Decommodification as a socially embedded practice: The example of lifestyle enterprising in animal-based tourism

Studies of degrowth in tourism have shed light on the phenomenon of lifestyle entrepreneurship, often highlighting these businesses as examples of alternative, non-growth oriented production. This chapter focuses on two examples of lifestyle oriented animal-based tourism in Sweden: horse-related tourism and hunting tourism. It is argued that these enterprises are engaged in decommodification practices, although the individual entrepreneurs do not necessarily identify with an ideologically or politically ‘alternative’ or non-growth position. It is argued that decommodification, or resistance to commodification, is a socially embedded practice. The analysis demonstrates how a non-growth orientation is related to the way passion and responsibility for animals, nature and professional skill is narrated and performed, and how economic valuation and exchange is socially organized and culturally understood within the enterprise and in the operators´ social network. The analysis sheds light on the role of favour exchanges in friendship networks and how gift-economic exchanges are intertwined with market relationships.