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

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Natural and Cultural Heritage in Tourism on Gotland Heritage Tourism Characteristics and the Relation of Natural and Cultural Heritage 20 021 Examensarbete 30 hp Juni 2020 Natural and Cultural Heritage in Tourism on Gotland Heritage Tourism Characteristics and the Relation of Natural and Cultural Heritage Mareike Kerstin Schaub Abstract Natural and Cultural Heritage in Tourism on Gotland Mareike Kerstin Schaub Teknisk- naturvetenskaplig fakultet UTH-enheten This thesis researches into the heritage tourism characteristics on Gotland. Many destinations see a great potential to develop new tourism products around their Besöksadress: heritage and thus meet a rising demand for enriching and unique visitor experiences. Ångströmlaboratoriet Lägerhyddsvägen 1 The Swedish island of Gotland in the Baltic Sea has a long history as a tourism Hus 4, Plan 0 destination and is rich in heritage resources of diverse origin. A qualitative approach is taken to study which traits characterise heritage related tourism to Gotland, and Postadress: which potentials and challenges are seen by major stakeholders in the tourism and Box 536 751 21 Uppsala heritage development. One protruding result is the strong connection between natural and cultural elements at the heritage sites as well as in tourism demand. Also Telefon: the tourism strategy for Gotland strives for a further development of nature and 018 – 471 30 03 culture as thematic tourism areas. Hence, a closer look is taken into the relation of Telefax: these two heritage elements. With help of the concept and methodology of 018 – 471 30 00 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 Hemsida: and immersive visitor experiences at one site is challenging. However, taking both http://www.teknat.uu.se/student 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. Handledare: Consuelo Griggio Ämnesgranskare: Carina Johansson Examinator: Ulrika Persson-Fischier 20 021 Table of Content 1 Introduction ....................................................................................................................... 1 1.1. Statement of Interest ................................................................................................... 1 1.2. Statement of Purpose .................................................................................................. 2 1.3. Concepts and Delimitations ....................................................................................... 3 1.4. Methodology and Material ......................................................................................... 8 1.5. Outline of the Thesis ................................................................................................ 11 2 Heritage Tourism on Gotland ........................................................................................ 13 2.1. Tourism on Gotland ................................................................................................. 13 2.2. Heritage Tourism Fundaments ................................................................................. 14 2.3. Focus Areas in a Gotlandic Context ......................................................................... 24 2.4. Discussion transitioning towards Nature Culture ..................................................... 35 3 Heritagescapes ................................................................................................................. 39 3.1. Theory: Nature and Culture – Landscapes in Tourism and Heritage ....................... 39 3.2. Data Description and Analytical Framework ........................................................... 46 3.3. Two Heritagescapes on Gotland .............................................................................. 49 3.4. Analysis of Case Studies .......................................................................................... 67 4 Conclusion ....................................................................................................................... 76 4.1. Summary of Major Findings .................................................................................... 76 4.2. Discussion of Findings ............................................................................................. 80 4.3. Limitations of the Study ........................................................................................... 84 4.4. Suggestions for Future Research .............................................................................. 86 4.5. Reflection ................................................................................................................. 86 Publication bibliography ......................................................................................................... v Appendices .............................................................................................................................. xv iii List of Figures Figure 1: Geographic location of Gotland ................................................................................ 13 Figure 2: Map over Norrbys culture reserve ............................................................................ 50 Figure 3: Map of Torsburgen nature reserve ............................................................................ 58 Figure 4: Information sign about the hill fort at Torsburgen ................................................... 63 iv 1 INTRODUCTION 1.1. Statement of Interest As the final project for the specialisation in heritage politics in Sustainable Destination Development in the first year of my master studies, my class and I focused on the idea to develop a Gutasaga trail. A heritage trail that would connect natural and cultural sites mentioned in the creation story of Gotland. It was probably that project which really sparked my interest in all the diverse, minor, and less-known heritage places found all over the island. The summer after I cycled a few days on the island – a wonderful way to explore and stop at every place catching my attention – and travelled with my family enjoying the nature and history. Astonished by all the places to explore, I began to think about that this really could be an insightful area to investigate for my master thesis: What is the natural heritage of the island? To which time periods dates the cultural heritage? Whose stories are being told? Who is taking care of all the places – and how? Who is visiting them? How can heritage contribute to a more sustainable tourism development on the island? All and more of these questions came up, really: What is heritage tourism on Gotland? However, a major focus of my work remained unclear; I was thinking about going more into the possibilities and challenges of heritage trails but due to the covid-19 outbreak some interviews in this direction could not be conducted. Moreover, I started to analyse the interviews I had. The perspective of these major stakeholders in heritage and tourism development on Gotland pointed towards another focus: Heritage and heritage tourism is both – nature and culture – and I realised that it was this combination which made me so fascinated – and probably not only me. Besides the interest from the Gutasaga project and my travels on Gotland, I could reflect on an internship experience where I took part in developing a cycling route. In that project, it got pretty clear that it is quite challenging but vital to bring nature and culture together in the tourism experience. Another important impulse for my work was a guest lecture by Katherine Burlingame about “dead landscapes – and how to make them live”. She focused on the analysis of heritage sites as landscapes – which seemed like a well-fitting approach to me. I could connect experiences of natural and cultural heritage through my own observations in times where tourism stands still and tourism actors cannot answer students’ interview requests anymore. 1 1.2. Statement of Purpose Almost always without failing, when scholars write of heritage tourism, they are referring to cultural heritage. Nevertheless, it is important to remember that heritage can be both cultural (of human origin) or natural, as both elements are inheritances from the past that are used for the present as tourism or recreational resources (Timothy 2011, p. 475). Heritage tourism, as tourism in general, has seen a global, long-term and on-going growth (Light 2015, pp. 146–148). Besides an increase in leisure time and better economic possibilities for many to travel in general, heritage tourism is profiting from other trends. There is a shift in visitor motivations and interests towards more enriching and unique experiences instead of the standard sun and beach holidays (Apostolakis 2003, p. 796). Thus, the supply side changed as well. More destinations wish to use heritage in their product portfolio creating unique images (Opačić 2019, p. 183) and heritage managers try to seek economic benefits and share their vision with the public (Timothy 2011, p. 275). Gotland is no exception (Region Gotland 2019b). However, to realise the potential and make use of an ongoing demand, careful planning and management is needed to valorise heritage sites in a sustainable manner (e.g. Grimwade and Carter 2000; Millar 1989; Opačić 2019; Timothy 2011). Approaches to this are as manifold as the challenges
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