Turism, marknadsföring och hållbar utveckling : En kvalitativ studie om hållbart utvecklings- och marknadsföringsarbete i Visby

Sammanfattning: The purpose of this study is to examine how Leader Gute and the municipality Region Gotland work with sustainable tourism development in Visby on Gotland. This methodological study will shed light on how Gotlands Besöksnäring AB and Destination Gotland markets Visby and if they work with sustainability. This objectivistic and qualitative study consists of four interviews and a text- and pictureanalyzis has been made. Five theories have been used to explain marketing of destinations, sustainable tourism and sustainable development. The result shows that the municipality Region Gotland works with sustainable tourism development in their planning work of Visby but that few resources are used to this work within the tourism industry and that they work with social, ecological and economical areas but have not yet developed tangible goals within these areas. Leader Gute works socially with projects driven by the local population, with small enterprises and to increase employment opportunities on the island. They work economically with contributing to entrepreneurship and ecologically with renewable energy and to increase nature tourism with a low environmental effect. Destination Gotland work with filling boats with travelers and also package trips. They work sustainably with usage of catalytic converters on their boats and market Visby via digital channels. Gotlands Besöksnäring AB arrange meeting days within the tourism industry and members of the association Gotlands förenade besöksnäring and also realise projects. The firm has not developed a sustainable development plan or a marketing strategy for the tourism industry on Gotland. They cooperate with the municipality Region Gotland and the destination company Inspiration Gotland to develop a development plan and a marketing strategy. The firm market at their members via Facebook.