The Role of an Intermediary Organization in the light of Sustainable Destination Development : A single-case study of Destination Jönköping AB

Background: Sustainable development is considered to be one of today's most comprehensive challenges, which will require extensive changes, adaptations and innovation in all levels of the society worldwide. Simultaneously, the social and economic phenomenon of tourism has seen remarkable growth and development over the last decades, leading to become one of the fastest-growing economic sectors in the world, as well as a key component of the evolving socio-economic progress. However, the integration between these two requires extensive adjustments and further knowledge in the process of sustainable destination development, where this study takes an intermediary perspective. Purpose: The purpose of this research is to evaluate and explore how a tourism intermediary in Sweden is working with sustainable development and how they can utilize their position in the process of developing a geographical area as a sustainable destination. Method: This thesis is a qualitative study with an exploratory nature, where in-depth phenomenologically based interviews build knowledge upon exploring the participant’s responses through a series of three separate interviews. Thematic analysis was used to find patterns and relationships in order to analyze and validate the raw data, which later was applied to frameworks and previous literature to strengthen and build a final analysis. Conclusion: This study shows how sustainability efforts need to be enhanced and extended beyond internal processes to successfully strive towards sustainable destination development. By taking collective responsibility and putting more pressure on co-operations, creating strong networks to communicate and collaborate, incorporate internal education of sustainability and familiarize with frameworks and follow-up tools, the intermediary position can be utilized to its full potential.