Turism och regional konkurrenskraft - en fallstudie av den gotländska turismen och dess inverkan på den regionala konkurrenskraften
Sammanfattning: This paper aims to investigate the issue of seasonality’s impact on tourism and how regional competitiveness can be enhanced by tourism. By studying the tourism industry of Gotland, with its peak in the summer and low amount of visitors during the rest of the year, the author aim to answer the research question: How can awareness of seasonality’s impacts on the tourism industry of Gotland create conditions for improving regional competitiveness? The research method was based on the study of official planning and strategy documents. By using the theoretical framework, based on Porter (1990) and Kitson et al (2004) discussions on competitiveness, arguments on the competitiveness of destinations by Lohmann and Netto (2016) and place brandings effect on place attraction, the results was discussed. The tourism industry of Gotland was investigated, as well as the goals, visions and strategies. In chapter six the theoretical framework was used to analyse Gotland’s tourism as well as the opportunities for enhancing the regional competitiveness. In chapter seven the conclusion was made that the municipality of Gotland through awareness and planning would be able to enhance their competitive abilities by support their tourism.
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