Planering för hållbar utveckling av naturturismdestinationer - En kvalitativ studie av hållbarhetsperspektiv och intressekonflikter
Sammanfattning: Within the government initiative for Sustainable nature and ecotourism in rural areas, a number of projects were implemented which included Visit Sweden's marketing campaign The 72 Hour Cabin. The campaign took place in 2017 on an placeless island that was chosen based on the fact that it was located privately. This would create the conditions for conducting a study on the stress-reducing effects of nature, where the result was the basis for the campaign's message. The right to roam and the Swedish lifestyle of being close to nature were marketed with this setting as a beneficial and stress reducing place for tourists. 72 Hour Cabin was a three-day experience with activities close to nature also including an overnight stay in a glass house with a beautiful lake view. The campaign received great effect and spread in social media. The placeless island of the campaign was in reality a place in Dalsland municipality of Åmål. The glass houses that were included as accommodation in the campaign still remain today as a nature experience for rent. However, the legal process for granting an exemption from the shoreline protection for this exploitation still goes back and forth between the parties of interest.Scenic landscapes are destinations for nature tourism and nature tourism is often highlighted as a means of rural development. Nature tourism is growing as a phenomenon and major investments are being made for its development, but how is sustainable development ensured when planning for landscapes that are undergoing this change. The right to roam and an accessible outdoor lifestyle is a resource for Swedish citizens but is also used to attract more domestic and international tourist visits. Accessible and unexploited nature is made possible by different forms of nature protection laws, where exploitation close to water is regulated by shoreline protection, but through the campaign for The 72 hour cabin this type of landscape was used to create tourist attractiveness through exploitation.Studying perspectives of sustainable development based on the dilemma of planning to create tourist attraction and at the same time preserve protected nature is the goal of this study. The object has therefore been to study sustainability perspectives of different parties of interest, as well as the conflict of interest that may arise between different perspectives during transformation of landscapes for nature tourism. The result of this study is based on qualitative interviews with various parties of interests who participated in the planning and implementation of the campaign, and with actors who control and influence land use.
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