Carina Sjöholm

The paper is based on a study of hunting tourism enterprising in Sweden. The study examines how hunting tourism businesses in Sweden navigate in a complex social, economic and moral environment. The aim of the present paper is to identify how tensions between a market- oriented value sphere and a value sphere based on friendship- and community reciprocity are played out in hunting tourism entrepreneurship. In particular, the study focuses on the ambiguous character of the hunting experience product and the different narratives and discourses framing what is considered, by the actors themselves, to be a ‘good’ hunting tourism experience.