ABSTRACT
The other side of this coin is the fuzzy boundary of tourism activities in the light of
sectors. This is one important image-related limitation to a possible interface between tra-
ditional product sectors and non-material sectors such as tourism. If you cannot define
yourself with a physical product, you run the risk of obscurity in a region that has a tra-
ditional industrial view of economic development and innovation. One example is the
current update of the regional maritime strategy (Region Va¨stra Go¨taland, 2011) in
Va¨stra Go¨taland where a cluster concept is used to identify important fields for future inno-
vation in the maritime sector. Coastal tourism is one of seven key fields identified, but is
the only one not defined by a specific technology or function. To facilitate a more cross-
sectoral interaction, it is important that the different parts of the regional economy, includ-
ing services, are valued and taken into account based in their own potential. The case in
this study has shown that this is far from a simple and straightforward task.
