The main research objective of this master thesis paper is discovering links between ecotourism and sustainability. The paper is specifically focusing on theoretical potential of ecotourism and its ability to create conditions for long-term sustainability. The theoretical potential of ecotourism is confronted with opinion of experts within semi-structured interviews, which are analysed using framework analysis. The compatibility of ecotourism and sustainability is then closely examined in a case study of Slavkovsky les protected area. The case study shows that development of sustainability through ecotourism (or tourism) can be expected under certain conditions. The case study results also indicate that it is possible to create a simplified theoretical model, which can be applied to other suitable protected areas in the Czech Republic if appropriate modifications take place. More detailed research of individual sustainability aspects recognized in ecotourism could possibly deliver a more precise and specific model. This model could then provide a more reliable framework to estimate the potential of individual protected areas to use ecotourism as its development tool. Key words: tourism, ecotourism, sustainable tourism, sustainability, sustainable development, protected areas, framework analysis

This study aims to create a sustainable tourism stakeholder framework for hotels in Vlora, a popular tourist destination in southeast European country Albania. As tourism is one of the major driving forces towards better social and economical conditions in Albania but simultaneously poses threats towards nearby ecosystems and protected areas, local traditions and cultures and small suppliers, the importance of sustainability in the industry has risen as a top priority. Conducted on behalf of UNDP Albania, the stakeholder framework aims to function as an outline for a sustainable management plan, leading to future eco-certi cation for hotels. The stakeholder framework, which includes  five-key stakeholder categories; operational, employees, clients, suppliers and local community, each with well tested CSR-practices linked to them, aims to promote sustainable development for the entire destination. The hotel, placed in the center, isused as a driving force towards closer collaborations with other stakeholder categories. The framework was tested on Vlora's largest hotel actor, Regina Hotel Group, through a questionnaire and interviews with four top management executives. The key findings show that Regina Hotel Group has come far in their social sustainability, in particular regarding employees and local suppliers, but lack in sustainability training, leading to lower awareness and sustainability mainly being implemented for financial reasons. Lastly, a recommendation with examples of short- and long-term implementations is presented for the hotel, connected to each stakeholder category. / Denna studie kommer att undersoka hållbar turism i den populära turistdestinationen Vlora, i södra Albanien. Turism är en av två näringar som bidrar mest till socioekonomisk utveckling i regionen. Samtidigt kan alltför stor och oreglerad turistindustri hota bevarandet av omkringliggande natur, kultur, traditioner och små, lokala företag. Med detta i åtanke är hållbarhet en viktig aspekt för Vloras framtida turiststrategi. Genomförd på uppdrag av FN:s utvecklingsprogram, UNDP Albania, tar studien fram ett intressentramverk, som ska ligga till grund för ett eko-certiferingssystem för FN:sutvecklingsprogram. Fem kategorier av nyckelintressenter, teknik, anställda, kunder, leverantörer och lokalsamhälle, har intressentramverkets kopplat CSR-praktiker (Corporate Social Responsability), väl testade för hotells hållbarhet, till. Ramverket använder sedan hotellet, placerat i mitten, som drivkraft för att främja hållbar utveckling i hela destinationen. Genom ett frågeformulär och uppföljande intervjuer med fyra chefer från Vloras största hotellaktör, Regina Hotel Group, kristalliserades fem huvudslutsatser. Först, Regina Hotel Group har kommit låangt i sitt sociala hållbarhetsarbete, speciellt vad gäller anställda och lokala leverantörer, men de saknar utbildning i hållbarhet, vilket leder till låg medvetenhet och därför implementeras hållbara lösningar genom finansiella argument. Avslutningsvis, presenteras en rekommendation med exempel på kort- och långsiktiga lösningar som är kopplade till varje intressentkategori.