Such an approach would ensure all the necessary assumption that the price on
lighthouses can increase, and customer satisfaction would be more expressed.
Globalization and contemporary communication standards in tourism on the global
market present a new challenge for specialized tourist product. Marketing strategy for
the development and commercialization of new tourist products on the global scale
are, in spite of the meaningfulness of surrounding, a necessity. Otherwise, because of
the narrowing of potential for sales there is no solution on the small national tourist
market in Croatia. Branding system for creating a recognizable exclusive tourist brand,
presupposes the continuity of activities and investing in the branding order to develop
it to the appropriate level when the sale oft he product from the phase of introduction
to the market passes to the phase of growth. Continuity of growth in sale of
specialized tourist products account for the efforts and means exerted in making a
strategic model of positioning of the product. The aimed niche on the global tourist
market is very important. The absence of the organization system of the solution for
solving possible problems during the tourist stay on the lighthouse is solved through
the system of accountability that exists in Plovput for safety of navigation. Rejecting
to accept the necessary systemic prescriptions, regardless of their economic
justifiableness or justifiable from the company Plovput if does not solve all possible
problem on terrain, it postpones it. The research accepts the basic hypothesis:
Strategically model of exclusive sub segmentation of the new tourist product of a
small country in transition on the global tourist market is effectively realizable on the
tactical platform: Branding/ E-marketing/E-commerce/ Logistics/ Organization, but
with signed recommend improvements.
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