Archaeological Tourism - Product Development and Experience Creation – Case Study of the Viminacium Archaeological Park

Bradić-Martinović, Aleksandra and Anđelković Grašar, Jelena and Pindžo, Renata and Jevtović, Ljubomir (2025) Archaeological Tourism - Product Development and Experience Creation – Case Study of the Viminacium Archaeological Park. In: 9th International Thematic Monograph: Modern Management Tools and Economy of Tourism Sector in Present Era. Association of Economists and Managers of the Balkans ; Faculty of Tourism and Hospitality, Belgrade ; Ohrid, pp. 301-315. ISBN 978-86-80194-94-3

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Abstract

Archaeological tourism has emerged as a distinctive and growing segment of cultural tourism, offering opportunities to transform heritage sites into meaningful and sustainable tourism products. This chapter provides a thematic overview of key concepts in the development of archaeological tourism services, with a particular focus on personalization, experience design, digital innovation, and sustainability. Drawing on relevant literature, it discusses strategic approaches to tourism service development that balance visitor engagement with the protection of cultural heritage. As a review study, the chapter includes the example of the “Viminacium Archaeological Park” in Serbia to illustrate how theoretical principles can be effectively applied in practice. The example highlights the importance of integrating storytelling, infrastructure, technological tools, and community involvement in creating immersive and resilient visitor experiences.

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