The Pillars of Sustainable Cultural Tourism and Entrepreneurship : The case of Gotland as a Cultural Destination

Sammanfattning: The Swedish Island of Gotland is well-known for being prosperous in cultural  and natural values, as well as for its attractiveness as a touristic destination that draws local and international visitors to its myriad of cultural activities, offerings and establishments. For those reasons, Region Gotland has created comprehensive plans aimed at achieving goals related to exalting the image of the island as place for sustainable tourism and the promotion of culture. However, it is important to identify possible problematics that may arise during the implementation of such plans, and additionally it is important to compare and analyze the directives of the Region against what cultural actors and artists perceive in their day-to-day activities. Therefore, based on the existing literature, the collected data, and the identified themes in this research, a model that seeks to incorporate concepts related to the Promotion of Culture, Culturally Sustainable Enterprises and Cultural Tourism will be presented as a solution to tackle the problems and issues that cultural destinations such as Gotland might face.