Stories of the Sea

The use of storytelling is present in various fields today. However, within the realm of maritime affairs, only a limited number of scientific and professional studies rely on storytelling. The key elements of the tourism offer of the Bay of Kotor are often interpreted in a fragmented manner and lack a solid scientific basis, although the Bay represents a significant maritime tourist destination with rich cultural and natural heritage. Throughout history and collective memory, the Bay of Kotor has always been recognized as a close-knit maritime community, which is reflected in the identity of the local population. Nevertheless, the maritime aspects of this destination are not sufficiently visible for tourists, especially now that mass tourism is on the increase. The research employs qualitative methods and introduces a novel methodological approach that is symbolically named SEA – Sensemaking, Embodiment, and Alchemy. The results propose relevant maritime storytelling themes, patterns, categories, and codes and effective marketing and management techniques for the interpretation of the maritime identity of the Bay of Kotor, aiming for future development as a sustainable premium destination.