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

Research output: Chapter in Book/Report/Conference proceedingBook chapter


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.


Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Sociology
Original languageEnglish
Title of host publicationDegrowth and Tourism
Subtitle of host publicationNew Perspectives on Tourism Entrepreneurship, Destinations and Policy
EditorsMichael Hall, Linda Lundmark, Jundan Jasmine Zhang
ISBN (Print)9780367335656
Publication statusPublished - 2020 Dec 29
Publication categoryResearch