Natural and Cultural Heritage in Tourism on Gotland : Heritage Tourism Characteristics and the Relation of Natural and Cultural Heritage

Abstract: This thesis researches into the heritage tourism characteristics on Gotland. Many destinations see a great potential to develop new tourism products around their heritage and thus meet a rising demand for enriching and unique visitor experiences. However, different considerations and stakeholders need to be taken into account to foster a sustainable development. The Swedish island of Gotland in the Baltic Sea has a long history as a tourism destination and is rich in heritage resources of diverse origin. A qualitative approach has been taken to study which traits characterise heritage related tourism to Gotland, and which potentials and challenges are seen by major stakeholders in the tourism and heritage development. One protruding result has been the strong connection between natural and cultural elements at the heritage sites as well as in tourism demand. Also the tourism strategy for Gotland strives for a further development of nature and culture as thematic tourism areas. Hence, a closer look has been taken into the relation of these two heritage elements. With help of the concept and methodology of heritagescapes two heritage sites have been analysed in a case study approach. The result shows that the integration of natural and cultural heritage to create cohesive and immersive visitor experiences at one site is challenging. However, taking both heritage elements into account can create synergies and they enhance how the respective other heritage element is experienced. This can broaden which visitor groups are attracted and in which season. Furthermore, the heritagescape approach gives practical management implications for the sites.