The entrepreneurship factor in sustainable tourism development

Entrepreneurship is considered a central force of economic development, as it generates growth and serves as a vehicle for innovation and change. Tourism is one of the economic sectors in which a great degree of involvement is needed by the entrepreneurial sector: diversification of tourism products and services is needed to cope with increased demand for new types of tourism needs. These include opportunities for more sustainable tourism. The Söderslätt region of Sweden, which is used as a case study, is a newborn tourist destination with lots of natural and cultural characteristics. It is also one of the most agriculture intensive areas in Sweden where a potential for rural entrepreneurship development can be identified. However, the entrepreneurial culture and climate was poor in the region. This is due to the social pressure that is characteristic for this rural community. This paper shows the results of a SWOT analysis of Söderslätt tourism entrepreneurship development, which gives an overview of their current entrepreneurial situation. The case of a family-based enterprise, “Healthy Pig Farm” is presented as an example of a successful, innovative entrepreneur in farm tourism. Moreover, based on the findings and analyses, several recommendations are proposed to overcome obstacles for sustainable entrepreneurship development in rural tourist areas.