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Abstract Lifestyle, non-economic motives have been recognised as significant stimuli for tourism entrepreneurship and growth of the small-business sector. Tourism research, to date, has focused on the conceptualisation of entrepreneurship informed largely by economic analysis. In this context, the long-term survival of lifestyle entrepreneurs in tourism has been addressed as a constraint within regional economic development. Our research of an emerging cohort of lifestyle entrepreneurs in New Zealand tourism, focusing on the motivating values of these entrepreneurs, reveals that their often conscious rejection of economic and business growth opportunities is an expression of their sociopolitical ideology. Coincidentally, this rejection of an overtly profit-driven orientation does not necessarily result in financial suicide or developmental stagnation but rather provides opportunities to engage with 'niche' market consumers informed by values common to themselves within rapidly segmenting markets. Moreover, the research indicates that these lifestyle entrepreneurs are often instrumental in the creation and introduction of innovative products to the wider industry which are not only capable of articulating values common to the sustainability debate with respect to a sense of place and community, but also stimulate regional development and reproduction of niche market products.
Ateljević et al. (Sun,) studied this question.