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Bed and Breakfast Lifestyle Owners and Challenges of Sustainability on the Island of Gotland, Sweden
Uppsala University.
Uppsala University.ORCID iD: 0000-0001-9690-2620
2018 (English)In: IJMBS (International Journal of Multidisciplinarity in Business and Science) - special issue of M-Sphere Conference 2018 (as e-publication). / [ed] Tihomir Vranesesvic, 2018Conference paper, Published paper (Refereed)
Abstract [en]

Tourism, one of the major industries in the world, has seen a constant increase in the past decades in Sweden and in particular on the island of Gotland. Among the different types of accommodation for visitors, BnB facilities (Bed and breakfast) in Gotland are becoming more popular, in particular among independent guests. These facilities are often family owned, holding a few rooms, and have strong seasonal dependence. This exploratory study discusses how BnB entrepreneurs on the island of Gotland reflect on issues of sustainability, what kind of solutions they implement in their establishments, and what the potential policy impacts could be. This study focusses on two distinct parts: 1. owners’ motivations and choices for establishing their BnB, and 2. the factors that hinders the realization of their sustainability goals.This research is based on data collected between June 2017 and October 2018 through semi-structured interviews of ten BnB owners from around Gotland.The research is based upon the concepts of sharing economy and human capital and their importance in developing sustainable mindsets and strategies among BnB owners in Gotland. Furthermore, the concept of value co-creation is also utilized to show how consumers participation is essential in developing sustainability in the tourist sector in the encounter between BnB owners, hosts, and institutions. The study shows that there is a genuine willingness among BnB organizers to offer sustainable accommodations within the BnB industry.Many of the hosts who participated in our study can be defined as part-time lifestylers, that is, small entrepreneurs who often have a clear orientation towards non-economic motives. Their services, solutions, products, and world views can be seen as a venue for the creation of values of sustainability. The findings also show that BnB owners, with their innovative creation of sustainable values and solutions can become important partners in Region Gotland ́s long-term sustainability plans. But their sustainable efforts seem to be often hampered by high investment costs and sluggish bureaucracy at regional level.The hosts also express their willingness to gain more knowledge on sustainable solutions by joining a network where they can meet other entrepreneurs and exchange knowledge, but also meet sustainability experts such as academics. In addition, the co-creating processes with the guests give the hosts an opportunity to knowledge sharing about sustainability issues.

Place, publisher, year, edition, pages
2018.
Series
Anette Oxenswärdh
Keywords [en]
accommodation, BnB, lifestyle entrepreneurs, sustainability, value creation
National Category
Engineering and Technology
Research subject
Engineering Science with specialization in industrial engineering and management
Identifiers
URN: urn:nbn:se:uu:diva-377918ISBN: 978-953-7930-14-1 (print)OAI: oai:DiVA.org:uu-377918DiVA, id: diva2:1292335
Conference
7th M-Sphere Conference 2018 Multidisciplinarity in Business & Science in Zagreb, Croatia
Available from: 2019-02-27 Created: 2019-02-27 Last updated: 2019-02-27

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CiteExportLink to record
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