Johan Hultman
Department of Service Management, Lund University, Sweden
Erika Andersson Cederholm
Department of Service Management, Lund University, Sweden
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Published in: Kultur~Natur
Linköping Electronic Conference Proceedings 40:14, p. 131-141
With the aim to reconsider lifestyle values in relation to economic rationality in small tourism and hospitality businesses; we focus on the “commercial home” as a site where boundaries between personal and commercial values are constantly performed in practice. Through an interactionist analysis of the narrative of a B&B and gallery owner; we illustrate the emergence of intimacy as a commercial value in the hospitality industry. We analyse the formation of values as a dynamic social process where a traditional market ethos is both rejected and reformulated. We argue that by focusing on the co-creation of value in interactions between producers and consumers; new possibilities to analyse service economy dynamics become visible.
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